{"id":4882,"date":"2022-05-27T18:45:54","date_gmt":"2022-05-27T18:45:54","guid":{"rendered":"http:\/\/www.possiblenow.com\/resources\/?p=4882"},"modified":"2025-10-07T14:34:38","modified_gmt":"2025-10-07T14:34:38","slug":"roi-of-zero-party-data-building-customer-trust","status":"publish","type":"post","link":"https:\/\/www.possiblenow.com\/resources\/zero-party-data-platform\/roi-of-zero-party-data-building-customer-trust\/","title":{"rendered":"ROI of Zero Party Data: Building Customer Trust &#8211; Forrester Research"},"content":{"rendered":"\n<div class=\"video-container\"><iframe loading=\"lazy\" src=\"https:\/\/www.youtube.com\/embed\/wY9yeb6jZOU?rel=0\" width=\"560\" height=\"315\" frameborder=\"0\" allowfullscreen=\"allowfullscreen\"><\/iframe><\/div>\n\n\n\n<h2 class=\"wp-block-heading\">Summary:<\/h2>\n\n\n\n<h3 class=\"wp-block-heading\"><strong>The Evolving Data Landscape and Rise of Zero-Party Data<\/strong><\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">The webinar opens with an overview of the current privacy and personalization climate, highlighting the collapse of third-party cookies, increasing privacy regulations, and declining consumer trust. Stephanie Liu, a privacy analyst from Forrester, emphasizes that while consumers want relevant content, they\u2019re skeptical of data collection methods. Forrester\u2019s research outlines five privacy personas\u2014ranging from \u201cReckless Rebels\u201d to \u201cSkeptical Protectionists\u201d\u2014each with differing attitudes toward sharing data. Two key consumer segments, \u201cConditional Consumerists\u201d and \u201cData-Savvy Digitals,\u201d hold significant purchasing power but are hard to reach due to their use of privacy tools and demand for transparency. Liu argues that brands must respect these boundaries and focus on delivering value through transparency, meaningful choice, and a fair value exchange. She showcases brands like Yelp, The Bump, and KitchenAid for their innovative and respectful approaches to collecting zero-party data, which is voluntarily and proactively shared by customers for improved experiences.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><strong>Implementing a Zero-Party Data Strategy for Competitive Advantage<\/strong><\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">Tom Frano and Jeff Jarvis from PossibleNOW expand on the strategic and operational elements of implementing a zero-party data (ZPD) program. They frame ZPD collection as a necessity driven by four macro forces: government regulation, empowered consumers, evolving company needs, and competitive pressure. Unlike third-party data, ZPD is unique, trustworthy, and relationship-based. The speakers emphasize the importance of developing customer-centric experiences through self-service preference centers, progressive data collection, and omnichannel communication. Key value drivers of ZPD strategy include improving customer experience, ensuring compliance, and boosting revenue. Two case studies demonstrate measurable ROI\u2014reduced call center volume, increased SMS\/email opt-in rates, and improved cross-sell performance. Success hinges on cross-functional alignment, centralized data storage, and privacy-by-design principles. Ultimately, ZPD strategies are positioned as a win-win, enabling brands to deliver personalization that feels respectful and relevant, while fostering long-term customer trust and loyalty.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><\/p>\n\n\n\n<div class=\"wp-block-group alignfull has-text-color has-background\" style=\"color:#000000;background-color:#ffffff\"><div class=\"wp-block-group__inner-container is-layout-flow wp-block-group-is-layout-flow\">\n<p class=\"has-text-align-center has-text-color wp-block-paragraph\" style=\"color:#275b81;font-size:23px\"><strong>Getting Started is Just a Click Away<\/strong><\/p>\n<\/div><\/div>\n\n\n\n<div class=\"wp-block-buttons is-horizontal is-content-justification-center is-layout-flex wp-container-core-buttons-is-layout-b07f0535 wp-block-buttons-is-layout-flex\">\n<div class=\"wp-block-button has-custom-width wp-block-button__width-50 is-style-fill\"><a class=\"wp-block-button__link has-background has-medium-font-size has-text-align-center has-custom-font-size wp-element-button\" style=\"background-color:#d86618\"><strong>Book a