Data with Purpose

Does all your customer data have a purpose?

All your consumer data should have a clear purpose.

Think about the data you collect from those who engage with your brand. Does each piece of information you're asking for have a purpose?

A few examples:

If you offer email list sign-up on your website, will you send emails to that person that are useful, valuable, and helpful?

If you collect physical address when someone is creating a profile, is direct mail an actual channel you leverage in your marketing toolkit?

If you ask about product preferences, do you tailor your marketing message around this information?

It's easy to collect and hoard data. Storage is cheap and, who knows, maybe one day you'll need it, right? But if you don't have an actual use case for the data that yields more helpful and personalized communications - why are you asking for it?

Remember - when people exchange their information, it's done as an act of permission. Giving an email address is an act of permission to show up in their inbox. Giving a physical address is an act of permission that creates an expectation that you'll show up in their mailbox. Sharing personal product preferences is an act of permission done with the expectation that you'll personalize content and recommendations.

The data you collect should have a purpose because it was given with permission. Permission is valuable. Treat it as such.

Thanks for spending time with me in my workshop,

Eric