How to collect data for personalization

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Describe example scenarios for using the technology. A cool exercise that will help you understand what operational subtasks the goal will consist of. Think about what messages in which channel and with what content you need to launch to get the desired result in a specific segment. Such scenarios will help you decide which technology to use. For example, if you decide to start with several scenarios for email newsletters based on your store's loyalty program database, it is quite possible that no technology is needed.

Determine if data integration is needed. If user data is stored in different systems, it is often necessary to streamline its transfer to the platform you are using. For example, when a user is offered a promotional code that he has already used, this is a sign of chaos.

Assess the speed of implementation and changes. The main feature of personal marketing is the speed of changes. Reactions to key changes take days, and this requires regular testing of new segments and messages. If such changes require regular recourse to help, then the speed and cost of the experiment will exceed the acceptable value for the company.

Estimate the payback in money. Look at the expectations for the metrics of the tool's implementation: how much it will bring, how much it will save, and how quickly it will work. Also estimate the costs of the platform, its integration resources, and the people who will use it.

There are several methods of collecting customer data in marketing:

Lead forms. The tool allows you to collect applications, customer data for subscribing to a newsletter, and other information. Filling out the lead form depends on the field settings. Add the information that is important for your campaigns.

For example, the online school Moscow Digital School set up a pop-up that list of algeria cell phone number converts almost 10 times more users into leads than other mechanics on the site .

Surveys. Helps to learn more about the preferences and interests of customers. Survey data can be used to supplement the customer profile in the CDP platform. Surveys can be conducted on the website, via email, or using chatbots on social networks.

Web analytics services. Tools like Yandex.Metrica and Google Analytics provide data on user behavior on the site: pages visited, time of purchase, etc. They also provide demographic data, information about users' devices and interests that can be used.

Interviews. Allow you to learn directly from customers about their preferences, fears and needs. Interviews can be conducted at offline points of sale in exchange for a gift, through focus groups or telephone surveys.

What is data collection and what events to monitor first
What is data collection and what events to monitor first
How to create a user profile
Once customer data has been collected, a consumer profile can be created—a description of an idealized personality that reflects the characteristics of real buyers.

It will help you choose the appropriate tone of communication, type and content of content to attract and retain customers.

What is included in the consumer portrait: