By Joey Ferguson
Data is a “blid spot for companies, Qualtrics Chief Executive Officer Ryan Smith told Forbes.
“The data you need most is the data you don’t have,” Smith said in a video interview with Forbes.
The company is up to 5,000 customers and is set to double its revenue this year from $50 million in 2012, according to the article.
Qualtrics’ platform allows any person in a company to run analysis and quickly convert that to insights.
Smith gives an example of a luxury hotel group that had a large portion of traffic from local sources, according to Forbes. The hotel ran a survey and found that locals were looking for the happy hour menu, which gave it an opportunity to react.