Collecting data is crucial for businesses. Organisations rely on data to optimise their day-to-day operations, facilitate strategic decision-making and better address their needs.

What’s more, to refine your knowledge of your business and your audience, it’s important to put in place a data collection strategy. In this article, we look at methods for collecting and qualifying customer data.

SUMMARY

• What do we mean by data collection?
• Why collect customer data?
• The main data collection methods
• Gamified tools for collecting customer data

Data collection is the process of extracting data from a source to gather information. Then, from the user’s point of view, it can be deployed with surveys, interviews and focus groups as part of market research.

Today, every point of contact is an opportunity for companies to gather valuable information. Browsing a website or application, visiting a shop and interacting on social networks are all opportunities to understand the behavior and expectations of audiences.

The qualification and analysis of this data can then be used to:

• evaluate the company’s performance (in terms of customer satisfaction, conversion and retention);
• make better decisions (sales, marketing, operational, etc);
• predict future market trends and anticipate audience expectations.

The different types of data

Before looking at the different methods of data collection, we need to differentiate between the 3 main types of data.

• Zero-party data, i.e. information that customers share with companies.

• First-party data, i.e. behavioural information collected when customers interact with their sites, applications, products or social networks.

• Third-party data, collected by third parties, but the reliability, quality and ethical nature of this data is less than that of the previous types.

First of all, when collecting data, you need to identify the reasons why the company wants to have the information. There are many reasons for collecting data (not all of which are mutually exclusive):

• Enhancing your CRM database. These days, brands need to collect new qualified contacts in order to gather information about their customers. Feeding the CRM is an objective that enables key messages to be communicated. This is made possible by communication levers such as newsletters and SMS. It’s also an excellent way of refining customer knowledge and better addressing needs.

• Anticipating the end of third-party cookies. Companies may be affected by a significant reduction in the possibilities for tracking visitors to their website. They must therefore implement alternative data collection methods to fill this future information gap.

• To compensate for the deletion of data (which occurs every 3 years). The RGPD stipulates that European authors (including companies) may retain their customer data for 3 years. It is therefore crucial for organisations to plan for data collection opportunities in order to renew their database on an ongoing basis.

Depending on the quality and nature of the data, the company can use different data collection methods:

• Quantitative data collection, using systematic methods. This type of data is distinguished by its ability to provide a basis for statistical analysis of the company. It can be collected via surveys (with closed questions), behavioral observation (data observed on the website, etc.).

• Qualitative data collection focuses on non-numerical data. This approach favors precision and depth over breadth by offering an insight into the preferences and motivations of its audience. In addition, it can be collected via open surveys and in-depth interviews (one-to-one or via focus groups, etc.).

• Primary data collection refers to the capture of data that has not been processed beforehand. This is data collected at source (directly from prospects and customers) via forms, questionnaires or interviews.

• Secondary data collection involves searching for and using data that has been collected for a purpose other than that of the company. This secondary data is often historical and provides a backdrop for new research. It is collected through archival research or database mining.

The golden rule of data collection is that the closer you are to the source of the data, the more qualitative, accurate and reliable it is.

Companies therefore need to mobilise tools to collect information from their prospects and customers. They can rely on gamified and interactive formats. These encourage their audience to share information freely and accurately. What’s more, this information can relate to their purchasing habits.

These gamified data collection tools include :

• The marketing game, ideal for recruiting, engaging and converting. To take part in a competition, users first have to fill in a form. Then, the game mechanics can multiply the number of interactions with the user and the collection of first-party data.

• The lead generation form. This tool enables you to recruit and qualify subscribers using a form integrated into the platforms. This is an excellent format for inviting Internet users to share their contact details.

• Co-registration to recruit opt-ins. This format enables you to pool your recruitment efforts by associating your company with a complementary collection method (via a partner brand).

• The click to lead email. The brand highlights an offer to encourage the user to subscribe to its newsletter and thus expand its customer database. The opt-in is generated by the click and the user is then redirected to the e-commerce site.

Conclusion

Implementing a data collection strategy is crucial if you are to make the right decisions and target your audience as effectively as possible. To meet today’s data collection challenges, your company needs to multiply its methods and tools so that it has a precise understanding of its market and its audience. Discover our gamified formats to help you recruit leads and share quality data!

