The zero-party data concept has been implemented for a while. But now it’s gaining so much popularity because of technological innovations. Because companies want to provide the best services to customers, they want to stand out and outshine the competition.
To achieve that, they need data from their customers. The type of data which is not manipulated or changed. That’s where zero-party data plays a key role.
It’s not a new trend that will fade away after some time. Instead, it’s a revolution that is changing the way businesses communicate with their audience. It also helps in improving customer experience and ultimately provides unique customer experiences.
But there’s much more you need to know about it to execute it perfectly. That’s why we have made a comprehensive guide about zero-party data, its benefits, and much more.
So let’s get started.
What Is Zero-party Data?
Zero-party data refers to information that individuals willingly and proactively share with businesses. This data is voluntarily provided by consumers, making it distinct from first-party, second-party, and third-party data. Examples of zero-party data include:
- Customer preferences
- Other personal information
It is shared through different modes, which we’ll discuss later. Companies further use this data to improve product development marketing and give personalized experiences to customers.
It’s like conversational data. Suppose you’re having a conversation with a customer.
What are the things you learn from them, such as their opinions, background, dislikes, likes, preferences, etc?
It makes marketing more effective and proves that it’s not a guesswork. Because you’re working according to the data collected from customers, now, all you need to do is use that data smartly for business success.
Types Of Data
To understand zero-party data, you must learn different types of data. It helps you differentiate different forms of data.
Companies, agencies, and organizations collect this data. The mode for collection of this information is via books, websites, and relevant platforms. It is usually regarding customer behavior. What does that mean?
Information is gathered based on how users interact with the website and platform. It consists of aspects such as:
- Time spent scrolling the website
- Hovering session
- Links opened
And all the information which can be beneficial in any way for business growth. Most people are generally aware that companies can get access to their information. Do you know how?
Related: The Power of First-Party Data
In this form of collection, companies gather information using their channels. It can be a social media platform, surveys, and relevant sources. This data is later sold to other companies.
Through this data, companies gain better knowledge of their customers. However, the biggest disadvantage is that most customers are unaware that their data is sold to other companies. Most often, they haven’t given consent to share their data.
Companies purchase this data from outside sources. What does this even mean?
The sources are most commonly known as data aggregators. They collect data from different places and then package it to sell. This information can include CMS data, geographical information, and system data. Just like second-party data, it’s also used without the consent of users.
Zero Party Data Vs First-party Data Vs Second-party Data Vs Third-party Data
Here’s a table of differentiation between major forms of data
|Aspect||Zero-party Data||First-party Data||Second-party Data||Third-party Data|
|Accuracy||It is highly accurate, as the individual voluntarily provides it.||Typically highly accurate, as it’s collected directly from customers.||It can be less accurate if the second party’s data is outdated or unreliable.||It may have varying degrees of accuracy, and quality can vary.|
|Recency||It can be up-to-date, reflecting the individual’s current preferences and choices.||Typically more up-to-date, reflecting recent offline or digital interactions with the business.||Recency can vary based on the partner’s data update frequency.||Recency can vary and may not always reflect the most current information.|
|Integration||Integration is relatively straightforward due to direct collection by the business.||Readily integrated into the business’s data systems.||Integration may require cooperation and data-sharing agreements with the second party.||Integration can be complex and may involve data cleansing and matching.|
|Acquisition Costs||Acquisition costs are typically low, as it relies on customer-provided information.||Lower acquisition cost as the business itself collects it.||Cost may be higher due to partnership negotiations and agreements.||It can be expensive, as it often involves purchasing data from external sources.|
|Customization||Provides significant customization opportunities based on individual preferences.||Offers high customization opportunities for personalized marketing and product offerings.||Provides customization based on the shared partner’s data, but it may be limited compared to first-party data.||Limited customization due to the external nature of the data source.|
Why Is Zero-party Data So Important In 2023?
Now, the market is globalized, and there are strict rules and regulations for customer data privacy. Apple doesn’t allow companies or platforms like Instagram, Twitter, or Facebook to collect user data.
So what’s the solution?
Companies can only get data if the user consents to it. According to a recent Google update, it’ll no longer allow data collection via cookies in 2024.
It has made many companies panic.
But with zero-party data collection, you don’t have to worry. It’s a savior for companies.
How To Collect Zero-party Data?
There are many methods of zero-party data collection. But here are some of the most commonly used, which are highly effective.
1. Conversational Pop-up
You can show a conversational pop-up to the customer who has landed on your e-commerce shop or website. But don’t make it generic. Instead, ask personalized, unique questions or give them product recommendations based on their likes.
