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Zero-Party Data refers to the information that customers intentionally and proactively share with a brand. Unlike first-party data, which is collected through interactions and observations, zero-party data is willingly provided by the user and can include preference center data, purchase intentions, personal context, and how the individual wants the brand to recognize them.
This type of data is highly valuable as it offers direct insights into customer preferences and expectations, enabling brands to personalize experiences and build trust.
In contrast, first-party data is collected by observing and analyzing customer interactions, behaviors, and transactions on a company’s owned platforms, such as websites and apps, providing a comprehensive view of user engagement and habits.
Examples
Preference Center Data
When a user sets up their preferences in a brand’s preference center, indicating their interests, frequency of communication, and preferred channels, this information is considered zero-party data.
Survey Responses
When customers voluntarily participate in surveys and provide information about their preferences, needs, and expectations, the collected data is categorized as zero-party data.
Contest Entries
Information shared by users while entering a contest or giveaway, such as their interests and reasons for liking the brand, constitutes zero-party data.
Product Customization
When customers customize products online, sharing their preferences regarding color, size, and features, this information is collected as zero-party data.
Email Subscription Preferences
Users specifying the type of content they wish to receive and how often they want to receive emails contribute zero-party data to the brand.
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