What is progressive profiling and how can it benefit your business?

As the data trust gap between customers and businesses continue to grow, and as third-party cookies become redundant, there is an urgency to adopt a modernized approach to customer data collection. The good news is, there is another way. Enter progressive profiling.

Regardless of the business you run, whether it’s in retail, insurance, or healthcare, you’re likely to rely on user data to deliver the personalised experiences that individuals demand. In fact, Gartner has shown that 71% of B2C and 86% of B2B customers expect companies to be well-informed about their personal information during an interaction. And yet, businesses should be wary of adding intrusive data-collection forms into the customer journey. Progressive profiling introduces a fresher and far more proactive take on data collection.

What is progressive profiling?

In short, progressive profiling is an approach to data collection where customer data is gradually collected with relevance, transparency, and compliance at the forefront. It involves businesses asking individuals for small bits of information throughout the user journey, allowing detailed user profiles to be created in a compliant and non-invasive way.

5 ways progressive profiling can benefit your business

Because of the way progressive profiling gathers information incrementally, it can greatly improve the user experience when compared with other methods of customer data collection. Progressive profiling can support your customer strategies in a number of ways, allowing you to:

1. Capture customer insights and build high-quality profiles in a compliant manner

Regulations like the EU’s GDPR rules stipulate how businesses can collect, store, and manage user data. Using progressive profiling, businesses can give users the option of adding personal information under their account settings. While this may not provide much visibility, it is frictionless and guarantees user consent for data collection. Capturing customer insights in this way provides always-on compliance and en

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