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To convert our anonymous users into members, we know that the shorter a form is, the better. But equally, the more data we collect, the better it is for qualifying and understanding audiences. How have you found the balance between the two? What data do you collect in your registration process?
Overheard at WAN-IFRA World News Congress 2022 from Jo Holdaway, Chief Data & Marketing Officer at The Independent:
– They only collect first, last name and email, and year of birth for legal reasons
– Make it as frictionless as possible by only collecting data you’ll use
– Make sure it’s declared data
– Need an opt-in