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).