Zero-party data can help marketers leverage data sourced directly from customers and navigate privacy-related changes in the advertising industry.
First-party data can infer consumer preferences based on ads they have engaged with. Zero-party data, on the other hand, already know consumers’ preferences since consumers have willingly shared their personal information. One way marketers can gather zero-party data from their audiences is by using preference centres.
With preference centres, brands can allow customers to choose their preferred channel of communication. They can also enable customers to choose their preferred product and content. Similarly, brands can also offer short and brief online quizzes to enable customers to select their preferences in real-time.
Quizzes help brands create accurate customer profiles and make relevant product recommendations. Finally, marketers must ensure they conduct post-purchase surveys to access insights, like how customers discovered the brand and how likely they are to recommend the brand to others.
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[4 minute read]