Consent has become a central element in the interaction between consumers and brands. In fact, more and more users are concerned about the privacy of their personal data. respect for their privacy. But they also get annoyed when they receive messages (emails, text messages) from companies to whom they have not given permission to contact them.

To protect individuals, but also to ensure that brands communicate with potential customers who are interested in what they have to offer, there is a simple tool: opt-in. Definition: this technique involves obtaining the prior consent of a person before using their data (such as their email address) to send them commercial messages.

Although it is more restrictive for companies, the opt-in principle makes it possible to guarantee the quality of your emailing base. Here are some tips on how to collect opt-ins effectively. We also explain how to renew your expired opt-ins, in particular through gamification and marketing competitions.

SUMMARY

• What is opt-in: definition
• What does the RGPD say about opt-in?
• 3 marketing ideas to encourage opt-in collection

A company wishing to collect data from prospects or customers for use in its marketing campaigns or sales processes must first ask for their consent.

They can choose between several forms of authorisation (or opt-in):

• Passive opt-in. Visitors agrees to share his information but does not actively do so. They are automatically added to the company’s database, after making a purchase for example. Be careful, because this opt-in does not comply with the RGPD.
• Active opt-in (officially recommended by the CNIL). In this case, the person explicitly ticks a box indicating that they wish to subscribe to a mailing list (such as a newsletter). As with passive opt-in, this box is not ticked automatically. The request therefore comes expressly from the prospect.

Opt-in is the opposite of opt-out. It is a process by which the company acquires the contact information of potential customers by purchasing an email database. The recipients have therefore not given their consent.

The opt-in process can go even further: this is known as double opt-in. In this specific case, a confirmation request is sent by email to the prospect before they are definitively added to a mailing list. For the company, this is a way of asserting its respect for the user’s consent. It also ensures that the email address provided is the correct one.

Double opt-in also allows you to get to know your incoming lead better. The brand can take advantage of this to offer them the opportunity to select their areas of interest from a list or via an interactive animation (such as a swiper for example). It can then send them more targeted content.

Therefore, to comply with the RGPD, brands must ensure that each form or collection tool is :

• Clear. An explicit sentence should inform the person that their personal data will be collected by the company. The brand must also specify how the contact information will be used;
• Transparent. The method for processing and using the data must also be specified;
• Unambiguous. The opinion-gathering form must not be confusing (with a sentence containing a double negative, for example).

The company must then retain the permissions it has been given to protect themselves in the event of a complaint or inspection. Consumers also have the right to inspect and modify their data. It is therefore compulsory to include a description link in each email. This will allow users to tell the brand that they no longer wish to receive communications from them. As a reminder, it is valid for 13 months.

Collecting opt-ins is therefore not only an obligation, but also an opportunity for brands to create a relationship of trust with their audience. They can take advantage of this to engage users and get to know them better. They can then share more relevant content with them.

Here are 3 marketing strategies to simplify the collection of email addresses.

1. Reward opt-in

A very simple way of encouraging your targets to share their email address and consent to the sending of commercial communications is to offer them a reward in return.

In e-commerce, for example, it is common for brands to offer a 10% discount on the next order of each user who subscribes to their mailing list. This lever can also be used to boost in-store traffic by making the discount valid only at physical points of sale.

2. Asylum parcels and QR codes to collect post-purchase opt-ins

Another effective way of increasing the opt-in rate is to target people who are already familiar with the brand and appreciate its offer. Asylum-packaging is a strategy that consists of slipping a communication medium, with an opt-in collection tool, into the parcel sent to a customer.

As they have already made a purchase from the brand, they are more likely to agree to receive communications/content from the brand. To facilitate the collection of information and opt-ins, the brand can simply slide in a QR code linking directly to the online registration form.

Depending on the content of the order, the brand will be able to segment its customers more easily. And send them relevant content and offers (by email or SMS).

3. Re-engage your opt-in base before it expires thanks to gamification

As an opt-in is valid for 13 months, it is important to re-engage your customer database before their consent expires. Participants in a previous year’s campaign can therefore be reactivated via a new operation to renew their opt-in.

