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 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.
Webinar: Forrester ROI of Zero Party Data - Building Customer Trust
Our Technology Leverages All Types of Zero-Party Data
Zero-Party Data / Preference Management Buyer's Kit