Introduction

In today's digital landscape, where many web browsers block third-party cookies, collecting first-party data is more important than ever. First-party data is more accurate and relevant than other types of data because it's collected directly from your customers, prospects, and others who interact with your brand.

Advantages of collecting first-party data

• Data accuracy and reliability: First-party data is accurate and reliable, unlike third-party data, which can be subject to inaccuracies or biases. It helps you build direct relationships with your customers.
• Enhanced personalization: First-party data provides a rich understanding of individual customer profiles. This allows for highly targeted marketing messages, product recommendations, and personalized experiences. 
• Improved customer engagement: By understanding customer preferences and behaviors, you can tailor their marketing efforts to resonate with specific audiences, increasing engagement and loyalty.
• Better marketing ROI: Accurate and relevant data can help you optimize campaigns, reduce wasted expenses, and improve conversion rates.
• Stronger customer relationships: Personalization and relevant interactions foster stronger relationships between businesses and their customers.

We will achieve this use case by creating an On-site Messaging (OSM) campaign and embedding the Typeform survey in it to gather first-party data on your website. Typeform enables you to create user-friendly surveys, while MoEngage ensures that the right audience sees your survey at the optimal time. We will survey the purchasing experience after the user buys a product from your online store. 

Expected Result

When users visit the website, they will see a pop-up message:

Create an OSM Campaign

In this section, we will create an OSM campaign to send a Typeform survey:

Step 1: Target Users

1. On the left navigation menu in the MoEngage dashboard, click Engage, and then click Campaigns.
2. On the All campaigns page, click + Create campaign.
3. Under Inbound, click On-site.
   
   You are taken to the first step, Target users.
4. Define your campaign with a name and tags.
5. In the Target Platforms section, select both the Web and Mobile Web options.
   
6. In the Trigger criteria section, select when you want to display the survey to your users. In this use case, we want to get feedback about the product purchasing experience. Therefore, click On custom event and define the condition as Has Executed Product Purchase to display the survey right after the user purchases the product. For more information, refer to Create OSM Campaign.
   
7. In the Select pages section, click All pages.
   
8. In the Target audience section, click All users. The success of your survey depends on the questionnaire and your target audience, so define them as specifically as possible.
9. Click Next to move to the second step, Content, where you can define the content for your campaign.

Step 2: Content

In this step, we will define the content for your campaign.

1. In the Search templates field, search with the keyword "Typeform" and select the desired template.
   
2. After the screen loads, click the empty Typeform element. A set of icons is displayed.
3. Click the first icon to edit the HTML code elements to connect your survey here.
   
4. Look for the data-url and src variables. Add your Typeform URL with query parameters against these variables. Make sure you use double quotation marks ("") instead of single quotation marks ('').
   
   
5. Click Next to move to the third step, Schedule and goals.

Step 3: Schedule and Goals 

In this step, we will define the schedule and goal of your campaign.

1. In the Send campaign section, define when you want to start and end your OSM campaign.
   
2. In the Conversion goals section, add conversion goals that you would like to track.
3. In the Campaign priority section, assign a priority to this OSM campaign. For example, selecting Critical ensures that the users will see the campaign, even when there are other campaigns to be shown. For more information, refer to Create OSM Campaign.
4. In the Global Delivery controls section, turn the Ignore global minimum delay toggle on to override the defined minimum delay between any two campaigns defined in settings.
5. In the Local Delivery controls section, define the controls based on your requirements. For more information, refer to Create OSM Campaign.
   
6. Click Publish.

Conclusion

In this use case, we created an OSM campaign and embedded the Typeform survey. Now that we have published the campaign, we can analyze its performance. For more information, refer to Analyze On-site Messaging Campaigns.