Playbook — Data Enrichment
Progressively learn more about your contacts through repeated, rewarded interactions.
Use this playbook when you already have a contact database and want to learn more about those people over time — their preferences, buying intent, household size, or other data points that help you personalise future communications. The core mechanic: offer a quick, rewarded interaction in exchange for a small piece of new information.
Ingredients kit
Before you start, confirm you have:
- an existing opted-in contact list to re-engage
- a clear data objective (what specific field do you want to learn?)
- a relevant reward (even a small instant discount or entry into a prize draw works)
- a form or quiz configured with the question you want answered
Steps
Plan — Decide what you want to learn
Pick one or two data points per campaign. Asking too many questions in one go drops completion rates.
- Good examples: preferred product category, city or region, number of children, preferred communication channel.
- Tie the question to the reward — a baby brand asking about number of children and offering a sample makes sense; asking about car ownership does not.
- Plan a sequence: enrichment works best as a series of short campaigns spaced 4–8 weeks apart, each adding one layer to the profile.
Build — Create a short, rewarded quiz or form
- Create a new Campaign in OmniLab Studio and select a form or quiz touchpoint type.
- Add only the questions you need for this round. Keep it to 2–4 questions maximum.
- Configure a reward in Rewards — an instant voucher, a lucky draw entry, or a small exclusive benefit.
- Use the Opt-in & Consent section if this campaign will also be used to update marketing consent.
- Set campaign dates and publish.
Launch — Re-engage existing contacts
- Send the campaign link to your existing opted-in contacts via email or SMS.
- Use a subject line that leads with the benefit ("Answer 2 questions, get 10% off your next order").
- For loyalty programme members, integrate the link into your loyalty platform or app.
Measure — Track completion and data coverage
- Completion rate: what percentage of recipients answered all questions.
- New data points collected: how many contacts now have the enriched field populated.
- Reward redemption: how many enriched contacts used their reward (this tells you how engaged the segment is).
Optimize — Plan the next enrichment layer
After the campaign closes:
- Export or sync the new data to your CRM or email platform.
- Identify which contacts still have gaps in the enrichment fields you care about.
- Plan the next campaign to fill those gaps with a different question or a refreshed reward.
Over 3–5 enrichment campaigns, you will build a meaningfully richer picture of each contact without ever overwhelming them.
Which formats fit this goal
Enrichment favours short, repeatable interactions that each add one new fact to a contact you already have.
- Quiz — one or two preference questions inside a game, from OmniLab Games.
- Form — a rewarded micro-survey when you need a direct answer.
- Advent Calendar — a daily-return mechanic that spreads questions across visits.
- Platform — every answer lands on the same contact record; see the platform page for how records unify across apps.
Frequently asked questions
Will asking for more information hurt completion?
It does when you ask for everything at once. Ask one small question per interaction and reward it; the profile fills out over several campaigns.
Where does the collected data end up?
On the contact's record, next to everything they have done before. Every campaign writes to the same record, so there is nothing to merge afterwards.
Do I need new consent to collect extra data points?
Consent texts are configured per campaign. Review each new question with your legal team so the text matches what you collect.