As digital communications become ever more abundant in our lives, personalised marketing is on the rise, and brands don’t hesitate to use it to maximise their visibility among their audiences. Yet, in order to do personalised marketing, brands need to have access to customer data. And this is not always easy to come by.

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In our first Qualifio Insights Report, we delved into how leading European brands provide their audiences with a value exchange through interactive marketing campaigns and gamification. This value exchange acts as an incentive for individuals to share both first-party data and zero-party data with brands.

We know about the fun part of interactive marketing campaigns. But at what stage do brands collect data through these campaigns? Enter forms and opt-ins! These two powerful tools can be placed before or after your interactive content and are key to any compliant and effective data collection strategy.

You might have sometimes wondered about the best practices for collecting data using forms and opt-ins. So have we! That’s why we have analysed large amounts of data from interactive marketing campaigns created by major European brands with the Qualifio platform. This has resulted in a second edition of our Qualifio Insights Reports. Read on to find out more about it!

Read Qualifio Insights Report on forms & opt-ins

Forms and opt-ins: essentials in data collection

Put simply, forms are groups of input fields that participants of a campaign can fill out to share their thoughts, preferences, and contact information. Forms enable brands to collect data from multiple individuals in a standardised and structured way, two qualities that you need to consider when handling vast amounts of data!  

On the other hand, opt-ins are not a place for campaign participants to provide information, but they are still essential in the data collection process. Often represented by checkboxes or buttons, opt-ins enable individuals to show their willingness to engage further with brands. They allow them to seek deeper interactions or even to collect personal data in a compliant and transparent manner.

What will you find in this report?

As you can probably tell by now, forms and opt-ins are essential to data collection strategies. They had us wondering what presence they have in interactive marketing campaigns created with Qualifio. You guessed it – there’s loads of data to analyse to find out!

We built this report by analysing campaigns created with the Qualifio platform between September 2022 and September 2023. More specifically, these campaigns were created by over 30 major consumer brands based in Belgium, France, Germany, the Netherlands, Spain, Portugal, and the UK.

Analysing these campaigns, we have uncovered some of the major trends in form and opt-in usage in interactive marketing campaigns across Europe. We divided them into three industries: media, sports and entertainment, and FMCG.

  • What share of campaigns includes forms in them?
  • How often do forms appear before or after the interactive content of a campaign? Does this affect their completion rate?
  • Conditional and pre-filled forms: when are they used?
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And opt-ins are not left behind! These are some of the questions that we look into:

  • What percentage of campaigns uses opt-ins?
  • Are there different opt-ins used across industries? How many opt-ins per campaign?
  • What are the opt-in rates per opt-in type and industry?

Does this seem interesting to you? Read the full Qualifio Insights Report to learn more about the role of forms and opt-ins in data collection for personalised marketing, and find out how brands in your industry use them!

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