WorkDecember 1, 2023

Data Enrichment Campaigns: Progressive Profiling and Consent-Aware Strategy

Marketing Activation

Project Notes (full article to be written)

Source: Luxury beauty brand - Customer data enrichment campaigns (Consent management solution, GDPR, Marketing automation platform) Context:

Marketing and service campaigns for customer data enrichment
Targeting filters for data enrichment campaigns by country, brand, and data to enrich
Strategic choice between service message and marketing message based on available consents

Technologies:

Privacy Platform: Consent management solution
CRM: Marketing automation platform
CDP: CDP Platform
Data Warehouse: BigQuery

Implemented Strategies:

Optimization of customer profile completion rate
Progressive profiling (collect one data point per interaction)
Incentivized surveys (10% discount for completing profile)
Service messages asking for profile completion
A/B testing of messaging and UX flows

Results:

Profile completion increased from 60% to 78% (+18pp)
Better personalization enabling higher conversion
Consent-aware messaging strategy
Multi-wave consent collection campaigns
Opt-in rate: 10% → 22% (+120% improvement via A/B testing)

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38M+

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€5B+

Managed Revenue

32+

Countries

7+

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