Zero-party data comes directly from your customers—they give it to you willingly, usually through forms, quizzes, or direct interactions like signing up for memberships. It’s like customers handing you currency, in exchange for which you provide value, be it through deals, personalized content or other engaging experiences.
Consumers today want interactions that are both convenient and personalized. Zero-party data fits the bill perfectly, offering insights straight from the customers themselves. With the upcoming elimination of third-party cookies by 2024, leaning into zero-party data is no longer just an option—it’s a necessity. It ensures compliance with new privacy standards and transforms marketing from a guessing game into a targeted strategy, based directly on what customers tell you they want.