Demo<\/strong><\/a><\/div>\n<\/div>\n\n\n\n<p class=\"wp-block-paragraph\"><\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"about-possiblenow\">About PossibleNOW<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">PossibleNOW is the pioneer and leader in <a href=\"https:\/\/www.possiblenow.com\/products\/mypreferences\/consent-management\/\">customer consent<\/a>, <a href=\"https:\/\/www.possiblenow.com\/products\/mypreferences\/preference-management\/\">preference<\/a>, and regulatory compliance solutions. We leverage our <a href=\"https:\/\/www.possiblenow.com\/products\/mypreferences\/\">MyPreferences technology<\/a>, processes, and services to enable relevant, trusted, and compliant customer interactions. Our platform empowers the collection, centralization, and distribution of customer communication consent and preferences across the<br>enterprise. <a href=\"https:\/\/www.possiblenow.com\/products\/dncsolution\/\">DNCSolution<\/a> addresses Do Not Contact regulations such as <a href=\"https:\/\/www.possiblenow.com\/products\/dncsolution\/tcpa\/\">TCPA<\/a>, CAN-SPAM and CASL, allowing companies to adhere to DNC requirements, backed by our 100% compliance guarantee. <\/p>\n\n\n\n<p class=\"wp-block-paragraph\">PossibleNOW\u2019s strategic consultants take a holistic approach, leveraging years of experience when creating strategic roadmaps, planning technology deployments, and designing customer interfaces. PossibleNOW is purpose-built to help large, complex organizations improve customer experiences and loyalty while mitigating compliance risk.<\/p>\n\n\n<div class=\"wp-block-post-author\"><div class=\"wp-block-post-author__avatar\"><img alt='' src='https:\/\/secure.gravatar.com\/avatar\/3ac3ab6d649088f91adcbc55d77aa5314b6c5a93250b5ae5e0c50bad803eb440?s=48&#038;d=mm&#038;r=g' srcset='https:\/\/secure.gravatar.com\/avatar\/3ac3ab6d649088f91adcbc55d77aa5314b6c5a93250b5ae5e0c50bad803eb440?s=96&#038;d=mm&#038;r=g 2x' class='avatar avatar-48 photo' height='48' width='48' \/><\/div><div class=\"wp-block-post-author__content\"><p class=\"wp-block-post-author__byline\">This post was reviewed by an expert from <a href=\"https:\/\/www.possiblenow.com\/about-us\/\">PossibleNow<\/a><\/p><p class=\"wp-block-post-author__name\">PossibleNOW<\/p><\/div><\/div>\n\n\n<script type=\"application\/ld+json\">{\n  \"@context\": \"http:\/\/schema.org\",\n  \"@type\": \"VideoObject\",\n  \"name\": \"ROI of Zero Party Data - Building Customer Trust | Webinar\",\n  \"description\": \"Don't lose access to customer data.  Join PossibleNOW & Analyst Stephanie Liu from Forrester Research for a deep dive discussion on the \u201cROI of Zero-Party Data\u201d (ZPD)!  We will discuss how collecting and utilizing zero-party data (e.g. customer preferences, consent, and insights data) delivers value, builds trust, and provides a significant competitive advantage.  This is vitally important as marketers grapple with increased privacy requirements, the depreciation of 3rd-party cookies, and how to regain customer trust. Learn how to give your customers control of their data and how to gain unique insights into your customers\u2019 needs.  In this webinar, our experts will cover: - The definition and characteristics of zero-party data - Current market forces driving the shift towards ZPD - Strategies for collecting ZPD along the customer journey - How to secure organizational support & alignment - Industry-specific case studies and value drivers - Next steps for moving forward  Who should attend: - Marketing and Customer Experience - Information Technology    - Data and Business Intelligence - Corporate Strategy or Compliance - Anyone who wants to improve customer engagement, drive customer loyalty, and build customer trust!  Speakers: Stephanie Liu | Analyst, Forrester, Guest Speaker Steph is an analyst serving B2C marketing professionals. Her research focuses on the intersection of marketing and privacy and how to strike a delicate balance between privacy, trust, and consumer expectation, all while navigating a rapidly shifting landscape of regulation and tech limitations. She examines topics like zero-party data, preference centers, the customer data ecosystem, and how to deliver personalized experiences without being creepy.  