Customer Preference Center | Data uses

Information collected through the Customer Preference Center can help you better personalize your audience’s experience even better. Use the collected data to create product recommendations, better customize your website communication, and personalize content in terms of both the conveyed message and the preferred manner of communication. Ask about different information relevant to your business, such as age, shoe size, favorite holiday destination, or pet’s name. The more information you collect, the better you will understand your Contacts’ interest in your offer


  1. Basic information
  2. How do you use zero-party data collected through the Customer Preference Center?
    1. 360° profiles
    2. Segmentation
    3. Recommendations
    4. Automation Processes
  3. Examples of use
    1. Segmentation
    2. Website recommendations
    3. Email recommendations
    4. Recommendations in Web Push notifications
    5. FreeMarker recommendations
    6. Automation Processes

1. Basic information

One of the factors necessitating changes in the contemporary world is the growing demand for personalization, which is understandable and logical. As we are connected to more and more devices, we become increasingly aware that our private life and consumer choices are not ours. This has consequences. In 2019, only 54% consumers claimed that they were willing to share their email address – a drop from 61% in 2018. At the same time, 86% of consumers are willing to pay for better customer experience. What builds good customer experience, in turn, is consensual relations, wherein contact and data collection start where the data will be used: in the company’s own media. From the very beginning, the user is informed that you want to observe and register their activity. You ask for consent and inform how the data will be used. In other words: you build a relationship based on informed consent. The entire process has no intermediaries, nobody keeps logs of the relation, and nobody can take it away from you. You are the one in control of this relation’s development and direction.

You can use the Customer Preference Center to collect all types of data and ask Contacts about anything relevant to your business activity. To collect information of specific categories, select the right option(s) in the first step of the Customer Preference Center wizard. All collected data can later be used to perfectly personalize your customers’ experiences.

2. How do you use zero-party data collected through the Customer Preference Center?

A. 360° profiles

You can easily complete your Contacts’ 360° profiles with data from the Customer Preference Center (Personal data) through pop-ups and forms. Use the Custom Modal Designer or the Pop-up Express wizard. When creating a pop-up in the Custom Modal Designer, you can add a form with an input field for Key Information. Then select the right Key Information item from the list and edit the fields as required. When using the Pop-up Express Designer, follow the same steps except for adding a form (as it is automatically included).

B. Segmentation

Build detailed segments based on customer preferences, and address your messages to the right persons.

Create new segments in the Customer Segmentation Center. Select (or exclude) the Contacts who have indicated appropriate preferences in the Customer Preference Center, as required.

Learn how to create a segment based on customer preferences >>

C. Recommendations

Create a Recommendation Frame with a scenario that displays products that match customer preferences on your website or sends customized recommendations via dynamic emails and Dynamic Web Push notifications. You can also take one step further and use the advanced FreeMarker recommendations.

Learn how to create a Recommendation Frame with a preference-based scenario >>

Learn how to create an email with preference-based recommendations >>

Learn how to create a Web Push notification with preference-based recommendations >>

D. Automation Processes

Use the information from the Customer Preference Center to trigger sequences of automated omnichannel activities and communications.

Use the zero-party data to configure Workflows and Automation Rules that include the following Events and Conditions:

3. Examples of use

A. Segmentation

  1. Build a segment of Parisians (Personal data) who prefer to be regularly contacted via email (Channels & Frequency), and send them a calendar of weekend events in this city.
  2. Target users who prefer Web Push notifications (Channels & Frequency) and have declared food allergies (Personal data), and send them information on new products and recipes that corresponds to their interests.
  3. Build a segment of persons who want to be contacted through all channels, but only occasionally (Channels & Frequency), and prepare a monthly email newsletter announced via a Web Push notification, complemented by an SMS with a discount code.
  4. Build a segment of people who have children (Personal data), prefer communication by email (Channels & Frequency), and live in a specific city (Personal data). Invite them to events intended for parents with children. You can narrow down the group to parents with children within a specific age range (Personal data) to better match the events.
  5. Build a segment of house owners (Personal data) who have chosen regular communication (Channels & Frequency) and send them a DIY home and garden newsletter.

B. Website recommendations

According to Infogroup, 70% of consumers say they would pay more attention to personalized products. Use product preference data to configure a Recommendation Frame that will catch visitors’ eyes and encourage them to buy the products they are actually interested in.

