This blog acts as a guide for zero-party data, how to collect zero-party data, and the benefits of this underutilized data type. Plus, we discuss how to use your zero-party data strategy as a competitive advantage.

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.

What is Zero-Party Data? How Is Zero-Party Data Different From First-Party Data?

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.”

The Benefits of Zero-Party Data

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:

  1. It is accurate and reliable: Zero-party data is collected directly from customers, so it is not subject to the same inaccuracies and biases as third-party data.
  2. It helps build customer trust: When customers know that their data is being collected and used in a transparent and ethical way, they are more likely to trust the brand.
  3. It can be used to personalize experiences: Zero-party data can be used to create personalized product recommendations, targeted marketing campaigns, and tailored customer service experiences.
  4. It helps make better decisions: Zero-party data can be used to inform business decisions, such as product development, marketing strategy, and customer service operations.

The Best Tool For Collecting Zero-Party Data

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.

How Does Tealium Moments Support A Zero-Party Data Strategy?

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.

  • Ask for Insights: Rather than guessing what the customer is expecting, ask them using simple, in-context questions, during the interaction.
  • Personalize Without Personal Identifying Information (PII): Most personal preferences are not PII, unlocking organic in-the-moment experiences without needing sensitive data.
  • Enrich Profiles of Known Users: Get a better understanding and richer cross-channel audiences by enriching profiles with the zero-party insights collected.

Key Takeaways

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.

Post Author

Natasha Lockwood
Natasha is Senior Integrated Marketing Manager at Tealium.

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