With zero-party data, a customer is actively volunteering specific information, rather than simply giving consent to let brands collect their data.
Zero-party data is the information that customers willingly and voluntarily share with the brand. This makes zero-party data a stronger tool to build trust and gain a more accurate picture of the customer. This kind of data can include personal information like age and gender, that customers submit using a brand survey.
While first-party data also involves seeking consent from customers, it deals with details like how far a user scrolls on a web page or how much time they spend on the site. But unlike zero-party data, first-party data provides limited details about customers’ personal information.
To gather valuable zero-party data, businesses must focus on engaging their audiences meaningfully. Additionally, brands must offer rewards to users in exchange for filling surveys and offering information.
[4 minute read]
