Provided are techniques for receiving, by an embedded survey and analytics server (ESAS), a request for a survey. Each survey item of the survey comprising one of a survey item type, the survey item types comprising information, question and bonus types; correlating the request for the survey with a particular client and a particular customer; generating a survey by selecting a first selection of survey items corresponding to the particular client and the particular customer; transmitting the survey to an embedded survey and analytics client (ESAC) on a computing device associated with the customer; embedding, by the ESAC, the survey into an electronic communication; transmitting the electronic communication to the client; receiving, at the ESAS, responses, each response corresponding to a specific survey item of the first selection of survey items; analyzing, by the ESAS, the responses to produce survey results; and transmitting the survey results to the customer.