Utilize the potential of your zero-party data and create a Recommendation Frame based on a scenario that will display products that match customer preferences on your website. In the Settings step, select the scenario: Products based on Contact preferences. Then indicate the Preference Center from which the preference data are to be sourced.

  1. In a clothing eCommerce that specializes in trousers, a customer indicates that they are interested in long, blue, bootcut trousers that cost less than 100 EUR. The next time they visit the website, you can use recommendation frames to show them a perfectly tailored offer of such trousers and thus increase your chances of making a sale.
  2. A B2B eCommerce can collect information on customers, such as the industry in which they operate, company size, purchase budget, and monthly product demand – to reach them with well-matched offers through various channels.

C. Email recommendations

According to SmarterHQ, 70% of millennials find irrelevant emails from brands frustrating. Use product preference data to configure a Recommendation Frame with a scenario that shows users products corresponding to their actual interests. The recommendations are sent in individually generated dynamic emails.

In the dynamic email settings, select the scenario: Products based on Contact preferences, and then select the Preference Center from which the data are to be sourced.

  1. An online perfumery: prepare separate email campaigns for persons who prefer feminine or masculine fragrances. Collect preferences concerning favorite fragrance notes, favorite brands, and preferred price ranges, to customize the dynamic recommendations in sent emails.
  2. An online jewelry shop: collect information on the favorite jewelry types, preferred materials, shapes, styles, and models. Use the data to order your Contact base and send appropriate blog content with well-matched recommendations.

D. Recommendations in Web Push notifications

According to Accengage, both advanced targeting and advanced personalization can improve Web Push notification reaction rates (three and four times, respectively). Use product preference data to configure a Dynamic Web Push with the recommendation scenario: Products based on Contact preferences.

  1. Prepare a Dynamic Web Push notification with personalized recommendations and display it to Contacts who have completed the Product preferences tab, along with encouragement to visit your website. In this way, persons interested in women’s green jeans for less than 60 EUR will see exactly products of this type.
  2. In an online travel agency, collect Contact preferences concerning their dream vacations, including the destinations and leisure activities. Display Dynamic Web Push notifications with well-matched trips to persons who have completed the Product preferences section.

E. FreeMarker recommendations

According to Econsultancy, 93% of companies see an uplift in conversion rates from personalization. The FreeMarker engine will help you build recommendations using non-standard scenarios so that you can even more effectively reach your audience.

Display non-standard, FreeMarker-based recommendations in the form of frames included in landing pages and dynamic emails – or contact our Success Team, explain what you need and ask for support.

  1. Display recommendations using non-standard scenarios. Combine selected product information with the zero-party data collected in the Customer Preference Center. Prepare a landing page with a special offer; on this page, you will display recommendations, taking into account the specific character of your industry.
  2. Complete your dynamic emails with advanced non-standard solutions by displaying well-matched recommendations that take into account both personal preferences provided as zero-party data and product details.

F. Automation processes

  1. An online travel agency: via a survey, you obtain the information that a customer wants to travel abroad on holiday this year (Personal data). This Event (Event: Contact has completed the Key Information) triggers a sequence of communications that leads to the customer downloading a catalog. In the same questionnaire, the customer specifies which country they want to visit (Personal data). Use this knowledge (Condition: Key Information) to personalize your communication and send the customer an offer for a trip to that specific destination.
  2. Configure a Workflow with numerous communication scenarios that will send messages through the channels indicated by individual Contacts (Condition: Contact has specified preferences for Channels & Frequency).
  3. Collect information about the hours during which Contacts want to receive messages (Channels & Frequency). Prepare different message versions that will be sent to the correct persons (Condition: Contact has specified preferences for Channels & Frequency). Match the greeting to the time of the day (Good morning, Good afternoon, Good evening).
  4. Configure various scenarios depending on the communication frequency preferred by individual Contacts (Channels & Frequency). Prepare a weekly newsletter with the best offers, a monthly summary, and a special “essentials” email sent only on major occasions. Configure a Workflow to match your communication frequency to customers’ preferences (Condition: Contact has specified preferences for Channels & Frequency), and send the correct newsletters.
  5. Successfully recover abandoned carts. Collect information on the days of the week on which individual Contacts want to receive messages (Channels & Frequency). Prepare special offers depending on the weekday, and something extra for the weekend. Send messages (Condition: Contact has specified preferences for Channels & Frequency) on the right days and through the preferred channels (Channels & Frequency).

If you need more information about the topic mentioned above, please contact us: +1 800 960 0640