In episode 64 of the Customers Who Click podcast, I had fun chatting to Jon Ivanco about the need for collecting better data from customers.

So forget asking for *just* their name & email address - we’re talking data on exactly what the customer is looking for, and when they’re looking to buy it. Those are the two pieces of information you’ll need to map out their shopping journey so that you can deliver the right message to the right person at the right time. 

It’s not about chasing KPIs or meeting requirements set from the above to save your job. Don’t take any absolutes in marketing - just because we’ve accepted that asking too many questions in forms causes friction and customers leave without sharing their data, it doesn’t mean it’s true for every brand. It all depends on the questions you’re asking and how relevant they are to the customer’s shopping experience.

Jon is the co-founder of Formtoro, an agency on a mission to make data collection frictionless, so businesses can create amazing personalized experiences. He's a brand strategist with more than a decade of experience working on process improvement.

Jon has been responsible for bringing data-driven processes to life for clients such as LIFX, ROLI, Latticework, and many others. When Jon isn’t busy helping companies, he can be found on the golf course fighting with his swing. You can connect with him on LinkedIn, Twitter or head over to https://formtoro.com/.