Zero-Party Data

Leverage zero-party data to gain deep customer insights and transform the customer experience.


Zero-Party Data Definition


What Exactly is Zero-Party Data?

The term 'zero-party data' was coined by Forrester Research to refer to a customers' personal preferences, insights, profile data, or consents freely shared with a brand. This zero-party data grants companies clear insight into customers' needs, interests, behaviors, and intent, unlike first-party data, which relies on inferred insights from purchase history or basic demographic data. Consequently, customers expect to receive value in return for sharing their personal information.

Zero-party data empowers your customer’s desire for personalization, transparency, and control.


Zero-Party Data is Highly Valuable

  • It is unique to your brand
  • It is the ultimate source of truth directly from the consumer
  • It is based on trust between brand and consumer
  • It enables brands to provide highly personalized CX

This mutual value to the consumer motivates them to continue sharing data in the future. Thus, it is important to collect zero-party data across the organization and centralize it for easy access, transparency, and control for the consumer.

Zero-Party Data is Highly Valuable

Webinar: Forrester ROI of Zero Party Data - Building Customer Trust


Our Technology Leverages All Types of Zero-Party Data

Preference Management

Effective preference management respects individual’s preferences using suitable platforms and processes to gather data throughout the customer journey. Our technology creates transparent and personalized customer experiences, fosters trust, & encourages data sharing. In return, customers receive valuable content, leading to strengthened relationships.

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Consent Management

Complying with complex consent requirements (e.g., consent to process data or send marketing communications) across jurisdictions is crucial. It helps you build customer trust which makes customers willing to share insights and it helps you avoid regulatory fines. PossibleNOW's technology facilitates an omni-channel consent management program throughout the customer journey.

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Customer insight management

Knowing and understanding your customers improves engagement. Our platform consolidates survey, feedback, and opinion data from aggregate reporting into individual profiles controlled by the customer. This provides untapped omni-channel customer insights, resulting in more responsive, relevant, and personalized experiences.

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Profile Data

The collection of profile data includes customer names, addresses, phone numbers, etc. Customers can easily update this information in real-time through a trust center, inside a customer portal, or along the customer journey.

Zero-Party Data / Preference Management Buyer's Kit


What’s the Difference?


Zero-Party Data

Zero-party data is personal information that customers freely choose to share with you. It's collected directly, not through tracking pixels or cookies, making it more valuable and trustworthy than inferred data like traditional first-party data.


1st-Party Data

First-party data is data collected from customers during their interactions with the brand. It includes demographic information, purchase history, subscriptions, and website behavior tracking. First-party data is commonly used to infer what is of interest to a customer.


2nd-Party Data

Second-party data is customer data collected by one organization and then sold to another company or affiliate with permission to use it. For instance, a large advertiser partnering with a publisher gains access to the publisher's audience information, which becomes second-party data for the advertiser.


3rd-Party Data

Third-party data is information collected by a company without any direct consumer connection. Sources may include websites, credit agencies, and subscriptions. This data is commonly inaccurate. Third-party data providers typically pay data owners to collect this information and then consolidate it into detailed customer profiles. This data is then sold, so companies can create targeted campaigns.

Collect zero-party data, and avoid inferred data, to truly understand customers' preferences and expectations.

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