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How to register user information, respecting the new data protection laws

Data collection has become an essential process for companies as it allows them to offer their customers and users a more personalized service which increases sales and consolidates its position in the market.

Now, taking into account that every day there are generated in the world about 2.5 quintillion bytes of datathe question is not whether companies can collect data but how they should do it to obtain only those that really interest them.

In order to develop a correct, continuous and uninterrupted data collection strategy, it is essential that it be based on collecting first and zero-party data, which is data that users offer voluntarily. In this way, brands that develop marketing campaigns focused on this type of data collection can take advantage of this information to generate engagement with their community and increase their loyalty.”, says Antonio Molina, CMO of Qualifio, a SaaS platform for data collection, interactive marketing and loyalty.

In addition, from the company, they remember that the disappearance of third-party cookies announced by Google for 2024 and the new data protection laws lead to a situation in which companies must have their own databases. Something for which Qualifio recommends carrying out the following information collection strategy, based on four steps:

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Acquisition

The new data protection laws have forced companies to rethink the information collection system they used until now. Currently, the best option for businesses to have a reliable database is to collect the information by themselves. In this way, they can get to know their audience and better understand their expectations and behavior.

To do this, companies must have a data collection tool that, preferably, allows them to offer users interactive games and formats since 69% of consumers say they are more willing to interact with brands that offer them in their stores. websites. In addition, it is also important to have a tool for data exploitation and frequently carry out A/B tests with which to test different collection formulas.

Enrichment

After this first phase, companies usually already have a relevant number of compiled profiles, newsletter registrations, opening rates… which will allow them to start communicating with their audience and offer them personalized information. We must not forget that, according to Forbes, 74% of consumers admit to feeling frustrated by receiving marketing messages that are not relevant to them. Hence, the importance of knowing your audience well and offering them the content that best suits their needs and interests.

From Qualifio they affirm that the key to personalize communications well is to have the appropriate tools to process the data collected from a single source and that said data allows the generation of a customer profile.

To do this, the company recommends companies conduct interactive marketing campaigns that help them collect first and zero-party data. First-party data is the information that customers provide to businesses to make a purchase or access a service (such as purchase history, contact details…), while zero-party data is shared data intentionally and proactively by customers, such as purchase intentions, communication preferences, their personal context…

Reinforcement of the conversion funnel

At this point, Qualifio recalls two important facts: that websites have only 15 seconds to capture a user’s attention before they leave the page and that between 97 and 98% of visitors are anonymous. Therefore, it is key that companies optimize the conversion funnel so that users are no longer anonymous. To achieve this, retargeting actions can be carried out, using a DMP and a good sequence of pop-ups; optimize forms with additional fields or implement an SSO (single-sign on) solution on the web to have a unified view of the data that is collected, guaranteeing the quality of the data and allowing the elaboration of progressive profiles.

An example of this can be seen in the strategy developed by the cosmetic brand L’Oreal which, using Qualifio tools, has strengthened its conversion funnel, increasing its database and improving its quality.

Loyalty

After these steps, companies will already have an enriched database that will strengthen their community, which helps establish and maintain customer loyalty. From Qualifio they recommend rewarding the audience for all the interactions they make with the brand and not just for their purchases, since it is between 60 and 70% more likely that a brand will sell to an existing customer than to a new customer. In addition to the fact that 87% of consumers admit to being aware of loyalty programs.

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