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Know about Zero-party data and its importance in modern marketing

Nowadays, “zero-party data” is a term that marketers use more and more. It’s essential to find a balance between customer experience and privacy. Likewise, this data is a key component that will power personalization efforts and campaigns in 2020 and beyond, according to experts.


However, first-party data typically comes from customer web activity, whereas zero-party data comes from customer surveys and polls. Additionally, marketers can tailor their advertising campaigns using both types of data. This blog will discuss the benefits of zero-party data and its importance.

What do you know about zero-party data?

Generally, Zero-party data collection, as Forrester Research dubbed it in 2018, offers insights directly from customers without the need for analysis. Likewise, Zero-party data refers to the information a customer voluntarily and knowingly provides to a company.


It also includes data information from preference centers, purchase intentions, personal context, and how they want to be recognized by brands. It refers to data that a client voluntarily shares with a business.


Moreover, On-page, app-wide, and site-wide behaviors fall under this data category. Examples include scrolling, hovering, and on-page activity. Besides this, through interactions with customers, businesses gather first-party data.


It considers on-page, app-wide, and site-wide behaviors, e.g., scrolling, hovering, and on-page activity. Consequently, the Zero-party data strategy pursues the same objective but produces by directly soliciting customer preferences in a value exchange. Similarly, the interactions can occur in preference centers, social media sites, mobile apps, or websites.

What is the importance of gathering Zero-party data?

However, Fatemeh Khatibloo, VP Principal Analyst at research and advisory organization Forrester, claims that for corporates:


Zero-party data marketing is valuable. When a client entrusts a brand enough to provide this helpful information, the brand avoids guessing the customer’s desires or motivations. Similarly, the characteristics of zero-party data definition consider the following type of data-

  • Direct
  • Private
  • Trust-based
  • Self-reported
  • Approval-based


Alternatively, you could buy first-party data from another company and use it to guess what its customers think. As it comes directly from the source, experts concur that a zero-party data platform seems more reliable and conclusive than other data types. 


The zero-party data marketing is still considered a reliable and timely foundation for personalization, despite not everyone who self-reports being honest (e.g., many who fill out Web forms identify as accountants).

Briefly differentiate the zero-party data and first-party data.

Generally, a customer voluntarily and knowingly shares data with a brand is considered zero-party data. Likewise, customers who provide their data allow you to gather this data.


Additionally, they decide to disclose it to you for a specific reason. Similarly, controlling their data gives them the utmost sense of security. By providing it, customers may feel actively involved in their customer experience, which presents an excellent opportunity for marketing companies to develop closer ties with customers.

Differentiation of the zero-party data and first-party data

  • Moreover, direct contact with your target audience is the only way to obtain zero-party data, which is the main difference between first-party and zero-party data. 
  • On the other hand, first-party data offers analysis and user activity insights. In addition, you can gain your customers’ trust and transparency by collecting this data. 
  • While first-party data may provide an understanding of your target market, it only sometimes encourages customer trust.
  • Likewise, customers are directly involved and aware when you share explicit data. They may need to be mindful of sharing first-party data; their involvement is only indirect.
  • Similarly, you can get the most accurate information from zero-party data because no middleman is involved; the data is directly from the customer. In this way, they are comparable to first-party data. First-party data considers accurate because it is gathered based on consumer behavior.
  • Explicit data and first-party data differ in specific ways. But the data itself does not represent the main difference. The main difference between these two data types is the methodology used to gather them. 

Last but not least

To summarize, Zero-party data is information your customers voluntarily and knowingly give you. Additionally, you can find it through surveys, polls, website activity, customer profiles, customer messages, and other methods.


Likewise, this data will enable brands to deliver more exciting user experiences while making them better placed to compete in the metaverse’s new era. A brand can collect explicit data in many ways, summed up as information that respondents voluntarily provide.