Data enrichment
Learn more about contacts you already have, with one or two rewarded questions per campaign.
At Lindenhall, the Winter Games Arcade asks every player "How did you hear about the arcade?" and an optional postcode. Each campaign adds a fact or two to the profiles in your CRM.
Plan what to learn
- Start from your contacts who accepted marketing.
- Ask one or two questions per campaign: a favourite shop category, their area, their children's ages or how they like to hear from you.
- Tie the questions to the reward. A kids' workshop can ask about children's ages; it shouldn't ask about cars.
- Plan 3 to 5 short campaigns, 4 to 8 weeks apart, each asking something new.
- Set your success target. Judge the campaign on its answer rate: contacts who answered, out of contacts you invited. Agree the figure with your team before launch.
Build it in Studio
| Part | Choose | Guide |
|---|---|---|
| Questions | A participation form with your one or two questions, asked Once per campaign before people play | Configure at campaign level |
| Game | Any short game: the questions are the point | Pick a game type |
| Landing page | Only for several games, as in the Arcade: one page presents them together | About landing pages |
| Reward | A small prize for answering, such as a voucher or a Lottery entry | Create a reward |
Consent texts are set per campaign. Review each new question with your legal team, so the text covers what you collect.
Launch it
- Email or text the link to your contacts who accepted marketing. The Arcade holds several games, so share its landing page's link: see The campaign link. With one game, share the game's own link.
- Lead the subject line with the benefit: "Answer 2 questions, get 10% off your next visit".
- Put the link in your loyalty app. With customer accounts connected, your app can also pass the member in: see Foreign contact identifier.
Measure it
Answers stay with the campaign that asked them: Studio has no single view of a contact. In Participants > All Participants, select Download, then Form answers with participant data. It gives one row per form filled in: the participant's details, such as their Email, then the Touchpoint and one column per question. Your CRM then joins answers from every campaign on the email. See Exports & reports.
Asked Once per campaign, the form gives one row per contact, invited or not. For your answer rate, keep only the rows whose email is on your invite list. Divide that count by the contacts you emailed or texted.
Improve the next one
- Check the answer rate against your target. Below it, make the reward clearer in the subject line, or drop to one question.
- Check the optional question. Count its empty cells in Form answers with participant data. Many blanks mean people won't share that fact for this reward.
- Send the answers to your CRM after each campaign: see Sync contacts to your systems.
- List the contacts still missing a fact in your CRM, and invite them to the next campaign.