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  • Chris Bratton - Tech Journalist

Optimising first-party data collections in 5 ways

The pandemic of COVID-19 has changed our world a lot. We can see the effects of the pandemic here and there throughout the world. And one of the significant changes COVID-19 caused is a rapid increase in digital interactions.

So, the actual race begins among the sales and marketing teams of popular brands to see who will excel in optimising digital interactions and gathering first-party data. Companies need to follow some methods like the Vice President of Content Marketing in ON24, Mark Bornstein, for optimising first-party data. Although some companies use diverse methods, let's see how they work.

Through registration form

When we try to sign in to some website or application, we often have to register our data first. It's almost necessary for every other website listed on the internet.

Through this registration form, we can gather our customers' data efficiently. We will voluntarily put their name, email, passwords, date of birth, gender, phone number and other required credentials on the form. We can arrange their data according to our desired sections with this registration—a flawless and harmless method to gather first-party data.

SSO (Single Sign-On)

We've encountered these kinds of sign in or register functions. Here, the user/customer just has to sign in or register their accounts to the webpage using a Google account with a click only.

And we can gather all of the information their google account will hold like, their email address, passwords, name, phone numbers, locations and many more credentials. It's a win-win situation for both of the party. The customer will gain access to the page without any passwords or usernames or email addresses, and we will get their data without a hitch.

Interactivity in landing pages

Well, the idea of this method was taken from Mark Bornstein. He once said, "We see more personalised content hubs. No matter what page you navigate to, you'll get something specific, whether on a website or a targeted landing page."

In landing pages, we can use personalised features to allow the users and customers to interact with us virtually. Through this method, they can get the answers to their questions, and we can gather their data for marketing causes.

Through polls and surveys

We have seen Google itself make us take the surveys. The surveys will help them gather their customers' opinions about them to satisfy their customers. But it is also an excellent method for collecting data. Their opinions are a form of data. Although, here, we collect more opinion-based data rather than containing their credentials.

The polls also play a vital role in collecting data. Many companies post a poll about their services or products to know what people think about them. It's also a form of information.

Reviews and Feedback from Customers

Reviews and feedback are very crucial for B2B companies so. What do their users and customers think about their services, what the users think about their products and how the users value them; all can be known through feedback and reviews.

Popular online retailers like Amazon, Alibaba, and Walmart highly value their customers' reviews. Their sales and marketing departments had to endure many difficulties to satisfy their customers to stay in the competition.

The COVID-19 pandemic has made these sorts of competition even more aggressive. To optimise their digital interactions with their customers, they had to find new ways to gather first-party data. The more unique a method is, the more attention it will catch from people. The pandemic didn't stop our world from moving, and it made its evolution faster. According to Mark Bornstein, "Our digital future was happening well before a global pandemic; it simply accelerated it."


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