Every additional piece of data you require from fans reduces participation rates. CUE's platform allows you to make data fields optional or required, but there's a direct tradeoff between data capture and engagement. If you only ask for a phone number, you'll see higher participation than if you require phone, email, zip code, and other fields. Some teams prioritize data collection and accept lower participation as a worthwhile trade-off, while others prioritize maximum engagement and skip data collection entirely. For time-sensitive activations like Light Show, CUE typically recommends against requiring sign-up data before participation, since fans scrambling to enter information may miss the show entirely. Instead, you can capture data on the back end after the activation — for example, offering a prize entry form after the Light Show ends.
