{"id":3239,"date":"2014-09-09T09:08:09","date_gmt":"2014-09-09T07:08:09","guid":{"rendered":"http:\/\/www.digitalresponse.es\/blog\/?p=3239"},"modified":"2014-09-09T09:08:09","modified_gmt":"2014-09-09T07:08:09","slug":"como-recoger-datos-de-los-usuarios-y-mantenerlos-actualizados","status":"publish","type":"post","link":"https:\/\/www.digitalresponse.es\/en\/como-recoger-datos-de-los-usuarios-y-mantenerlos-actualizados\/","title":{"rendered":"How to collect user data and keep it up to date"},"content":{"rendered":"<p>We have already discussed the <a title=\"The importance of the Opt-In: How to create an effective registration form\" href=\"https:\/\/www.digitalresponse.es\/en\/blog\/la-importancia-del-opt-in-como-crear-un-formulario-de-registro-eficaz\/\">opt in and the need to keep our forms short <\/a>to reduce friction in the registration process, but this need competes with the need to collect as much user information as we can. To reconcile these objectives, we can apply a <strong>progressive data collection.<\/strong><!--more--><br \/>\nIn this image from Marketo we can see how the length of a form affects conversion.<br \/>\n<a href=\"https:\/\/www.digitalresponse.es\/wp-content\/uploads\/2014\/08\/Marketo-Form-Research.jpg\"><img fetchpriority=\"high\" decoding=\"async\" class=\"size-full wp-image-3240 aligncenter\" src=\"https:\/\/www.digitalresponse.es\/wp-content\/uploads\/2014\/08\/Marketo-Form-Research.jpg\" alt=\"Marketo-Form-Research\" width=\"500\" height=\"375\" \/><\/a><br \/>\nThe <strong>Progressive Profiling<\/strong> allows us to take advantage of the benefits of a short registration form and, once registration has been achieved, to expand the information we have available. In order to gather this information, we can use a <strong><a title=\"The registration form and the preference centre\" href=\"https:\/\/www.digitalresponse.es\/en\/blog\/el-formulario-de-registro-y-el-centro-de-preferencias\/\">centre of preference <\/a><\/strong>where the user can fill in and update their information. Often, to take advantage of the user's interaction, the preference centre appears just after the registration, as we see in this case of KIABI:<br \/>\n<a href=\"https:\/\/www.digitalresponse.es\/wp-content\/uploads\/2013\/10\/kiabi-formulario-de-registro.png\"><img decoding=\"async\" class=\"alignnone size-full wp-image-2236\" src=\"https:\/\/www.digitalresponse.es\/wp-content\/uploads\/2013\/10\/kiabi-formulario-de-registro.png\" alt=\"kiabi-formulario-de-registro\" width=\"1061\" height=\"711\" \/><\/a><br \/>\n<strong> Giving access<\/strong> the user to the preference centre, e.g. with a permanent link in the emails, <strong>is often not enough.<\/strong> Ideally, the existence of the preference centre should be communicated through ad hoc mailings and <strong>make the user aware of the benefits of sharing their information with us<\/strong> (messages that are tailored to their interests, personalised offers, etc.). We must use creativity and take advantage of this to strengthen the relationship with the user, <strong>Let us avoid being aloof,<\/strong> we must make the user place their trust in us. It is effective to offer\u00a0<strong>incentives<\/strong> such as discounts, participation in raffles and exclusive offers...<br \/>\nWe can also use<strong> forms for concrete actions. <\/strong>It is advisable that these forms are very visual and that we formulate the questions so that they work as a hook. For example, let's imagine that a fashion retailer wants to know what kind of products a customer is interested in during a specific period such as Christmas. With this information, they can adjust the content of the emails they send during this period. Normally in the preference centre you would find this explicit option, a section to select interests, but if you create an action to collect this data in a more indirect way, it could be something like this:<br \/>\n<img decoding=\"async\" class=\"size-full wp-image-3242 aligncenter\" src=\"https:\/\/www.digitalresponse.es\/wp-content\/uploads\/2014\/08\/registro-progresivo.jpg\" alt=\"registro-progresivo\" width=\"600\" height=\"274\" \/><br \/>\nLet us not forget that it is not only a matter of collecting this information, but also of keeping it updated, so it is advisable to carry out campaigns with this objective periodically. Obtaining as much information from our users as possible and keeping it updated ensures more relevant and, therefore, effective communications.