Progressive Profiling
Overview
The goal of the Progressive Profiling journey is to enrich a consumer's profile over time by using a series of Experiences, such as quizzes and surveys, to gather information. This journey determines the next suitable follow-up Experience based on the answers given in the previous one, and will send out email messages to encourage participation.
The following diagram depicts the default flow for the Progressive Profiling journey. Please note that the decision points displayed in this diagram are provided simply for illustration purposes. Your journey will be customized to use questions and surveys relevant to your product or brand.
The Progressive Profiling journey is typically focused on new customers, in order to build a richer profile of demographic attributes. The platform is flexible enough to accommodate a variety of use cases for how to identify potential candidates for the Progressive Profiling journey. For example, you could use a consumer action, such as enrollment in your membership program, or a first purchase. Or you could incorporate the journey into your standard marketing content by encouraging your consumers about whom you have little information to answer a few questions in order to receive more relevant offers and promotions.
The intent of the journey is to present these consumers with a link to a survey or questionnaire type of Experience that's designed to capture demographic information, such as preferences, hobbies, interests, etc. When a consumer submits their responses to this initial Experience, they are added to the Progressive Profiling journey. Their responses are then used to update the consumer's profile.
By querying the relevant profile attribute(s), the platform determines the next step in the journey. The journey begins with an Email Campaign containing a link to another Experience, which contains questions designed to build on the answers to the first Experience.
The journey continues in this manner, progressing through a series of Experiences intended to enrich the consumer's overall demographic profile. The answers provided by the consumer from each Experience determine the next Email Campaign that they will receive. For example, if the consumer indicates that they're not interested in cycling, then the journey would skip the Email Campaign with a link to a "Cycling Survey." But if the consumer said they're interested in running, then the journey would send them the Email Campaign with a link to the "Running Survey."
The journey ends successfully when the consumer progresses through the entire sequence of Experiences and follow-up Email Campaigns. The platform records that the goal was achieved, and then removes the user from the journey.
If at any point during the journey, the consumer opts-out, then they are removed from the journey, and the journey ends.
For additional details, please see: