In general terms, this term is often used to describe the total strategy used by a business to learn more about its customers. Within a customer identity context, it refers specifically to expanding the information captured in customer profiles over time to enhance and personalize experiences and optimize marketing, sales and even product strategies.
Also used to optimize business strategies and improve customer experience, conditional profiling describes workflows designed to capture actionable data sets about customers when specific, pre-determined conditions are met during their digital interaction with a business.
What’s possible with progressive and conditional profiling?
Grow More Valuable Relationships
Any good relationship should get better over time. Progressive and conditional workflows made possible with Gigya’s Registration-as-a-Service feature help clients get to know their customers one step at a time, so a profile that begins with simple name and contact information can blossom into a rich and detailed identity over time without any undue friction imposed on the customer’s experience.
Tell a Better Story through Unified Data
Gigya helps clients get more from “passive profiling”, that is, collecting customers’ behavior information to drive marketing strategy, by enabling the ability to combine those attributes with data derived from directs “asks” from customers. For example, someone browsing for clothing might be asked if they are shopping for themselves or for a gift. This helps avoid the “creepy factor” possible in personalization by avoiding inaccurate and off-putting inferences.
Campaign for a Better Campaign
Planning ahead is key for effective progressive profiling strategies. By thinking of each progressive flow as a campaign with revenue-based goals, growth opportunities can be unlocked for a variety of business stakeholders:
Marketing: Better segmentation for more effective targeting
Product: Proving increased value for ad revenue to encourage partnerships
Sales: Driving more partnerships through campaigns that provide valuable data to sponsors
Architect your Customers’ Experience
Tailoring campaigns based on conditional logic helps ensure a best-fit customer experience that protects the brand. The vast majority of consumers are willing to answer questions if they are presented in the appropriate context and with restraint. For example, if a logged-in consumer is shopping for motorcycle insurance quotes, it’s appropriate to ask whether they own a motorcycle or are planning to buy one in the near future. It also makes sense to allow a logged-in customer browsing published content to add articles to their reading list, or to allow a repeat customer to “follow” product categories, authors or topics.