The complete guide to leveraging DataCapture

DataCapture is a feature within our verification tool that allows you to collect valuable zero-party data from shoppers through your offers.

Locking discounts and offers behind a DataCapture form means you can collect shoppers’ names, email addresses, Closed User Group (CUG) data and most importantly, marketing permissions.

You can then export that data (either via a CSV file or through one of our direct CDP integrations) and use it to build more personalised campaigns and create unique shopper experiences.

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Why you should use DataCapture?

Acquire new customers and improve conversion rates

• 2bn people Google for offers when shopping, and end up on third party voucher sites who collect that shopper data. DataCapture lets you collect that valuable shopper data yourself, including marketing permissions.
• 80% of shoppers are willing to exchange data in return for a discount, but 60% of shoppers will claim an offer and not redeem it.
• With DataCapture, you can re-engage the 60% of shoppers who don’t convert first time.

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Grow the LTV of your customers

• Acquiring new customers is just the beginning. If you want them to grow with your brand, knowing exactly who they are, what closed user group they belong to, and the messaging that will resonate with them most is key.
• Closed user groups have a higher CLTV of up to 100% and spend, on average, 10-20% more per purchase than non CUG customers.

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Building Segments with DataCapture

Segmenting your audience into closed user groups can increase revenue by up to 760%, and is the key to unlocking personalised marketing campaigns, enabling you to be more strategic with your discounts and offers, rather than sending blanket emails to your entire base.

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It allows you to contact them with the right message, at the right time, based on the user group they belong to. Building shopper segments is nothing new, but building closed user group segments unlocks so many opportunities to drive growth.

• For example, if students are an important group for your brand, being able to identify all of your students means you can target them at key times (like when they receive their Student Loan) with the right messaging is a game-changer. ← See our Student Loan Drop play here.

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Creating CUGs also provides additional insights into your most lucrative and loyal groups, where you can analyse metrics like the AOV, CLTV and purchase frequency for your key groups.

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What are the fundamental CUG segments you should build?

First and foremost, build segments for the CUGs that are most important to your brand, whether that’s students, key workers, teachers, military staff.

Secondly, you will need to segment each CUG in two: verified and unverified. This is because DataCapture collects the shopper information one they’ve filled in their contact information, and then updates it after verification is complete. This means that:

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i) You can re-engage those who don’t complete verification and encourage them to claim their discount.

ii) Prevent fraudulent verifications and handing out unwanted discount codes.

iii) Keep your CUG segments clean, to base your marketing campaigns and automation flows around.

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How does this look in practice?

Segment 1

If a shopper begins verification for a CUG discount, but does not complete it,

Then segment by:

1. The Closed user group they belong to
2. Unverified

For example, if someone begins verification for a 20% student discount you offer, but not does not complete verification then segment them as:

i) Student

ii) Unverified

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Segment 2

If a shopper begins and completes verification for a CUG discount,

Then segment by:

1. Closed user group they belong to
2. Verified

For example, if someone begins and completes verification for a 20% student discount you offer, then segment them as:

i) Student

ii) Verified

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You’ve build your segments. Now what?

Segments are the basis for tailored campaigns and automated flows, and it’s crucial to get these right. Now you have that, we’d like to introduce you to Gocertify playbooks.

Our playbooks give you easy-to-implement tactics that leverage your offers to collect more shopper data and improve your customer engagement rates.