So, you want to collect information on the participants to your campaign. Typically you would do it through an identification form and the data collected in that way would be associated to a specific email address and pushed as a unique profile into your CRM. But have you ever thought that maybe there was a subtler way you could do that?
Looking for a way to collect data from your anonymous campaigns? What if you gathered information that would not be related to your identification form but to your questions? Some of your quiz questions would be “qualifying questions”, which means that they’d intend to collect data through a designated tag.
Wait… What is a qualifying question?
Qualifying questions are not related to points and are not taken into consideration when it comes to select a winner (if there is one). To better understand the point we are making here, let’s say you are an electronic retailer and you created a quiz.
Your first question asks what the price of the new iPhone is. This question has a designated correct answer and is related to points.
Your second question is something like “Are you an iOS or Android user?” Conversely, this question does not have a correct answer and isn’t worth any extra points. This one is thus a typical example of a qualifying question whose answer can be used to “flag” the participant as an iOS or Android user.
How does it work?
Meet {q.response}, a type of game variable that will help you achieve your goal. (For our most zealous users, this sort of variable could already be used within the framework of open question. The novelty in this feature is that it now also works with closed questions.)
This kind of game variable is fairly easy to use: {q.response} is a generic variable that can be customised to match each question of your quiz. For example: {q1.response} refers to the participant’s response to the first question, {q2.response} refers to their response to the second question, and so on.
What it means concretely
Here are three concrete things you are going to be able to do with this feature:
1. Use storytelling in your exit screens
Write a personalised story in your exit screen using the {q.response} game variables. This means you have to create a generic text for your exit screen, which will contain “blank spaces” (that is, variables) which will be filled later on with the participant’s answers. Their answers will complete the story for a personalised result. For example, you might make a test where participants can create their perfect love story or their dream vacation. Check out our demo campaign “What would be your dream vacation trip?” to gain a better understanding of the possibilities held by this feature.
2. Collect data for DMP’s & retargeting purposes
Answers to qualifying questions can be used to segment your audience further and retarget them subsequently. Your participants’ answers in a quiz have a serious marketing value!
For example, you can use the {q.response} variables in a tag that would be placed in the source code of your exit screen. The information collected in this manner can then be used to retarget participants.
I’m confused: how does that work?
When placed in the source code of your website, this type of “tag” (or hereinafter referred to as “cookie”) basically tells you what sections of your website your audience is browsing.
Similarly, this sort of cookie could be placed in the source code of your Qualifio campaign. A generic cookie of this kind tells you various things about the participant, such as their IP address, the time and date they participated in your campaign or which web page they were on when they did.
This is where the {q.response} variables come in. They basically tell the cookie what information it needs to collect. So, if you place the cookie in the exit screen of your campaign and make use of the variables, it will be able to gather specific data. For example: if you use the {q1.response} variable in your cookie, it will track and remember the answer of your participant to your first question.
WARNING! The cookie can’t read these responses if they contain special characters. To make sure a response can be taken into account properly, test it here. If you see that it does not work, please contact us so we can do what’s necessary.
3. Or be creative… Personalise your share screens
Use {q.response} game variables to personalise the social shares of your campaign and thus increase your chances of going viral.
A very good example of that would be the composition of a sports team or the predictions for a competition TV show, for which you could ask your audience to create their dream team for the final round. Or, as mentioned previously, they dream vacation trip… The point is, they can share their result on social media through a personalised share screen, such as the one you can see hereunder:
