In our latest webinar, Zero-Party Data for a Competitive Advantage, we sat down with data experts for a comprehensive discussion on zero-party data. Additionally, our ebook, Unlocking Zero-Party Data, provides expert insights into zero-party data’s advantages (and use cases). But first, let’s go over the basics.
Zero-party data refers to information that consumers willingly and proactively share with businesses. Zero-party data can include preference data, purchase intentions, personal context, or how the individual wants the brand to recognize them. This goldmine of data holds immense potential for personalized experiences.
Unlike first-party data, which is collected through interactions with consumers, zero-party data is explicitly provided by individuals, most commonly through surveys, preference forms, or interactive experiences.
Let’s cover an example by Brian McIntosh (BlastX Consulting), from our webinar. “Let’s assume someone named Bob comes to your website that sells running shoes. We don’t have that much information about him, but as we see what Bob is doing on the website, we start to understand what he is looking for. If we set up thresholds around him taking actions and then triggering a response. We may, for example, set up a pop-up that asks Bob what types of running shoes he is looking for (trails, tracks, etc.) and he says ‘trails’ and his shoe size is 11. Now, we know what he is looking for, and we can serve up content that is all trail running shoes in his size.”
In our ebook, Unlocking Zero-Party Data, we go in-depth about the benefits of zero-party data and examples. But, we listed a snapshot of these benefits here:
As Richard Morrow (BlastX Consulting) says in our webinar, “It’s critical to have a zero-party data strategy that works well, and is based on transparency.” Now that we understand the value of zero-party data, let’s explore a tool to help you collect it with transparency, and activate it. We designed Tealium Moments to help you own the customer experience moment with real-time intelligence and action, featuring Moments API and Moments IQ.
Tealium Moments supports a zero-party data strategy because it was designed to augment observed and purchased data, enabling you to ask your customers (or prospects) direct questions or get real-time feedback, and use it to give the best experience.
In an era where consumer privacy is paramount, zero-party data offers a solution that benefits both businesses and consumers alike. By embracing this innovative approach to data collection, businesses can unlock a wealth of insights, drive personalized experiences, and cultivate stronger, more meaningful relationships with their audience.
Are you ready to harness the power of zero-party data to revolutionize your marketing strategy? Get started with Tealium Moments, a collection of features enabling you to own the customer experience moment with real-time intelligence and action. Additionally, we recommend two pieces of content, our webinar (Zero-Party Data for a Competitive Advantage) and our ebook, Unlocking Zero-Party Data.