Zero-party Data: the new frontier of marketing

By December 5, 2022 Digital Stories

Zero-party data today is an innovative strategic approach to customer data that is a real gold mine for marketers.

In this case, these are. information provided directly by consumers, based on smarter, more transparent and conscientious consensus management, ushering in an entirely new era devoid of classic cookies.

In fact, Zero-party Data is nothing more than the personal data that each person voluntarily decides to share with the brand, receiving in return a return value In terms of services and products.

In this way, brands develop a form of engagement with a high retention rate. But what exactly does Zero-party Data consist of, how does it differ from other data, and how can it be collected?

What does Zero-party Data mean?

Currently, data is the basis for any marketing activity, and its importance has increased exponentially. The latest technologies have made available at an affordable cost a whole range of tools for processing immense amounts of information.

That's when there is more and more talk of Big Data, an expression that marketers often encounter in their work. The real problem, however, is the acquisition of this massive amount of information and its quality.

Not surprisingly, many of the companies have turned to the third-party data, drawn from vast databases of operators and technology platforms that are subsequently offered to companies for the advertising branch.

In short, companies delegate data acquisition to external entities, for which they must pay. This method, however, has obvious limitations. To begin with, you don't have absolute control over the data, which are owned by third parties.

Another limitation concerns the restrictions imposed by the privacy and the new cookie abolition policies advanced by Google and already implemented by browsers. Companies around the world have thus been forced to have to invest themselves in obtaining and managing the so-called Zero-party Data.

Zero-party data are simply the data provided by the users themselves in a direct and conscious manner. This can be done by administering surveys or by filling out forms and forms on apps and websites.

Such information is based on quid pro quo. In short, the user willingly offers data and in return receives content of commercial and informational value. This provides email addresses, phone numbers, and other information essential for consumer profiling.

In cases like this, the following are also very useful newsletters and loyalty programs, thanks to which one can take a step forward in brand loyalty. So, Zero-party Data support permission marketing and enable brands to finalize communication and promotion strategies.

In directly asking for data, however, it is necessary to be honest and transparent about how it will be processed, the end purpose, and how long it will be kept. Finally, it is good to be clear about the privacy rights that can be exercised to feel better protected.

What are Third, Second and First-party Data

Before delving into the discussion of Zero-party Data, it is important to go on to define all other types of data that marketing today uses to promote brands. Specifically, we can talk about 3 categories of data: Third-party Data, Second-party Data and First-party Data.

I Third-party Data are the data collected by external partners who are not directly involved in brand-customer interactions. This is information inferred by third-party entities such as data providers and often includes socioeconomic notions such as income.

Third-party Data are also observed and extracted through mobile devices, set-top vox, and televisions, which many times are equipped with tracking functions. Other data are instead extracted from social media, purchase propensities, POS and call centers.

The main flaw in such data is the volatility, as consumer preferences, household intentions, and available budgets can change in a short time, becoming obsolete in an instant.

I Second-party Data are the data obtained by one company that then shares it with another. It is mostly the trading desk information produced by programs and campaigns carried out by data providers that have the precise data that brands need.

These include, for example, information inherent in product preferences and information from the use of cookies.

Finally, there are the First-party Data, the most valuable ones since they are collected by companies directly from consumers. In many cases they are derived from a user's behaviors and interests on a website or app.

These include information from CRMs, information from subscription services, feedback from surveys, and anything else that can be stored in databases.

First-party Data includes a user's interests while browsing online, tracked through clicks on links, times spent on a page, and reactions to certain content. The category also includes purchases made and downloads performed.

Zero-party Data and GDPR

Zero-party data allows companies to free themselves from cookies and external entities and offers the possibility of building a quality report With each user.

In fact, by defining an appropriate customer engagement policy, stable relationships with brands can be developed, clearly understanding which products are desired and which are most attractive.

So, the construction of A continuous and regulated data collection mechanism allows you to increase customer trust and have greater engagement with the brand.

With a functional engagement strategy, consumers gain trust in the brand and authorize not only data sharing but also future curation and management. In this regard, however, it is good to remember. the role played by the GDPR, which has changed the rules of marketing over the years.

The GDPR is the General Data Protection Regulation, launched by the European Union to regulate the processing of personal data and privacy.

To act in compliance with the GDPR, browsers are progressively removing the use of third-party cookies, giving users the opportunity not to be tracked. This is precisely the reason why many of the brands are relying on the collection of data shared spontaneously by customers.

On the other hand, Zero-party Data has imposed. a strong sense of responsibility By companies in dealing with the information obtained.

It is no coincidence that people are becoming increasingly careful and conscious about privacy and management of sensitive data. This means that with Zero-party Data there must be Extreme attention to the protection of collected material so as not to undermine the relationship established with customers.

How to obtain the Zero-party Data?

Understanding the immense potential of Zero-party Data, it is time to understand exactly how to capture this all-important data. To do so, there are at least 3-4 different channels Of which to make use:

  • Newsletter: the customer who fills out an online form and agrees to share his or her email is already showing a real interest in the offer. In this case you can ask for more information about preferences and opinions on product quality. The responses will be used to send more personalized communications;
  • Exclusive content: the consumer is offered some free content visible to all and other premium which can be accessed after registration. Such a system is ideal for B2B products, perhaps requiring users to perform particular actions and rate them;
  • Surveys: company can create surveys to measure liking toward services and products. One can use the social media to question followers about what can be improved and what they would like to see on the site/app;
  • Contests and promotions: when intrigued about topics of interest to them, customers are enticed to express opinions and provide data, even making use of contests, games and sweepstakes. Such strategies are almost always successful and provide an excellent incentive for sharing personal information.

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