Having spent more time than is healthy thinking about how much or how little data is the "right" amount to collect, here are my tips on how to gauge what is right for you.
1. Why am I collecting data in the first place? Consider what you are going to do with the data and make sure that the consumer is made aware of what they should expect when they submit their details.
2. Collecting a very limited amount of information will probably increase your sign-ups, but think about how useful this information will be. Even if you’re just starting out, think ahead. Profiling and segmentation will be a lot more straightforward if you have collected a postal address. Also, consumers are not as scared as you may think about giving their details as long as they can see what they will get in return and how you will look after their data.
3. Permissions – I’ve sat in protracted meetings discussing permissions and I concede that they are dull, however they are vitally important. Most channels are opt-in, although postal is still opt-out of course. Does it make sense to ask people to opt-in for all channels? Test it…does positive postal opt-in result in higher quality, more responsive data than relying on failure to opt-out? Am I future proofing my base by doing this? Is one simple multi-channel permission, followed by access to a preference page, less confusing than a jumble of little tick boxes that may confuse the consumer?
4. Consider a "creeping data strategy". Collect a limited amount of information up front, then use this to communicate and build brand trust with the consumer. Over time, collect additional (but only relevant) in subsequent communications.
5. Where do I put the information I’m collecting? It might sound daft, but is there actually a field in your database where you can store the answers to the questions you are asking? It's all well and good collecting "interesting stats", but infinitely more useful if you can add depth to your database and use the new criteria for targeting.
As you can see there isn’t a right or wrong answer, but be forward thinking, transparent and honest and you’re already half way there.
Rupert Harrison
Chair Best Practice & Data Hub, DMA Email Marketing Council and Data Planner, News International
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