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Zuora BillingZuora PaymentsZuora PlatformZuora CPQZephrZuora RevenueAccounts ReceivableRelease NotesBasicsEntitlementsSupport and policies

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Customer journey examples

Incremental data capture

Learn how incremental data capture can enhance user engagement by exchanging information for content access.

Incremental data capture involves requesting additional information from end users in exchange for increased access to content. This process is known as a key-value exchange.

A key-value exchange occurs when a business and an end user exchange something of value that benefits both parties. A common example is purchasing a subscription in exchange for access to premium content. Incremental data capture applies the same concept differently: the business gains additional information about the end user, while the end user receives further access to content. This approach can help personalize the end-user experience and build loyalty through increased product engagement.

For example, incremental data capture can work as follows:

  1. The end user registers on your site and provides their email address.
  2. You provide the end user with two free views of your content.
  3. When the end user has viewed their free content, you ask them to provide their first and last names.
  4. The end user supplies the information.
  5. You provide the end user with two further free views of your content.

    You can continue this exchange, requesting further information in exchange for more free views of your content; or, you could use it as a taster of your content quality before asking the registered user to subscribe. For more suggestions on the ways you can build up your data capture, see the Iterations section.

    This approach lowers the end user’s barrier to entry, as they are asked for minimal information each time in clear, minimal forms. It also allows you to build a clearer picture of your end users, which helps you increase ad revenue or generate a more qualified leads list for your sales team.

Last updated: May 25, 2026