Name: Collecting User Data in SAP Customer Data Cloud
Uploaded: 2022-9-29
Duration: 258 s
Description: In this microlearning video, we’ll focus on user data collection within SAP Customer Data Cloud. We will share best practices on what data to collect in Customer Data Cloud, followed by data collecting tactics and strategies.

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<div><div>In this microlearning video, we’ll focus on user data collection within SAP Customer Data Cloud. <br>We will share best practices on what data to collect in Customer Data Cloud, followed by data collecting tactics and strategies.  <br></div></div>

Collecting User Data in SAP Customer Data Cloud

In this microlearning video, we’ll focus on user data collection within SAP Customer Data Cloud. We will start by sharing best practices on what data to collect in Customer Data Cloud, followed by data collecting tactics and strategies.  User data can come in various types and from different sources, and there are many ways to categorize user datasets. Typically, within Customer Data Cloud, we look at user data sets in four dimensions. User registration data, behavioral related data, first party social data, and system related data. After knowing what user data to capture, it is recommended to design a registration experience that is flexible to meet both business and IT objectives. For this, you can utilize the “registration as a service” feature in Customer Data Cloud. It allows you to gather critical information about users, store user data securely, and leverage it for an enhanced customer experience. With Registration as a service, users can easily establish a full profile through registering via Social Login, or Email and Password.  When collecting user data through registration, it is recommended to think about the following. Essential data sets required at registration. The more you ask for, the greater risk of drop-off. User data to be collected overtime, and Consent Data like terms and conditions, privacy policies, and newsletters. Let’s take a look at some data collecting tactics and strategies. Collecting data from any user is a relationship developing process. It is necessary to cover all relevant touchpoints in the user journey to understand when and how to capture useful data without interrupting the user’s experience.  Using Lite Registration in Customer Data Cloud’s Customer Identity is the simplest way to start creating relationships with users who are not yet ready to create a full account.  Hook users in with tailored newsletters, contests, or promotions for simply providing an email address. When users are ready to fully register, Customer Identity can merge all these subscriptions into one user ID.  Progressive profiling is also a recommended approach when capturing customer data sets, as well as having regular reviews with key business stakeholders. The general process is to assess the current data being captured, assess your data needs roadmap, and break them down into a progressive profiling structure to define when and how to capture additional users’ information.  In practice, there are two types of progressive profiling. Active Profiling, which is based on a set of “conditions” that are met before asking the user a contextual question. For example, asking users directly to sign up for more product updates. And Passive Profiling, which is the capturing of preferences and additional data sets through interaction with content on-site. This commonly includes saving a category, or ‘favoriting’ an item, and setting preferences from within a topic.  Profiling is a user interaction loop that serves for data utilization. The more you know about users, the more you can make personalized offers and interact with them. And the more interactions you have with users, the more profiling you can do.  As we wrap up this Microlearning, here are some key takeaways. Always make it clear to the user why you are asking for personal information. Provide value to the user for sharing their information. Have regular reviews with key stakeholders about data collecting objectives. And have bi-annual ideation sessions to stay innovative against your competitors.