Gamification is a particularly interesting lever in this case. It makes it possible to collect opt-ins using a fun, interactive format. This marketing strategy naturally encourages the user to interact with the collection form by incorporating game mechanics (such as a pinata or puzzle).

Gamified marketing also boosts the opt-in rate by offering users a reward in return. These may include :

• exclusive offers reserved for newsletter subscribers,
• personalised content ;
• loyalty points to be reused online or in shop.

Playable marketing solutions, such as Adictiz, make it possible not only to collect opt-ins, but also to segment the database according to the dates on which they were collected. The company can then offer new campaigns to participants whose opt-in needs to be renewed.

Conclusion

Opting in is not just a constraint that companies must comply with if they want to respect the RGPD. It’s also an opportunity to build a bond of trust with your audience, to get to know your prospects, and to segment and better engage consumers. Discover our catalogue of interactive animations to make your fundraising more engaging and effective!

Cookies have been created to improve the user experience of websites. Their main use is to enable companies to collect data on their users as they browse. Indeed, they can gain a better understanding of the audience they are targeting and the way in which it interacts with their content.

However, the problem is that the use of cookies has araised concerns, particularly with regard to the privacy of Internet users. In recent years, web browsers and regulators have taken steps to limit their use. This is known as the cookieless world (a future era without cookies).

The end of third-party cookies has been announced for the second half of 2024. Therefore, Google is preparing to separate from this fundamental element for the brands that use it to optimise advertising and customer experience.

What does this cookieless world look like? What are the alternatives for continuing to understand your customers’ expectations? Here are a few avenuesto optimise your data collection strategy in this new world.

SUMMARY

• Google speeds up the advent of a cookieless world
• The challenges of a cookieless world
• Adopting intelligent marketing to collect proprietary data

Everyone is talking about it, but the much-heralded cookieless world has been slow to arrive. Google has repeatedly postponed the deletion of third-party cookies, with the aim of relaunching the process in 2024. On 4th January 2024, the American giant began testing a new tool, “tracking protection”, which aims to limit the tracking of users from site to site.

In fact, a small percentage of Chrome users have switched to a third-party cookie-free environment. In the coming months, this test phase will be extended to a wider audience. But until then, companies have little visibility of the effects of this protection against tracking.

According to Google’s teams, the deletion of third-party cookies should take place in the second half of 2024… Provided, however, that all remaining concerns are resolved. Moreover, it has to be said that companies in all sectors are little or unprepared for the end of cookies. Not to mention governments, which are worried about the impact of this cookieless world on competition.

Therefore, businesses are expecting access problems. Sites that do not function without third-party cookies may no longer be accessible. Google is trying to reassure them with this first phase of the “more private web”. Indeed, it announced that it would provide “the tools needed to make their operations and experiences successful, so that high-quality content remains accessible”.

Cookies have always been a valuable tool for tracking user behavior and to attribute conversions to marketing campaigns. However, with increasing privacy concerns and the growing use of ad blockers, cookies are less effective.

As the world moves towards a cookie-free future, marketers face new challenges in understanding and reaching their target audiences, optimising their data collection and advertising targeting.

Cookieless world: the problem of attribution

Attribution refers to the process of identification of the marketing channels or contact points that have led to a conversion or the completion of an action desired by the company.

Without cookies, it can be more difficult to track users across all devices and browsers. Above all, it is more difficult to attribute conversions to specific campaigns. Companies will therefore lack the data they need to optimise their strategy when it comes to targeting the channels likely to convert prospects.

The end of behavioural data

Another challenge for attribution is the toss of granular data (or behavioral). Cookies enabled companies to track user behavior at a precise level. They could identify which pages they had visited, the time spent on them and the actions taken.

Without cookies, it becomes difficult to identify contact points and CTAs that generate on-site conversions. But it also makes it harder to target the frictions that may be causing the brand to lose out on opportunities.

A world without third-party data

Finally, the end of third-party cookies marks the end of third-party data. Third-party data is collected and shared by other companies.

Yet, this data is generally used to optimise advertising campaigns aimed at a specific audience. For example, a retailer might use this type of data to send ads to users who have searched for a product or have shown an interest in a product.

