Zero-Party Data: Insight and Personalization in a Cookie-Free World
Posted: Wed Dec 04, 2024 5:45 am
Second and Third-Party Data : marketers and strategists are increasingly faced with a myriad of data and information on users and if the ultimate goal remains the possibility of creating a truly “tailor-made” customer experience , increasingly stringent regulations on privacy and the definitive deprecation of third-party cookies announced by Google by 2025, represent a constant challenge that cannot be avoided.
Data collected directly from your audience and in your properties, the so-called first-party data , thus become a gold mine but often the information “observed” and deduced from browsing and purchasing behaviors are not sufficient to fully understand your users; to do so it is necessary to also use the data that the latter choose to share intentionally or proactively .
Researchers at Forrester Research were the first to categorize this particular type of data with the term Zero-Party Data , thus distinguishing it from the vast sea of First Party Data.
Zero-Party Data : What are they and what are the advantages of using them?
The term “ Zero-Party Data ” refers to list of albania consumer email all data and information collected within the brand's corporate properties, but released voluntarily by users.
This last point is the most relevant: it is not information deduced, as anticipated, from purchasing or browsing behaviors, but on the contrary, it is information that users provide directly and consciously by responding to surveys, forms or participating in prize competitions.
In the era of customer experience personalization , users are ready and willing to share data and information in exchange for personalized and valuable customer experiences, provided that these are managed with total transparency and security.
Only in this way can companies and brands have the opportunity to create solid and lasting relationships with their users and customers .
User profiling and zero-party data | Blendee
At the basis of all this, a real exchange of value, the element that regulates every relationship, a “do ut des”: the user releases data and information in exchange for something of value, which, let's not forget, must always be perceived as such.
But what are the advantages of using zero-party data in your strategy?
Let's analyze them in detail:
zero-party data is accurate and qualitatively more valid than any other type of data collected about users;
they are shared directly by the interested parties and can therefore provide interesting details about the way in which they wish to be solicited and engaged by the brand;
they are often already available to brands and often just need to be enhanced;
they are certainly compliant and GDPR compliant as they are collected from secure sources and in secure ways.
A marketing strategy that includes the use of zero-party data , combined with other marketing strategies, offers brands and companies the opportunity to create solid relationships with their audience , with a view to building loyalty .
Data collected directly from your audience and in your properties, the so-called first-party data , thus become a gold mine but often the information “observed” and deduced from browsing and purchasing behaviors are not sufficient to fully understand your users; to do so it is necessary to also use the data that the latter choose to share intentionally or proactively .
Researchers at Forrester Research were the first to categorize this particular type of data with the term Zero-Party Data , thus distinguishing it from the vast sea of First Party Data.
Zero-Party Data : What are they and what are the advantages of using them?
The term “ Zero-Party Data ” refers to list of albania consumer email all data and information collected within the brand's corporate properties, but released voluntarily by users.
This last point is the most relevant: it is not information deduced, as anticipated, from purchasing or browsing behaviors, but on the contrary, it is information that users provide directly and consciously by responding to surveys, forms or participating in prize competitions.
In the era of customer experience personalization , users are ready and willing to share data and information in exchange for personalized and valuable customer experiences, provided that these are managed with total transparency and security.
Only in this way can companies and brands have the opportunity to create solid and lasting relationships with their users and customers .
User profiling and zero-party data | Blendee
At the basis of all this, a real exchange of value, the element that regulates every relationship, a “do ut des”: the user releases data and information in exchange for something of value, which, let's not forget, must always be perceived as such.
But what are the advantages of using zero-party data in your strategy?
Let's analyze them in detail:
zero-party data is accurate and qualitatively more valid than any other type of data collected about users;
they are shared directly by the interested parties and can therefore provide interesting details about the way in which they wish to be solicited and engaged by the brand;
they are often already available to brands and often just need to be enhanced;
they are certainly compliant and GDPR compliant as they are collected from secure sources and in secure ways.
A marketing strategy that includes the use of zero-party data , combined with other marketing strategies, offers brands and companies the opportunity to create solid relationships with their audience , with a view to building loyalty .