The Beauty of Data Collection: 3 Items to Check for Your Brands
It might sound boring. It might even sound horrific in the big data generation that massive companies have been collecting data with and without consumers knowing. But the actual beauty of data collection is hidden underneath and undoubtedly should only be used in the right ways.
Data collection should not (and is not) be a devil that scares everyone away or even provokes hatred when it is mentioned. According to a small and short poll I have done on LinkedIn, people either hate it (already) or don’t think that it is something that concerns them.
It is not a bad thing that customers are more attentive towards what data they are giving out. It’s the brand’s responsibility to make data collection more presentable.
It might sound like I am preaching the gospel of data collection. The fact is, being in the marketing field does help one understand perspectives, and one could even make it helpful for a consumer.
There are three aspects that I would consider, and so should all brands: how data collection is being presented, how the collected data is being used, and how the data is being collected.
HOW IT IS PRESENTED
Not to mention what GDPR has requested, the presentation of data collection matters SO MUCH! Such as what questions are being asked and where they are asked (after purchasing a product, pop-up window immediately after you land on the website, etc.).
The type I particularly like is when customers provide data while the brand has something in return, such as a quiz for a suitable product type or personalised service required.
HOW IT IS BEING USED
It is a question for the marketing team to brainstorm before starting the execution of data collection. Data, from my perspective, is more the merrier, but the challenge is how you are going to use it (or if you know how to use it). Thinking ahead never hurts and might save you time.
With more necessary data, you can have a detailed analysis based on what you are researching on.
For a startup, you might think that you simply need the name, contact details, and gender of your customers. While you are developing along the way and depending on what you are selling, you might even want to know which industry your customers work in or their family structure, such as how many children they have, or how frequently they travel.
Plan ahead; sometimes you will be surprised that you want data that no one could ever think of.
HOW THEY ARE BEING COLLECTED
Data collection is delicate as you need to dig out what you need from a customer without them being annoyed.
For people who work (or have worked) in the marketing industry, you see the logic and reasoning behind all questions asked for data collection. However, for the majority of the audience, they are mostly annoyed and give up, which leads to the loss of your brands!
Other than a pop-up window or post-purchase survey, can it be an eDM with motivation provided? Are you creative enough to ask the question without asking the question, “What is your weight?”?
Data collection is indeed an art because you would like to achieve your goal without pissing off your customers. It has to be accessible, fun, and even creative in order to retain attention while NOT leaving a bad taste.
It goes without saying that “data collection” has been negatively correlated, yet it does not necessarily need to be. On the other hand, as long as you are letting your customers know that you are doing something good for them with what you know about them and it’s not (only) for your profit, it would be something acceptable and even welcomed.