Running game contests with Dataceed: the most cost-effective way to generate more sales leads.

Among other interactive marketing tactics, Dataceed’s “promotional contest“ feature helps brands generate new leads quickly and effectively.

Data collection strategy

Dataceed was initially designed to streamline the cashback process for a leading home appliance company. It has rapidly expanded and developed into a data collection tool for consumer intelligence.

“Data collection and exploitation are at the core of Dataceed’s solution“, says its founder, Jean-Christophe Gabriel. “With Dataceed, brands have access to a powerful tool that can help them take a data-driven approach to marketing.“

Consolidating your customer data through cashback operations

Dataceed is a solution that integrates directly into the brand’s digital toolbox. Synergies with existing tools allow the brand to gather personal information for further consolidation with analytical datasets generated through the advertiser’s website.

“For a large number of brands that primarily sell their products via a reseller channel, it is critical to use a solution such as Dataceed to make sure that personal data are fed back to their systems,“ says Jean-Christophe Gabriel. “The opt-in data collected this way are injected into the CRM programmes. Combined with analytical data, they help improve your lead qualification efforts“.

How does this work in practice? The mechanism is pretty straightforward and involves the implementation of a code executed by a tag manager. A pop-up is then displayed on the brand’s website, and consumers can fill out a refund request in exchange for their personal information. Consumers will receive cashback on their bank account within a few hours of submitting their proof of purchase to the Dataceed system – the computing time it takes to analyze and validate purchase receipts.

How to effectively manage zero-party data collection?

With third-party cookies rapidly becoming a thing of the past, brands must strategize how they will collect personal data in the future and what type of information they should focus on. Data intentionally shared by consumers to enhance their shopping experience (zero-party data) are essential. Zero-party data collection is a deliberate effort to provide targets with a finely-tuned, personalized experience that perfectly meets their expectations. The value exchange is the unspoken terms upon which the relationship between a brand and its audience is based.

Game contests on the brand’s website

Another interactive marketing tactic now rounds out Dataceed’s service offerings alongside cashback actions and consumer reviews. Dataceed uses its native data capture technology to identify new leads through the “promotional contest“ tactic.

“As with cashback operations, Dataceed’s specificity lies in its simplicity of implementation via a tag manager on the brand’s website,“ explains Jean-Christophe Gabriel.

“Everything takes place within the advertiser’s graphic universe, enhancing the UX experience. A further key benefit is that it allows the collected set of personal data to be combined with analytical data. That is extremely valuable in terms of analysis and quality of future targeting. And brands are starting to give such factors serious consideration.“

Campaigns that center around a “contest“ allow marketers to engage with potential consumers quickly, gathering data like opt-ins, which can be used for newsletters or to feed other advertising tools (social, search, display, video, etc…). Additionally, this method helps with audience qualification by asking a few targeted questions about consumption habits, preferences, etc…

A quick return on investment

With Dataceed, the implementation is fast, and you can see a significant return on investment. Paired with a minimal media investment on Facebook (for instance), a recent contest-type campaign for a famous hoover brand generated 1,000 new opt-ins in one weekend for a cost per lead of about 0.50€.

Actions like this offer an immediate return on investment and might also include distributing a discount code to participants for future online purchases. Furthermore, it gives the agency’s creative team leeway to shape a positive differentiating image for the brand, ultimately encouraging engagement.