It is now possible to collect a multitude of detailed information on its customers and prospects, and this in compliance with the law (GDPR for example). Used properly, this data can be very useful for businesses. By making it possible to respond more precisely to the needs and expectations of audiences, they indeed help to improve the offer and marketing actions of businesses on a daily basis.
Efficient use of data is playing an increasingly important role in the success of a marketing strategy. Lead nurturing, targeted display campaigns, automation, creation of personalized content … Whatever marketing operations you are looking to set up, they are all based on the same pillar: data collection and exploitation. Faced with competition, these are an effective way to build more personalized and stronger customer relationships.
What are the different types of data and how are they used? Find out in this Qualifio article!
Small typology of marketing data
We can categorize the different types of data according to two dimensions: their source (first party, second party or third party) and the collection method (declarative or non-declarative).
Differentiate data according to source
▷ The data first party
This is the information harvested by the company itself on its offline or digital channels: websites, mobile applications, online advertising, points of sale, CRM, etc. They can be behavioral (collected via cookies, for example) or declarative.
In the context of the GDPR and following scandals such as that of Cambridge Analytica, the data first party are the most popular: 56% of advertisers and media agencies favor this “proprietary” data because they allow you to have first-rate knowledge of the consumers or prospects of a brand. (Source) They also provide more control and security.
Example: The airline company ElastiqueFlight collects data on its travelers through its loyalty program. Contact data is collected via a form that the member fills in at registration, and is then enriched with behavioral data first party collected via a cookie placed on the web portal dedicated to members.
▷ The data second party
They are the data first party collected from partners which enrich the proprietary data already available to the company. They are most often targeted based on a partnership established between the two brands – sometimes paying.
Example: ElastiqueFlight wishes to collect contact data, to promote its loyalty program to a wider base. It therefore establishes a partnership second party with her longtime partner, the US tourist office (a destination to which she has many flights), who provides her with an email database.
▷ The data third party
They are purchased from outside suppliers specialized in large-scale data collection and analysis, or used through social networks. Their role is to complete the data first party and second party. Data sources can be multiple and there are often several intermediaries in the transaction. Although it has the advantage of already being segmented by a specialist provider, which is a considerable time saver, this data becomes somewhat obsolete in the post-GDPR digital ecosystem.
Example: ElastiqueFlight pays the specialized company Data Renard to obtain additional data on a specific segment of its target group, ie people interested in travel to the United States.
Differentiate data according to their collection method
▷ The declarative data
These data are obtained through a process called “declarative”, that is, they are collected directly from people’s statements. They are mainly used to qualify the customer profile and to improve targeting.
Example: ElastiqueFlight is implementing a survey to improve its customer knowledge. To conduct her investigation, she uses online questionnaires, as well as telephone and face-to-face interviews.
▷ Behavioral data
This is all the information that translate behavior Internet users, for example when they send an e-mail, or when they browse a website. They can be identified or not, depending on whether the customer has entered his username and password, for example.
Example: ElastiqueFlight tracks open and click-through rates on the emails it sends. If a user has not clicked on the last 3 newsletters, they stop sending them. ElastiqueFlight also follows the navigation on its site: an abandoned basket or the search for a flight to a specific destination triggers the sending of a personalized automatic e-mail.
What about personal data?
▷ Personal data and the GDPR
For 60% of companies, the RGPD significantly changed workflows regarding the collection, use and protection of personal information. (Source)
Strongly associated with privacy, personal data corresponds to information that makes it possible toidentify a person directly or indirectly, including cross-checking with other data.
Personal data can therefore be a name, an address, a telephone number, but also a customer number, location data or an online identifier.
Personal data can therefore be as much data first party than second party or third party. It can also be declarative or not. Typically, an IP address is not declarative data, but is considered to be personal data.
What about anonymized, encrypted or pseudonymized data?
Personal data which has been anonymized, encrypted or pseudonymised, but which can be used to identify a person again always constitutes personal data and is covered by the GDPR. In order for data to be truly anonymized, the anonymization process must be irreversible. (Source)
How to collect customer data?
Easily enrich your customer database with interactive marketing campaigns (quiz, random draw, instant win, contest, form, survey, personality test, memory, etc.). This content allows you to collect data in a fun and interactive environment. The data can then be integrated in real time into all your tools (emailing, CRM, etc.) so that you can use them and generate new business opportunities.
The platform Qualifio allows you to
- collect qualified leads through 50+ interactive mechanics;
- enrich your marketing strategy for the data collected;
- segment your databases;
- improve Targeting and personalization of your next campaigns;
- analyze performance of your campaigns in real time.
The ideal solution to collect reliable data, transform your contacts into potential customers, and improve your loyalty!
Click here to discover Qualifio
Article written in collaboration with Qualifio