With the disappearance of cookies, marketers will have to rely on other methods to identify users and understand their behavior. What may appear to be a colossal challenge to overcome will prove to be so in the long term, an opportunity to optimise your data collection strategy.

Companies will therefore have to implement new tools to collect reliable and complete proprietary data.

Gamification to collect first party and zero party data

Companies can focus on collecting data voluntarily shared by their customers and prospects (also known as zero party data and first party data). By collecting data directly from their audience, marketers can better understand their preferences and behaviours. They can then target their marketing campaigns more effectively.

Companies can also work to develop data collection practices that are more transparent and ethical. The use of interactive levers such as marketing games makes data collection funnier. However, it also introduces a stronger bond of trust between the brand and its customers.

Explore alternative identifiers

As third-party cookies disappear, advertisers are exploring alternative identifiers to track user behavior. These may include email addresses, device identifiers or even hashed data.

Be careful, however, to respect user confidentiality and existing regulations. Generally speaking, advertisers will have to learn to strike the balance between personalising their marketing campaigns and respecting their customers’ privacy.

Unify data from several sources

Tools and techniques also exist to extract and unify data from several sources. The whole point of these solutions is to make it easier to collect and analyse behavioural data across all the channels used by customers. Then, they can be activated more effectively to create and distribute advertising campaigns in the right place and to the right people.

Conclusion

While the transition to a cookieless world can be a complicated time for marketers, it also provides an opportunity to reassess their data collection strategy. By adopting less intrusive and more participative solutions and strategies, you can get to know your customers better and retain their trust.

Discover our interactive marketing experiences for collecting first party and zero party data in complete transparency!

At a time when personal data is becoming increasingly difficult for companies to collect, the importance of zero party data is becoming undeniable.

In this article, we explain the differences between first and second party data. We also share their role in your marketing strategy and the most effective ways of collecting and activating them.

SUMMARY

• What is Zero Party data?
• Zero-party data vs first party data and second-party data
• How can brands use this type of data?
• What are the best ways to collect zero-party data?
• The challenges of zero party data

It’s the information that comes directly from consumers. Consumers voluntarily share personal data (such as contact details or purchasing preferences) with companies.

Zero-party data can be considered the least intrusive form of data collection. Users give their explicit consent by sharing it directly with organisations. But it’s also valuable information, collected directly at source.

Some people consider zero-party data to be conversational data. This is all the information that a brand could learn about its customers by talking to them about their background, their purchasing history, their preferences, etc.

By engaging in this type of dialogue with their audience brands create a bond with consumers. They are also able to enhance their customers’ opinions by offering them a better shopping experience and a more relevant offer.

Why is Zero Party data so important?

Marketing based on this data is more personalised and effective than marketing based on data that does not come from the main stakeholders.

But beyond these considerations about the quality and reliability of the data collected, companies will soon have few alternatives to zero-party data.

The collection of third-party data, in particular via cookies, is set to disappear. European legislation is increasingly restrictive in terms of confidentiality and respect for consumer privacy. But operating systems, including Apple and Google, also significantly restrict companies’ access to user data.

To give just one example, Apple no longer allows data aggregators and social media platforms such as Facebook and Instagram to collect data on iPhones and iPads. These account for around 60% of the mobile devices in use today.

First-party data

There is often a tendency to confuse the two, as zero-party data long been considered a subset of first-party data. However, it is now considered that first-party data is collected via a user’s standard interactions with its website, application or online payment module.

The difference also lies in whether the information shared is compulsory (e.g. address in the purchasing process) or optional (for zero parties).

When a customer fills in their address when completing a purchase this is first-party data. But if the company sends out a post-purchase feedback form asking customers whether they enjoyed their experience, this is zero-party data.

Second-party data

Second-party data is another company’s first-party data, which it has resold to other organisations. In the best-case scenario, this information comes from a partner:

• relevant (whose audience is similar to that of the company that purchased them)
• and trust (to ensure they are accurate and of high quality).

This data source helps to make up for a lack of information. It may be of interest to brands that have just launched or that want to conquer a new market. However, it comes at a price, requiring greater vigilance (to ensure compliance with the RGPD). Not to mention the fact that they will never be as reliable or as relevant as zero or first-party data.