It’s like when you visit a physical shop, and the person asks you, “Hi, sir! What are you looking for today?” It highly influences purchase intentions.
According to studies, people are more likely to answer questions that solve their problems. It strengthens their connection with business.
How can you do this?
It’s simple. Create a quiz on your site and ask customers what they want. If you have a digital marketing agency, you can ask:
- What services are they looking for?
- Which service can improve their business?
Ask similar questions to the customers. Then, use it to tailor your business message and improve your services.
3. Preference Centers
You can extract valuable information by allowing customers to choose which ads and emails they want to be shown. But how is it helpful?
It shows what your customers like and what their preferences are.
4. Social Media
Social media is no longer a tool for enhancing brand image and entertainment. It’s a way to engage with customers and reach out to potential customers. You can gain valuable insights into daily trends, engagement rates, demographics, and polls, which help you understand the audience better.
5. Email Campaigns
People love it when you welcome them with kind words. In the online world, you can use an introductory welcome email flow. Make them more interesting by adding quizzes and using an engaging tone. Make the process engaging and exciting for customers.
Make your newsletter sign-up process easy.
But don’t spam them with unnecessary emails. Send occasional emails, discounts, and promotions. You can also get their feedback regarding services and products.
Related: Future of Advertising
How To Set Up A Zero-Party Data Collection Strategy?
If you have a proper data collection strategy, you’re already one step ahead of most competitors. You can gain actionable insights from your customers and utilize them fully. Here are five steps to set up a zero-party data collection strategy.
Step 1: Why Do You Want Data?
Be clear about what goals you want to achieve through data collection. It can be improving marketing messages, getting user feedback, etc. There are three major things you should know before data collection:
- Type of data you want to collect
- Purpose of information
- Timing of collection
Ensure to align the data with your goals.
Step 2: Enrichment
You should avoid any data silos. You already have first-party and zero-party data. Through these data systems, you can gain maximum advantage of collected data.
Develop compelling value propositions to encourage customers to share their data. Communicate what they will receive in return, such as interactive experiences, exclusive offers, or more relevant content.
Step 3: Request Data Ethically
Improve your conversion funnel and ensure that you are asking for information ethically. Obtain explicit consent for data collection. If customers know how the collected data will benefit them, they’ll most likely share it happily.
Step 4: Use Customer Data Platforms
Don’t stick yourself to one platform only. Instead, explore different ways to collect valuable zero-party data. Identify the touchpoints and moments where you’ll collect zero-party data. These could include website opt-in form, preference centers, surveys, or in-app interactions.
In short, use your preferred channel to collect customers’ personal details such as email addresses, phone numbers, etc. You should use audience segments to cater to the needs of your audience. Go one step ahead by rewarding them for sharing the information. This way, they’ll keep coming back.
Step 5: Do Extra Measures
You must create a robust strategy to keep the data safe and secure. Analyze the data and note ways through which you can provide a better experience to the users.
Establish key performance indicators (KPIs) to measure the success of your zero-party data strategy. Monitor customer engagement, conversion rates, and the impact on business outcomes.
Benefits of Zero-party Data Collection
Now, let’s look at some of the benefits of zero-party data. It gives you deep clarity on how it impacts your business.
- Improved Customer Trust: When customers willingly share their data and preferences, it fosters a sense of trust and transparency. Respect for their choices and data privacy regulations can strengthen the bond between the business and the customer.
- Accurate Insights: The information is provided directly by customers, making it more reliable and eliminating any accuracy issues. Compared to third-party data, which is less trustworthy.
- Customized Experiences: Businesses can tailor experiences for individual customers, such as personalized offers, recommendations, and content. It can lead to strong customer loyalty.
- Increased Marketing Effectiveness: Highly targeted marketing channel campaigns based on zero-party data are more likely to resonate with customers. Thus resulting in advertising campaign effectiveness and higher conversion rates.
In a nutshell, zero-party data is a powerful tool through which businesses can make data-driven decisions. Because a business’s success lies in providing customers with what they want, by collecting information and gathering it by ethical means, you can effectively make the best use of this strategy.
It also encourages companies to form a strong bond with their audience. Not only this, but the target audience begins to trust them. Especially in the age where privacy laws and consent are a hot topic, transparency and honesty are much appreciated. You must adapt and innovate with a customer-centric approach.
It also reduces the marketing efforts a company puts in. It’s a win-win situation for companies to grow and eventually scale. The company benefits by increasing sales, and the brand image also improves.