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3 rules for capturing the right data

By Francesca Firth on Thu 22 May 2014 in Web Analytics

Data is extremely valuable for marketing and ‘using your data effectively’ is one of the hottest topics of the moment. 

Better data means better targeting, better communications and better results- but how can you obtain data without annoying your audience?

Studies show that European Millennial are the sensitive demographic group, they are not keen on sharing their information with companies, but there are simple measures that you can take to encourage them.

Value
Explain the value to them: 47% of people are more likely to give companies information if it will prevent them from receiving irrelevant promotions and offers and 24% are happy to give data if it will improve brand experiences.

Explain the value to you: 84% of UK residents favour brands who are open and honest about data gathering and 75% are more likely to purchase from these brands.

Give them something in return: 61 % of people said they would be motivated to give more of their personal and behavioural information if they received some kind of reward.

Transparency
Stick to your promises: 60% of consumers say that they are happy to receive relevant marketing communications from companies who are more open about the data they are collecting and using.

Give them control: According to the Compass Intelligence survey, 43% of people would favour companies that gave them control over their data, i.e. the option to choose what sort of promotions they receive themselves.

Appeal

  • Make it friendly – don’t demand data, ask nicely
  • Make it helpful – don’t confuse people, be consistent and use language your audience will understand
  • Make it short – don’t ask for more information that you need, it makes people suspicious

The PACT Coffee approach to data gathering

Saul Sherry, senior content and community manager at UBM uses PACT coffee as an example of how to collect consumer data the right way. The company is offering a product trial for £1, this allows them to collect demographic data such as gender and geographical location. Following this the user is asked to give product usage information. They ask 3 simple questions which will primarily allow them to tailor the respondents sample product but will also give them information about their target audiences. To top it all off, they use storytelling techniques and images to make the form more appealing.