There are many ways in which e-commerce and retail brands can exploit zero party data. Here are just a few examples:

• Propose more relevant content by finding out about the buying intentions and problems faced by prospects;
• Create personalised emailing flows to activate your prospects by sending them offers that match their interests;
• Understand what type of product/service/feature is of most interest to your audience and use this information to guide future innovations;
• Adapting your online or in-store experience based on the friction encountered by consumers. For example, a company may realise from its post-purchase form that delivery conditions are not clearly enough indicated during the ordering process. By adapting its payment form (for example, by adding this information at the first stage), it will be able to increase its conversion rate.

• The quiz : this fun format enables companies to gather detailed information about their customers’ expectations. For example, a beauty brand can offer a quiz to all its new visitors to diagnose their needs and guide them towards products suited to their skin type;
• Chatbots: conversational pop-ups enable brands to talk to their customers, offer them advice or inform them of any promotions they may be taking advantage of;
• Post-purchase surveys : sent in the order confirmation email, these forms are particularly useful for improving the customer experience. They can also enable the company to suggest more relevant additional sales. By making them attractive with a post-purchase game, brands can also hope for a better conversion rate.
• Polls on social networks: A simple and effective format for asking customers for their opinion. Polls are particularly effective on Twitter and Instagram, where they can be used to generate 20-40% engagement.
• Competitions: brands can also engage their community by offering them the chance to take part in a competition. To enter the competition and hope to win a gift or discount, players will need to enter their personal details;
• Marketing games. Certain Playable Marketing mechanisms (such as the battle, the gift finder or the swiper) can themselves be used to collect zero party data. By having to choose between two products/inspirations, consumers will tell the company what their preferences are.

The challenges of zero party data

It represents the future of data collection. But it also presents challenges.

One of the biggest challenges of zero party data is balancing personalisation and confidentiality. Companies must therefore ensure that they only ask for relevant information if they do not want to be seen as intrusive.

Attention should also be paid to addressing the issue of data security. It is crucial to put in place solid measures to protect your customers’ data from any cybersecurity breach (via encryption or the use of robust storage methods).

Finally, the question of veracity arises even with zero-party data. Even if it comes directly from customers, 36% of marketing specialists are concerned about their accuracy. To overcome this doubt, the solution is to offer an incentive whose value depends on the accuracy of the information shared.

For example, the more honest a customer is about their preferences or needs, the more likely the brand will be able to make relevant product recommendations. There are also tools that can be used to check emails and postal addresses to ensure that valid data is being collected.

Collecting zero party data means increasing the number of interactions with your audience. To make it easier for you to communicate with your customers, rely on our Playable marketing mechanisms to make sharing information more fun and engaging!

Cookies are endangered species. New regulations on the collection and use of personal data are making it difficult for marketers to understand and predict the behavior of their audience.

However, there are solutions for navigating this digital world without cookies. In this article, we present one of the most effective levers available to brands: first-party data.

SUMMARY

• What are cookies and why are they so important in marketing?
• Why are we heading for a world without cookies?
• What data collection practices should be favoured?
• First-party data: the best solution to the end of cookies?
• Gamification as a solution for collecting 1st party data

Cookies are information files stored in web browsers. In practical terms, they enable us to track a user’s online behavior and provide companies with information. They can then use it to personalise their customer experience or optimise online advertising.

More specifically, there are 4 types of cookies:

• Internal cookies: which are hosted on the site and do not share the information obtained with other platforms;
• Third-party cookies: (the most controversial) the latter send the data to the platforms of online shops (in particular advertising technology solutions);
• Temporary cookies: only stored in the browser during the user’s session;
• Permanent cookies: which store information for future visits.

Cookies are therefore a valuable source of information to analyse the behaviour of their potential customers and better understand needs. They help to improve the purchasing process by providing information at the right time. They can be used to optimise online marketing campaigns by segmenting the target audience.

Users are increasingly concerned about the protection of their personal data. They are aware that they are being tracked online (for retargeting purposes) and are demanding transparency when it comes to the collection and use of data.

