One of our key campaigns, which is available on all of our product platforms, is a Points for Data Campaign. In B2B, really understanding the audience and the individuals within a business can be crucial to creating personalised experiences, promotions and offers. Often, where there is a channel relationship, a business may not have any data on their end customers, so collecting this can have a real tangible value to the business. 

Campaign Benefit 

You get better data on your members and can start to identify opportunities for increasing share of wallet or brand stretch. You can use the data in future to further personalise campaigns or communications. 

Some Key Considerations: 

  1. Consider how you are going to use any data that you ask for, and what the value is to both the business and the member.  

  1. Consider the accuracy and availability of the data. How accurate will it be depending on who is entering it, and can it be made available to everyone for a specific period, or forever? 

  1. Consider whether you need to add consent options to any of the data fields (e.g. asking the member to give consent for you to use that piece of data). 

 

How Your Members Will Earn in the Campaign 

When your member accesses their profile page they will see a rosette icon next to each profile field on which they can earn points. Once they have earned points for that piece of data, they will no longer be able to earn, should they subsequently delete the date or edit it. If they delete the data from a field, any points previously earned will be removed. 

 

We talked to Laura Lloyd about how the Points for Data campaign is being used by some of our clients: 

We are specialists in B2B and the difficulties of building loyalty in a channel relationship is one we have come across many times in the past. We built the Points for Data campaign specifically to assist our clients in getting information from their account users, the members of their loyalty programme. Being able to build a profile of each user that interacts with the business allows them to segment their audience better, both from a company perspective and an individual perspective. It allows our customers to start to understand who pays the invoices, who signs the contracts, who decides what products to purchase and who might use the products and services. All of this enables the team to build out more sophisticated marketing collateral to target the individual rather than just the business as a whole. 

 

About the Author

Melanie Parker

Melanie Parker

Stream’s co-founder, Melanie, became the first British woman to become accredited with the CLMP from The Loyalty Academy. Passionate about all things loyalty, Melanie cuts through the technical jargon and gets to the real business issue. Melanie loves to develop engaging digital solutions that appear simple whilst creating long lasting partnerships that add value to all.

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