Interpreting Your Data With the Marketing Survey Recap Report

The marketing survey recap report is a powerful tool which provides metrics pertaining to your surveys sent and received. With this report you're also able to follow trends that occur with responses to your open and closed ended questions at a glance. 

Survey Recap Dashboard Tab

The Dashboard tab allows you to see many different, high-level metrics on one screen. Modules such as KPIs, monthly survey response trends, NPS trends and a prospects by location map allow you to understand how your potential customers feel about your product and from where and how they are providing you this data. 

Watch the Survey Recap Dashboard Training Video

To begin using the report, first ensure that your date filters are set for the time frame for which you'd like to analyze the data. To the right of the date filter are a series of other filters available for the report. However you configure these drop downs will determine the data set you see throughout each tab of the report. 


The KPI section gives you the ability to see key metrics at a glance. The first metric in the KPI section is reflective of total surveys sent within the current time frame (with the time frame being which ever dates you entered into the filter). 

The second metric indicates the total number of surveys received (surveys submitted by your customers) for the same date range.

The first percentage that's visible within the KPIs reflects the response rate based on the first two metrics. If there are ever more surveys received than were sent, the percentage will appear as over 100. This can occur because the survey received metric counts all surveys received within the time frame regardless of when they were originally sent to the prospect.  

The fourth metric allows you to see if that response rate has increased or decreased from the prior time frame. In this case, our response rate of 37.86% is 37.86% higher than what it was from 11/20/2018 to 11/22/2019.

Survey Activity

The Survey Activity graph makes it possible to see, month-by-month the number of surveys sent versus the number that were received, along with a trend line to help you understand if your response rate is increasing or decreasing over time. 

The bars on each month represent only data collected within that month rather than a rolling 12 period ending in that month. 

Responses by Source

The Responses by Source graph allows you to see how your customers are submitting their surveys. Since these types of surveys are only distributed via a link in the email, the typical configuration for this chart is to show a single method of response.

Net Promoter Score

This graph displays data pertinent to your NPS (net promoter score) questions. These questions typically ask the prospect how likely he/she is to recommend the brand or selling dealer or about his/her buying experience. If you do not ask these questions on your survey, this graph will not display any data.

In the graph below, you'll notice that each line represents an individual NPS question.

Responses by Lead Source, Category and Type

On these three charts you'll be able to see more information about survey responses that were returned. Here you'll find data that tells you from which lead sources, types and categories the prospects who responded originated. Remember that because each lead has a specific lead source, category and type it will be represented in each graph and not just one.

Prospects by Location

The last element on the Survey Recap Dashboard tab is a heat map showing where your prospects who submitted surveys are from. The darker the color, the higher the prospect density for that country or state/province within the country. If you have a lot of prospects globally, it might be helpful to use this element in focus mode. 

Survey Results Tab

Within the Survey Results tab you're able to see metrics related to the other non-OSat and non-NPS questions on the survey that have multiple choice options. In this tab the metrics are displayed to show you total number of responses, the percentage of respondents that answered a question along with the same percentage for the prior time period, and the manufacturer's response rate.

Watch the Survey Results Training Video

When the row for the question is collapsed (as is for Gender) you're able to see the average metrics for that question. When the row is expanded (as is for Participate in Group Rides), you see the same metrics but they are reported based upon the available multiple-choice answers for that question. If you ever see less than 100% listed for a question when it is collapsed, that indicates that not all survey submissions included a response to that particular question.

As is the same in the prior tab, if you were to filter down to a single dealer on the report, the values in the total Responses, response % and prior % columns would reflect that dealer's scores. The scores in the Manufacturer column would still reflect those of the manufacturer. This allows you to see how a single dealer is performing relative to your company as a whole.

NPS - Net Promoter Score

The NPS tab of the report displays data and metrics related specifically to the NPS questions on a survey. These questions may ask prospects if they would recommend the brand to a family member or friend and would they recommend the selling dealer to a family member or friend. If NPS questions are not present on your survey, then this data won't be available.

Watch the NPS Training Video

Below the filters, in the first module of the tab, you'll see the questions on your survey for which data is reported within the tab. The default setting is for the boxes to be unchecked. This indicates that the data being displayed represents an average of both questions. To see data specific to one question or the other, check the box next to the question for which you'd like to see the data.

NPS by Period

In the NPS by Period module you're able to see the NPS scores reported monthly. In the first column you'll see the number of responses received. In the subsequent columns you'll see the average NPS scores for the month, and then the same month for the prior period.

NPS Donut Graph

In this module, you're able to see a variety of information. First, in the colored circles you'll find the total numbers for each type of response. To the right, within the gray bars, you'll find data indicating what percentage of responses each represents. Finally, the circular donut gives you the visual representation of those percentages along with the overall average NPS score in the middle.

Response Types by Period

The last module on the tab displays more data distinguishing between promoters, passives and detractors. With this graph you're able to gain insight into if any trends are present with regard to the number of promoters, passives and detractors your brand has surveyed. 

Watch the Survey Response Training Video

Survey Response Details

Within the survey response detail tab you'll find more detailed information about the people and responses being reported in the other tabs of the report. These records that appear in this tab are determined by the filters you set on the report. From this page you can navigate to a specific survey response by clicking the serial number link in the left column in the list of records.