According to a study by Pew Research, 81% of Internet users believe that collecting their data presents more risks than benefits.

In response to user dissatisfaction, browsers have begun to delete third-party cookies. This is the case for Google Chrome, but also for Safari and Firefox. The same applies to mobile applications, especially since the launch of iOS 14, which has introduced radical protection for user data.

New frameworks have also been put in place to regulate or even abolish the use of cookies altogether.

• Article 5(3) of Directive 2002/58/EC. Lays down the principle of prior consent from the user before information can be stored on device or before information already stored can be accessed.
• The GDPR – General Data Protection Regulation (and in particular articles 4(11) and 7) reaffirmed the need for user consent. It specifies that this consent must be free, specific, informed and unambiguous. In addition, users must be able to withdraw their consent at any time, with the same ease with which they gave it.

For brands, data protection poses a number of challenges. It is becoming more difficult to collect data, and therefore to personalise content or even optimise advertising budgets.

To get round these obstacles, companies are turning to alternatives that no longer rely on third-party cookies. This has several advantages:

• That of owning your own data and no longer being dependent on third parties.
• Companies are active in collecting data, which enables them to gather authentic information. In fact, this data is shared directly and transparently by their customers or prospects (in exchange for personalised offers or discounts).
• Organisations are taking a more ethical and respectful approach. They therefore create a relationship of trust, in which customers are informed about the data they share, how it is used and the benefits they can derive from it.

With the arrival of the GDPR, not to mention the tightening grip of the GAFAs on the global advertising market, companies have begun to refocus on first-party and zero-party data.

First-party data corresponds to information collected directly by advertisers and medias. It includes declarative data that is shared by users (when they fill in a form or sign up for a service/subscription). 

This data is therefore known as ‘proprietary’ data, as opposed to second or third-party data (collected and shared by third parties).

When it comes to acquiring data, companies will be concentrating on their internal databases. But also on new advertising technology solutions (those powered by gamification).

Thanks to first-party data, they can continue to collect data. But above all, they will have access to precise and effective information, whether for email automation, the sending of web notifications or social media campaigns.

By respecting consumer demands for transparency, brands increase the likelihood that their audience will provide them more information. They will have confidence in the way their data is used. For emailing first party data, shared voluntarily and demonstrating an interest in the brand’s offer, will result in better open rates… It will therefore result in a better deliverability rate (i.e. fewer emails in the spam box).

Gamification (or playable marketing), the application of game mechanics to marketing campaigns, fits in perfectly with companies’ data collection strategies. Interactive, fun content is naturally attractive and engaging. It is therefore visible and generates more interaction.

To take part in the game, and hope to win rewards, prospects will be inclined to fill in a form. And therefore to share zero party data. But the game mechanics can be effective levers for obtaining information about customers.

Let’s take the example of swiper mechanics which involves scrolling through images according to your preferences. It then informs brands about the buying trends and needs of its target. This mechanism can use this first party data to make personalised recommendations or segment campaigns.

Conclusion

The end of cookies is an opportunity for brands to change their data collection practices. First-party data will enable them to obtain relevant and transparent information, and therefore to create and maintain a relationship of trust with their audience. To collect first-party data, rely on gamification and discover all our different interactive advertising formats!

In the age of ‘big data’, and given the huge amount of data to which businesses now have access, it is becoming crucial for them to put in place a relevant data strategy. This is especially true in a world where data is becoming an increasingly valuable currency.

The transition to GA4 (Google Analytics 4) was already shaping up to be a colossal challenge for marketing teams. But the latest earthquake to rock the data landscape is the imminent end of third-party cookies announced by Google for July 2024.

This transition, which has already been made by Apple and Firefox, is forcing companies to rethink their customer data collection strategy and therefore their marketing campaigns. In this article, we share some practical advice and effective levers for updating your data strategy.

SUMMARY

• Why do you need a data strategy?
• The 4 key elements of a data collection strategy
• How to develop your data strategy

In a world where lead acquisition costs and the cost per click of the main advertising networks are exploding, companies are being forced to rationalise their marketing efforts. They can no longer simply sail by sight and adjust their campaigns according to their performance, a posteriori.

