You always need a reason for collecting data

You always need a reason for collecting data

When you ask for data from someone (member, customer, prospect, etc.) there has to be a clear reason the person you're asking will provide that data. (The reason needs to be clear to the consumer!)

If you're selling a membership or event registration, asking for contact info, including email address, seems pretty self-explanatory. After all, as the consumer, I understand you need that information in order to communicate with me.

But when you start asking lots of other questions, like my age, or ethnicity, or highest level of work experience, as the consumer I start wondering "What are you going to do with this data?" And the more the consumer starts wondering what you're asking, the less likely you are to get a response. Or put another way, asking for more data is likely to lower your response rates (i.e., fewer buyers).

So it is incumbent upon us to always explain why data is being collected if it isn't absolutely clear. Otherwise the consumer will vote with her feet.

Wes's Wednesday Wisdom Archives

“Working with you is like going to therapy.”

October 20, 2021

“Working with you is like going to therapy.” I was working with a client last …

“Working with you is like going to therapy.” Read More »

The best ideas are stolen

October 13, 2021

The best ideas are stolen I don’t remember where I first heard it, but someone said …

The best ideas are stolen Read More »

It’s all about expectations

October 7, 2021

It’s all about expectations One of the most critical contributors to the success of a …

It’s all about expectations Read More »

Either you test, or your members will

September 29, 2021

Either you test, or your members will If I was forced to choose the single …

Either you test, or your members will Read More »

But are you really willing to change?

September 22, 2021

But are you really willing to change? When any organization is making a change in data management …

But are you really willing to change? Read More »

Two tips for data conversion

September 15, 2021

Two Tips for Data Conversion I’ve written a lot about data conversion over the years …

Two tips for data conversion Read More »

Who should “own” the database?

September 8, 2021

Who should “own” the database? One of the most common questions I get from my …

Who should “own” the database? Read More »

What makes you weird?

September 1, 2021

What makes you weird? When I work with clients on selecting a new association management system, one …

What makes you weird? Read More »

Why “AMS Consortiums” Don’t Work

August 25, 2021

Why “AMS Consortiums” Don’t Work About once a year I will get a call from …

Why “AMS Consortiums” Don’t Work Read More »

Your vendor will disappoint you

August 18, 2021

Your vendor will disappoint you I follow politics as a hobby. A past publisher from …

Your vendor will disappoint you Read More »

Scroll to Top