Rely on zero-party data to avoid privacy violations and build brand trust

New Ideas in MarketingEssential news for marketers, summarised by YouGov
November 30, 2021, 1:56 PM UTC

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.

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