Jeff Jarvis | Senior VP, Strategy & Consulting, PossibleNOW As PossibleNOW's Senior Vice President of Strategy and Consulting, Jeff provides thought leadership related to the deployment and utilization of zero-party data (customer consents, preferences, and insights). He handles executive management responsibilities for pre-sales, consulting, and implementation services. He helps customers identify pain points, craft solutions unique to their needs, and provides guidance across the implementation and assessment processes.  Tom Fricano | Senior Practice Director, Strategic Consulting, PossibleNOW As PossibleNOW\u2019s Senior Practice Director of Strategic Consulting, Tom assists clients with customer experience, preference management, and consent initiatives through advisory and strategic consulting, technology expertise and project-to-product-to-implementation roadmaps.\",\n  \"thumbnailUrl\": \"https:\/\/i.ytimg.com\/vi\/wY9yeb6jZOU\/default.jpg\",\n  \"uploadDate\": \"2025-04-18T14:33:04Z\",\n  \"duration\": \"PT45M37S\",\n  \"embedUrl\": \"https:\/\/www.youtube.com\/embed\/wY9yeb6jZOU\",\n  \"interactionCount\": \"4\"\n}<\/script>\n","protected":false},"excerpt":{"rendered":"<p>Summary: The Evolving Data Landscape and Rise of Zero-Party Data The webinar opens with an overview of the current privacy and personalization climate, highlighting the collapse of third-party cookies, increasing privacy regulations, and declining consumer trust. Stephanie Liu, a privacy analyst from Forrester, emphasizes that&#8230; <strong>Continue Reading<\/strong><\/p>\n","protected":false},"author":6,"featured_media":4884,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_crdt_document":"","footnotes":""},"categories":[1384],"tags":[1436,92,2625,1038],"topic":[1388],"class_list":["post-4882","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-webinars","tag-customer-trust","tag-roi","tag-trust","tag-webinar","topic-zero-party-data-platform"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.1.1 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\r\n<title>ROI of Zero Party Data: Building Customer Trust - Forrester Research | PossibleNOW<\/title>\r\n<meta name=\"description\" content=\"Click here to learn more about the ROI of Zero Party Data\" \/>\r\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\r\n<link rel=\"canonical\" href=\"https:\/\/www.possiblenow.com\/resources\/zero-party-data-platform\/roi-of-zero-party-data-building-customer-trust\/\" \/>\r\n<meta property=\"og:locale\" content=\"en_US\" \/>\r\n<meta property=\"og:type\" content=\"article\" \/>\r\n<meta property=\"og:title\" content=\"ROI of Zero Party Data: Building Customer Trust - Forrester Research | PossibleNOW\" \/>\r\n<meta property=\"og:description\" content=\"Click here to learn more about the ROI of Zero Party Data\" \/>\r\n<meta property=\"og:url\" content=\"https:\/\/www.possiblenow.com\/resources\/zero-party-data-platform\/roi-of-zero-party-data-building-customer-trust\/\" \/>\r\n<meta property=\"og:site_name\" content=\"PossibleNOW\" \/>\r\n<meta property=\"article:published_time\" content=\"2022-05-27T18:45:54+00:00\" \/>\r\n<meta property=\"article:modified_time\" content=\"2025-10-07T14:34:38+00:00\" \/>\r\n<meta property=\"og:image\" content=\"https:\/\/www.possiblenow.com\/resources\/wp-content\/uploads\/2022\/05\/1-webinar-roi-zero.jpg\" \/>\r\n\t<meta property=\"og:image:width\" content=\"300\" \/>\r\n\t<meta property=\"og:image:height\" content=\"150\" \/>\r\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\r\n<meta name=\"author\" content=\"PossibleNOW\" \/>\r\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\r\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"PossibleNOW\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"3 minutes\" \/>\r\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":[\"Article\",\"BlogPosting\"],\"@id\":\"https:\/\/www.possiblenow.com\/resources\/zero-party-data-platform\/roi-of-zero-party-data-building-customer-trust\/#article\",\"isPartOf\":{\"@id\":\"https:\/\/www.possiblenow.com\/resources\/zero-party-data-platform\/roi-of-zero-party-data-building-customer-trust\/\"},\"author\":{\"name\":\"PossibleNOW\",\"@id\":\"https:\/\/www.possiblenow.com\/resources\/#\/schema\/person\/eaafa0af1cba6043d00ed5b7ab65d1d9\"},\"headline\":\"ROI of Zero Party Data: Building Customer Trust &#8211; 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