Improved Personalization and Deeper Insights from Zero-Party Data
Adhish Kulkarni, Senior VP and GM, Digital Engagement and Loyalty, Evolving Systems, contributes to this article with insight into this important topic.
Adhish says as brands design customer journeys, they need to inject elements of data collection through the various touchpoints, with the key being consent and mutuality of benefit, providing a win-win playing field. “Sometimes this can be a part of the registration process, as part of gamification mechanics, or in return for specific incentives,” says Kulkarni, who adds that the key is to build a trusted exchange of value between the brand and the customer. “Our research shows that the quality of data and willingness to share goes up considerably when consumers are in charge of their data and proactively decide how much to share,” Kulkarni says. “Overall, the volume of data may be lower than when collecting without customer awareness, but we believe building a trusted relationship is the most powerful mechanism to retain long-term relationships...”
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