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It’s not just retailers who get all the luck on Valentine’s Day, there’s a wealth of opportunity to be had for those without ‘the perfect present’ available. In this blog, I’ll look at 3 simple ways you can maximise your data collection efforts, by going on a date with your data.

1. Get to know each other
Data. It’s a “˜big’ topic. There’s a lot of it out there too; in 2012 there was recorded to be 2.75 zettabytes of data floating around in the digital hemisphere. But when your resources are diminished, gaining a bigger portion of that data pie can be a real challenge. The key is to start small and go back to the data’s roots: the customer. After all it’s about them, you’re doing it for them so it’s important you get to know each individual customer first before we attempt to build our data monopolies.

Where you might already hold a lot of data, are there any gaps in your knowledge about your customers? Your data needs will depend very much on your offering but it’s important to identify what information you can easily obtain and use. That’s the key here. Before you go on a mass data collection campaign, decide what you need and more importantly what you can use to make your communications more targeted before you ask for it. Ask yourself, “˜do I have the resources to collect, interpret and implement all this new information, and can I use it?’.

2. Give a gift
Incentivising data collection requests can be a great way of encouraging people to submit. However there are some caveats to consider before you embark on a mass Valentine’s Day giveaway:

3. Thank them for a great time
A thank you goes a long way and especially via email as it can often come across as a lot more human than your generic newsletter. Once people have submitted their details, send them a thank you email telling them how you intend to use it, i.e. to improve their customer experience. You could even use this opportunity to present them with another gift and really leave them feeling special.

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