We all know that consumers expect their brand experiences and marketing to be tailored to them, personalized. And that personalization is based on data that they have voluntarily shared or has been collected through technology.

Most of the conversation around data collection today is focused on data privacy — how consumer data is collected, how long it is stored and if it is distributed. 

But let’s take it a step further. Assuming your audience has opted in: how can marketers and businesses ensure we are collecting the right data? What do we really need to know about our customers? Are we asking the right questions?

Determining Data Relevance

First thing’s first. What do you need to know? When deciding what data to collect or what forms to put on a lead form, you should keep three things in mind:

1. Your Goals
2. The Customer’s Experience
3. Your Ethical Responsibilities

First – make sure the data you are collecting maps directly to your goals. For example: if you are selling a range of products that are appropriate for different age groups, you may want to ask for the customer’s birthdate or age range. Then, in turn, you can target the market or customize your messaging toward the product that best fits their age. The data requested helps achieve your goals. Conversely, if all of the products are similarly priced and fairly reasonable, it may not be necessary to inquire about income level. 

Beyond Compliance: Positive Consumer Experience 

Next, asking for that birth date, consider how and when you ask – think about making it relevant to the customer’s experience. You’ll want to explain how providing their age range or birthdate will help you select the right product for them. 

This could look like an online quiz, survey or a form that provides access to free content. Collecting data in this manner is sometimes referred to as “zero party data.” That’s because it’s first party data that’s given freely and purposefully, because the consumer wants to engage in the experience it allows for. 

In fact, McKinsey found that around 66% of users would consider sharing personal data to get a more valuable experience. 

Maintain Ethical Practices

We’re more used to hearing about “third party data” – or when our personal information is provided from one company to another. We’re all hyper-aware of the widespread selling and misuse of our data. So naturally, consumers are often leery of sharing too much information (or any). 

To maintain ethical data practices, you should follow these five principles, outlined by Harvard Business School:

1. Ownership – consent, consent, consent! An individual’s personal data belongs to them and this should always be acknowledged and considered. User consent should be part of the data collection process.
2. Transparency – Be clear on how and why you are collecting the data. Reassure users that you will not sell or improperly disclose data.
3. Privacy – If you are collecting data that would be considered personally identifiable info (like an address, phone number or a social security number) make sure you are following data security methods to prevent the data from being stolen.
4. Intention – What will you do with the data? (More on this…)
5. Outcomes – Think about potential outcomes of your data collection/analysis and how they might help or harm your consumers. 

It’s up to marketers and businesses to follow best practices – this also includes not collecting unnecessary information and being mindful of how technology is used to obtain data.

Have a Plan for Data Use

You’ve heard the phrase “don’t let your eyes be bigger than your stomach,” right? Just because you can get access to something, doesn’t mean you should. Only collect the data that you will use. 

How? Start by having a plan for how you’ll plan to use it before you start collecting any data. Building this strategy might require you to:

• Look at ways to integrate personalization into email marketing
• Review the technology and resources available to create and maintain a personalized approach
• Segment audiences based on demographic data and alter messaging
• Look to diversify marketing campaigns based on different audience types
• Reduce the amount of generalized messaging by focusing only on those specific/tailored experiences (making for a better customer experience!)