<\/p>","protected":false},"excerpt":{"rendered":"<p>We have already talked about opt-in and the need to keep our forms short to reduce friction in the registration process, but this need competes with the need to collect as much information from the user as we can. To reconcile these objectives, we can apply progressive data collection.<\/p>","protected":false},"author":4,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[37,41],"tags":[],"post_folder":[],"class_list":["post-3239","post","type-post","status-publish","format-standard","hentry","category-blog","category-email-marketing"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.0 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>C\u00f3mo recoger datos de los usuarios y mantenerlos actualizados - Digital Response<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.digitalresponse.es\/en\/como-recoger-datos-de-los-usuarios-y-mantenerlos-actualizados\/\" \/>\n<meta property=\"og:locale\" content=\"en_GB\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"C\u00f3mo recoger datos de los usuarios y mantenerlos actualizados - Digital Response\" \/>\n<meta property=\"og:description\" content=\"Ya hemos hablado del opt in y la necesidad de que nuestros formularios sean breves para reducir la fricci\u00f3n en el proceso de registro, pero esta necesidad compite con la de recopilar la mayor cantidad de informaci\u00f3n del usuario que podamos. Para compaginar estos objetivos podemos aplicar una recogida de datos progresiva.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/www.digitalresponse.es\/en\/como-recoger-datos-de-los-usuarios-y-mantenerlos-actualizados\/\" \/>\n<meta property=\"og:site_name\" content=\"Digital Response\" \/>\n<meta property=\"article:publisher\" content=\"https:\/\/www.facebook.com\/digitalresponse\" \/>\n<meta property=\"article:published_time\" content=\"2014-09-09T07:08:09+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/www.digitalresponse.es\/wp-content\/uploads\/2014\/08\/registro-progresivo.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"600\" \/>\n\t<meta property=\"og:image:height\" content=\"274\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"author\" content=\"alecastellano\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:creator\" content=\"@dresponse\" \/>\n<meta name=\"twitter:site\" content=\"@dresponse\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"alecastellano\" \/>\n\t<meta name=\"twitter:label2\" content=\"Estimated reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"2 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\/\/www.digitalresponse.es\/como-recoger-datos-de-los-usuarios-y-mantenerlos-actualizados\/#article\",\"isPartOf\":{\"@id\":\"https:\/\/www.digitalresponse.es\/como-recoger-datos-de-los-usuarios-y-mantenerlos-actualizados\/\"},\"author\":{\"name\":\"alecastellano\",\"@id\":\"https:\/\/www.digitalresponse.es\/#\/schema\/person\/be6c41a4d4407b1246712e461e2d13fe\"},\"headline\":\"C\u00f3mo recoger datos de los usuarios y mantenerlos actualizados\",\"datePublished\":\"2014-09-09T07:08:09+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\/\/www.digitalresponse.es\/como-recoger-datos-de-los-usuarios-y-mantenerlos-actualizados\/\"},\"wordCount\":422,\"commentCount\":0,\"publisher\":{\"@id\":\"https:\/\/www.digitalresponse.es\/#organization\"},\"image\":{\"@id\":\"https:\/\/www.digitalresponse.es\/como-recoger-datos-de-los-usuarios-y-mantenerlos-actualizados\/#primaryimage\"},\"thumbnailUrl\":\"https:\/\/www.digitalresponse.es\/wp-content\/uploads\/2014\/08\/Marketo-Form-Research.jpg\",\"articleSection\":[\"Blog\",\"Email Marketing\"],\"inLanguage\":\"en-GB\"},{\"@type\":\"WebPage\",\"@id\":\"https:\/\/www.digitalresponse.es\/como-recoger-datos-de-los-usuarios-y-mantenerlos-actualizados\/\",\"url\":\"https:\/\/www.digitalresponse.es\/como-recoger-datos-de-los-usuarios-y-mantenerlos-actualizados\/\",\"name\":\"C\u00f3mo recoger datos de los usuarios y mantenerlos actualizados - 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