The Pure360 Advanced Email Series: Data Capture

An effective data capture strategy is pivotal in ensuring the success of your business, and in a constantly changing landscape, companies are now seeking proven mechanisms to capture data beyond simple web forms or social media signups.

Delivering relevant customer focussed conversations isn’t possible without data. In today’s digital world data is everywhere, however being able to capture the right data that satisfies today’s objectives whilst being mindful of your future requirements can usually go two ways.

Firstly, you collect so much data (just in case it is useful), that you have no means to sift through to find anything meaningful and actionable. Or secondly, you don’t collect anywhere near enough data to demonstrate any understanding of the customer.

In this report we will help you discover the best ways in which to capture data, dependant on where you sit on the Maturity Model today, whilst guiding you on what might be useful in the future.

With advancements in modern technology, businesses are now shifting away from manual data entry towards automated data capture, both demographic and behavioural. Fast, accurate and largely inexpensive, automated data capture can save businesses a lot of time and money.

However, when implementing a data capture strategy, there are several challenges which must be overcome. Aside from the fundamental issues of capturing data including missing pages, blank fields, spelling mistakes and incorrect variables, issues with the setup of the forms can lead to collection of inaccurate data.

Free text fields in web forms require manual, real-time validation and should be avoided where possible as they allow for numerous variations in their responses. Questionable data quality can render the data as null and void, or alternatively result in expensive cleansing campaigns.

Within this guide you’ll learn about:

• The amount of different methods of data capture, and where and when to use them
• how we use our Email Maturity Model to benchmark email strategy and maturity
• Potential challenges with implementing data capture methods
• Ideas and suggestions on how to improve and scale your current data capture strategy