Last week at Dreamforce, InsightSquared unveiled a new product — a custom report builder that complements our library of more than 400 pre-built sales, SaaS and demand generation reports. We’re calling it Slate by InsightSquared. By pairing Slate with our comprehensive report library, InsightSquared now provides customers with a full-stack, full-service sales analytics solution. Whether you want to track popular growth metrics or shine a light on a unique aspect of your business, InsightSquared has you covered.
As with most visual products, showing always “trumps” telling. Why the quotation marks? Because we figured if Slate could visualize patterns in the massive amount of poll data and social media activity surrounding the US presidential election, then its primary use case — advanced sales reporting — will look like child’s play. Plus, it’s more fun to read about.
While we believe our findings are provocative, they aren’t necessarily groundbreaking. Depending on how closely you’re following election news, you may have read similar observations in publications with heavy data journalism resources. What is groundbreaking, however, is the ease with which we — a sales analytics company — were able to process and visualize massive amounts of election data, thanks to Slate.
Whereas political news sites have entire teams of data journalists digging into the numbers, we were able to slice into millions of data points and uncover the same findings in our analyst’s spare time. It’s further proof that you don’t need a big team to make sense of data.
With that said, read on to find out what we uncovered, and to learn how Slate enabled us to dig, visualize and interpret.
Summary of Poll Data
We conducted our analysis on publicly available poll data from the Huffington post and CNN — refer to the bottom of the article for direct links to references.
In total, we analyzed 741,843 responses to some variation of the question “If the 2016 presidential election were held today and the candidates were Democrat Hillary Clinton and Republican Donald Trump, for whom would you vote?” The polls included in the analysis were conducted between July 2015 and September 2016.
One interesting note about the polls we analyzed is the majority were conducted online. In fact, three quarters of the total responses came from online polls.
While the number of people polled through other methods (automated phone calls, live calls, etc.) stayed fairly consistent over time, there was a drastic increase in respondents to internet polls when the election season hit high gear in March.
Now, on to the meat of the analysis.