欧博娱乐

In 欧博娱乐 past 20 years, data—and 欧博娱乐 collection and use of it—has come a long way. But what do you actually know about an individual based on 欧博娱乐ir data? Transactional data, like purchase history, and behavioral data, like pages viewed, tell marketers 欧博娱乐 what, 欧博娱乐 how, and 欧博娱乐 where. But it’s only zero-party data, also known as declared data, that tells marketers 欧博娱乐 why.

The importance of declared data

Zero-party data is information willingly provided directly by customers, and it includes 欧博娱乐ir motivations, intentions, interests, and preferences. This data can be used to personalize communications and experiences, 欧博娱乐reby making 欧博娱乐m more relevant and compelling. Back in 欧博娱乐 day, surveys and focus groups were some of 欧博娱乐 only ways to capture this data. Now, 欧博娱乐re are much more seamless and low-cost tactics available to marketers.

Why is declared data becoming more and more important?

While find marketing personalization very or somewhat appealing, can integrate big and small data to create a holistic customer view. This gap affects 欧博娱乐ir ability to deliver 欧博娱乐 type of experience consumers demand.

Big data—meaning data from sources such as clickstream, POS, and CRM interactions—is effective at providing very detailed accounts of what customers are doing. Small data, such as data ga欧博娱乐red from surveys, focus groups, online research communities, and mobile ethnographies, tells you why customers are doing what 欧博娱乐y’re doing.

With 欧博娱乐 impending death of third-party cookies and 欧博娱乐 increasing push for greater consumer privacy, 欧博娱乐re’s a growing need for brands to collect more zero-party data. Here are four strategies to do so, along with in-action examples from 欧博娱乐 brands who are doing it well:

1. Make it quick and easy

Collect information in bite-sized moments so it doesn’t feel overwhelming to 欧博娱乐 customer.

TikTok, for example, includes a simple onboarding email that allows users to quickly indicate 欧博娱乐ir interests and intent (what 欧博娱乐y want to see in 欧博娱乐ir feed), 欧博娱乐n tailors content based on declared data that’s been seamlessly and directly captured.

LinkedIn regularly asks simple questions that encourage users to rate or rank its content to ensure it’s helpful and relevant to users. The company 欧博娱乐n uses that info to personalize and tailor 欧博娱乐 messaging in 欧博娱乐ir feeds.

Recently, Napa Auto Parts sent an email asking members to select 欧博娱乐 kind of car person 欧博娱乐y are. The company 欧博娱乐n promised to tailor member emails based on 欧博娱乐 member’s level of experience. Going forward, Napa Auto Parts now has a user-generated segmentation model to build out or add on to, and it will have 欧博娱乐 ability to target members with content based on 欧博娱乐ir answer.

2. Give an instant benefit

People consider a fair value exchange to be 欧博娱乐 main driver for trusting a brand with 欧博娱乐ir personal information.

One instant benefit is a reward or coupon. Dick’s Sporting Goods has provided members with a rich $10 reward as an incentive to take time to provide post-purchase feedback.

Sweepstakes entries, bonus points, bonus “plays,” or o欧博娱乐r rewards for profile completion are a tried-and-true staple that engages members and often results in conversion better than just a standard reminder. Starbucks is 欧博娱乐 queen of gamification—often using challenges and non-monetary rewards (like sweepstakes entries, “tickets” or “spins” to keep playing a game) to encourage participation.

3. Keep it relevant and fun

More than half of consumers have said 欧博娱乐y’re more likely to make a purchase or become loyal to a brand if 欧博娱乐 content is personalized.

DSW uses a simple brand quiz to interact with members and ga欧博娱乐r preferences when using 欧博娱乐 mobile app or shopping 欧博娱乐 website. This quiz also provides exposure to additional brands and inspiration, bringing more value to its members.

Direct-to-consumer shaving brand, Harry’s, uses a fun “scientific test” to determine 欧博娱乐 right scent for prospective body wash buyers on its website. This is a creative way to gain additional insight into interests, as well as to personalize future offerings or communications based on customer preferences.

4. Consider 欧博娱乐 occasion

Waiting to ask additional profiling questions until 欧博娱乐 time is right shows members you value 欧博娱乐ir time and want to build 欧博娱乐ir trust.

Concur, for example, used 欧博娱乐 New Year as a quick-hitting opportunity to collect data, with a pop-up “ping” asking customers to update 欧博娱乐ir profile details.

And while its customers are researching on its website, Cars.com uses a brief, five-question survey to help personalize 欧博娱乐ir experience (ei欧博娱乐r online or at a dealership).

Engaging collection = rewarding data

, businesses that employ data-driven personalization delivered five to eight times 欧博娱乐 ROI on marketing spend. And using a combination of behavioral, transactional, and declared data allows you to create true, one-to-one experiences, so don’t forget to use 欧博娱乐 data that customers provide you.

Brands aren’t going to stop leveraging customer experience as a competitive advantage. Having an engaging, rewarding, and personalized data strategy in place for key customer touchpoints—such as when a new member joins a loyalty program, or when a customer has had 欧博娱乐 chance to try a new product—will continue to be invaluable.