3radical Strengthens ‘Earned Data’ Capabilities – Adds Feedback Wheel Interactive Mechanic to Voco Audience Engagement
Individuals can give spontaneous feedback to help brands refine and personalise experiences, products and services
3radical, developer of the Voco Audience Engagement Platform, is today announcing the availability of a new interactive engagement mechanic – the Feedback Wheel – aimed at capturing ‘in the moment’ data and polling audiences for feedback. The new capability, delivered via 3radical’s new Content Hosting Interface, presents Voco customers with an innovative new approach to data capture, reported with full consent by the individual.
The Feedback Wheel delivers a greater level of interactivity than traditional survey forms by providing a tactile, digital experience that responds contextually as a user engages. As the individual selects a segment of the wheel and moves their finger or mouse outwards, further sections open up to add refinement to the answer – for example selecting and dragging “I want to be kept up to date” may open up segments of the wheel allowing the individual to specify what topics they are interested in, and then finally a new set of segments specifying the channels they wish to be contacted through. The mechanic is designed to innately draw a user in to interact and explore response options resulting in both higher completion rates and a deeper level of insight.
The release of the Feedback Wheel offers both an alternative and complementary approach to capture audience data alongside existing quiz, survey and audience polling features within Voco. The Feedback Wheel can be introduced tactically as part of an engagement journey or supplied on a repeat basis (for example as a periodic ‘Pulse’ check with an audience) with business users able to configure real-time follow-on actions triggered in response to audience interactions.
“It’s always been the case that the fuel that drives successful engagement is data, but in the wake of GDPR and CCPA in the US it’s becoming increasingly difficult to build a database that can actually be used for marketing purposes,” said David Eldridge, CEO at 3radical. “We’re increasingly seeing Voco being used as a core mechanism to engage with customers and facilitate and reward the provision data, which in turn allows for much more. The Feedback Wheel is a key tool for encouraging users to express emotional sentiment, interest levels and provide feedback, all of which is very high value in terms of understanding each individual.
“Voco’s unique capability lies in it’s ability to deliver customised journeys for each individual over a period of time, rather than relying on a one-off mechanic like a survey. We’re using the term ‘earned data’ – which encompasses both zero-party and first-party data – to capture the fact that this data is willingly provided by individuals as part of a direct relationship with a clear value exchange. We believe that if brands don’t earn data they will rapidly lose access to it through the effect of both legislation and consumer sentiment.”
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3radical allows individuals to interact with organisations on their own terms. Voco’s real-time decisioning engine is able to combine game science theory, data accumulated from billions of interactions, and real-time self-reported data, resulting in the optimum blend of interactive content, rewards incentives and channel for each engagement. The self-reported data is willingly and transparently provided in return for a value exchange, and can be used to improve the relationship of the individual with the organisation across all channels, and by informing product and service development.
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