Ventana Data Models

Ventana® Data Models focus on understanding and interpreting existing data sets. They are used to separate true signals from sampling artifacts, triangulate among different measurements of the same system, test hypotheses about underlying causes, and identify both redundant information and critical information gaps.

Example
> Customer survey data

Customer survey data
Ventana was recently asked to examine survey data in two separate contexts: one in pharmaceuticals, and one in the hospitality industry. Ventana's approach in each case was to build a small model connecting individuals' detail responses to overall perceptions, purchasing intentions, and, where data allowed, to purchasing behavior.

Ventana showed why common procedures for interpreting surveys give wrong answers for some types of data, and provided more reliable guidelines. Properly analyzed, the survey results showed strong evidence that common survey formats, while effective for examining details of the customer experience or measuring the penetration of marketing messages, are poor instruments for determining the key drivers of customer choice. Understanding causes of customer behavior requires both a dedicated and markedly different surveying scheme, and an analytical approach that triangulates survey data against other kinds of data. These results were consistent with recent psychological research, as well as with Ventana analyses of voter survey data.

Through this work, Ventana discovered ways to revise the survey, the sample, and the analysis procedure, to get more of the knowledge the clients were seeking, more reliably, for less money.