{"id":16137,"date":"2022-02-23T01:11:06","date_gmt":"2022-02-23T01:11:06","guid":{"rendered":"https:\/\/mailinvest.blog\/index.php\/2022\/02\/23\/progressive-profiling-fuel-for-long-short-term-personalization\/"},"modified":"2022-02-23T01:11:06","modified_gmt":"2022-02-23T01:11:06","slug":"progressive-profiling-fuel-for-long-short-term-personalization","status":"publish","type":"post","link":"https:\/\/mailinvest.blog\/index.php\/2022\/02\/23\/progressive-profiling-fuel-for-long-short-term-personalization\/","title":{"rendered":"Progressive Profiling: Fuel for Long- & Short-Term Personalization"},"content":{"rendered":"

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\u00a0Posted by Chad S. White<\/a> on February 22, 2022<\/p>\n

\u00a0Leave a Comment<\/a><\/p>\n<\/p><\/div>\n

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With the phaseout of third-party cookies on the horizon, brands are focusing more on collecting zero-party data. This is information that\u2019s provided directly to brands by consumers. Often, it\u2019s provided in response to progressive profiling efforts\u2014that is, ongoing efforts to build an evolving picture of a customer or prospect over time through forms, surveys, and other methods. Without progressive profiling, you\u2019re reliant forever and solely on the information that was shared at the very beginning of the relationship. That\u2019s inefficient for two reasons.<\/span><\/p>\n

First, long forms are daunting and a big turnoff to prospects and customers. Every question you add to a form reduces the form\u2019s completion rate, even if some of those questions are optional. Because of that, it\u2019s nearly impossible to get enough information through a single interaction to build an enduring relationship. Brands encounter much less resistance and generate much more success when they ask for a little information at a time, which is central to progressive profiling.<\/span><\/p>\n

Second, data has a shelf-life. The needs and desires of people and businesses are constantly changing and evolving, so data has to be updated periodically. Indeed, some data has a very short shelf-life before it becomes obsolete. That said, both long- and short-term progressive profiling data are valuable and worth pursuing. Oracle Marketing Consulting\u2019s Peter Briggs looks at the key differences between these two types, and then looks at how to leverage this data.<\/span><\/p>\n

>> Read the entire post on Oracle\u2019s Modern Marketing Blog<\/a><\/span><\/strong><\/p>\n

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