To invest their marketing budgets in the right channels, on the right messages and with the right audiences, they need to base each of their decisions on hard facts. And these proven facts take the form of customer data.

These include a wide variety of information, but also of formats. Il peut s’agir de données démographiques ou comportementales, de fiches contact dans une base de données CRM, d’historique de ventes ou d’échanges avec le chatbot du service client, sans oublier les commentaires sur les réseaux sociaux.

Collecting data, in sufficient quantity and of good quality, is essential for :

• Make business decisions based on tangible, verifiable evidence;
• Anticipating consumer trends and meeting consumer expectations;
• Offer more suitable products or services;
• Personalise your message and offer a better customer experience than your competitors.

The challenge of personalisation in marketing

This last point is very important to remember. It is, 74% of consumers say they are frustrated by receiving marketing messages (in the form of sponsored advertising on social networks or email campaigns) that are not tailored to their needs.

Companies that don’t adopt a personalised marketing strategy are therefore more likely to be throwing their money away (by sending the wrong message to the wrong person). But they also risk devalue their brand image by giving consumers the feeling of being spammed and increasing their advertising burn-out.

But the key to personalised marketing is to have the right tools for collecting, analysing and activating customer data.

Any good data strategy needs to answer the following question: how do you collect data, ensure it is relevant and use it effectively?

Companies must therefore adopt a multi-dimensional approach that includes :

Relevant data collection tools

69% of consumers are more willing to interact with a brand that offers games or interactive marketing campaigns with prizes to be won. Companies therefore need to diversify their data sources by making the most of gamified experiences.

These are all the more relevant in a cookieless context. En effet, le marketing interactif offre des sources de données plus fiables et RGPD friendly. Les informations collectées seront considérées comme de first-party data, i.e. data shared directly by users with their explicit consent.

A data analysis tool

Collecting data is not enough. A good data strategy also relies on the systematic and meticulous analysis of this information.

The tool chosen by the company should preferably offer a visual representation. Data visualisation will enable all teams, even those least at ease with data, to draw relevant conclusions in terms of marketing strategy.

Identifying the right frequency to collect data

Brands need to be able to rely on relevant, regularly updated data. However, it is also crucial not to put too much pressure on users. Today’s users are more concerned about protecting their personal data.

To strike the right balance, brands can not only rely on relevant incentives to share data (such as the prizes in a marketing competition, for example). But they will also need to establish a marketing calendar to ensure that their various campaigns are sufficiently spaced out.

A data activation strategy

As already mentioned, a good data strategy should above all help the company to make better decisions. It will be used primarily to optimise its marketing efforts, in particular by delivering a personalised message to each customer and prospect.

A solution like Adictiz makes the most of the data collected. For example, companies can use it to segment their target audience, then send automated emails and personalised offers.

Now let’s get practical. Here are the 3 essential steps to develop a solid data strategy.

1. Define your objectives

Data collection can enable brands to optimise every stage of the conversion funnel. However, it is crucial to identify those that are the most strategic for the company, so that efforts can be focused in the right place.

A brand that has just launched, for example, could focus on lead generation. A company with a low repeat purchase rate, on the other hand, should concentrate its efforts on providing personalised offers to build customer loyalty.

2. Create targeted collection campaigns

Depending on the objectives set and the audience, the company can then run targeted campaigns. The key is to diversify sources, using a mix of :

• digital: via competitions on social networks, as well as post-purchase satisfaction surveys by email;
• and retail: via interactive terminals or in-store events, for example.

3. Test, analyse and optimise

A good data strategy serves all stages of the customer journey, from identifying new leads to conversion levers, not forgetting post-purchase loyalty. To measure the quality of your data and the relevance of the marketing decisions you make on the basis of it, AB testing is crucial.

Defining relevant KPIs will make it easier to analyse the performance of each collection scenario. These metrics must, of course, be aligned with the objectives chosen for the data marketing campaign.

The company can then put in place a virtuous loop consisting of :

• testing new strategies,
• analyse their results,
• and continuously improve its data collection process.

Adictiz supports you at every stage of your data strategy. From creating and distributing collection scenarios to analysing and activating your customer data, find out more about our all-in-one Playable marketing solution.