The data from the survey is the target, but as much data about the customer’s interactions with the company needs to be gathered as possible to enable a complete view of the customer as it relates to the survey. This data tends to be scattered across multiple databases including the CRM system, web analytics database, and the survey database. In addition, if the customer’s social media accounts are known, the sentiment of their posts could be linked to the rest of the customer data. All this data needs to be cleaned, joined and transformed into valuable ML features before going into model training. This pre-modeling prep process can be frustrating and time consuming. We are here to help.