# Using submission data

When a customer completes a quiz with an email address, the email address is added to the [Shopify customers list](https://help.shopify.com/en/manual/customers/manage-customers) and the email marketing status is set to `Subscribed`. These customers have the tag `Quiz Kit app subscriber` so that you can easily identify how they were added. You can also [create a customer segment for targeted marketing with apps like Klaviyo](https://help.klaviyo.com/hc/en-us/articles/115005080907-Use-Shopify-Tags-to-Filter-Customers). 

All customer answers including emails, phone numbers, birthdays, and names are saved in Quiz Kit's [Submissions](/analytics-and-optimization/viewing-submission-data.md) section under that particular quiz.

### Using the data

You can use the data that you get from quiz submissions in marketing campaigns. You can also use the **Marketing property name** on each question to pass structured data (e.g., `hair_type`) into your email service provider.

For example, if you're a skin care brand, the following table offers suggestions for how to use the data:

<table><thead><tr><th width="199.6875">Channel</th><th>Example use</th></tr></thead><tbody><tr><td><strong>Email</strong></td><td>Send routine reminders based on skin type tag.</td></tr><tr><td><strong>SMS</strong></td><td>Text “Your personalized bundle is back in stock” to dry-skin segment.</td></tr><tr><td><strong>On-site</strong></td><td>Show dynamic banner: “Hey {{first_name}}, ready for your fall routine?”</td></tr><tr><td><strong>Ads</strong></td><td>Build look-alike audiences from quiz leads.</td></tr></tbody></table>

{% hint style="success" %}
**Tip:**&#x20;

You can also use [personalized customer data](/advanced-settings/personalizing-your-quiz.md) that you collect from the quiz in susquent questions and answers.
{% endhint %}


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