Brief #137: Zero-Party Data is Your Secret Weapon

Welcome to Future of Marketing! 

Last edition, we discussed the importance of owning your audience. Today, we’re delving deeper into the world of zero-party data and how it can revolutionize the way you connect with your customers. 

Let’s explore what zero-party data is, how it works, why your brand needs it, and most importantly, how you can acquire it legally, ethically, and effectively.

Let’s dive in…

3, 2, 1 party data… What is zero-party data?

A term coined by Forrester, “Zero-party data is that which a customer intentionally and proactively shares with a brand. It can include preference center data, purchase intentions, personal context, and how the individual wants the brand to recognize [them].”

For example, upon signing up for their community, Unilever brand Sir Kensington’s delivers a “Getting to Know You Survey” and a welcome activity for new members to get acquainted.

Sir Kensington's survey asking consumers what activities they're interested in

Sir Kensington’s uses their owned brand community to collect information related to flavor preferences and shopping habits. However, they also ask how their community members would like to be engaged as a consumer. This creates trust and shows that they listen when consumers share feedback.

Why do brands need zero-party data?

In today’s rapidly evolving digital landscape, brands face the challenge of adapting to the sunsetting of third-party cookies, which has led to a significant loss of access to valuable customer data – making zero-party data even more crucial for brands. 

By leveraging zero-party data effectively, businesses can gain deeper insights into their customers and deliver hyper-personalized experiences – ultimately fostering stronger relationships and driving higher conversion rates.

Additionally, because online communities are about connection and conversation, consumers are more willing to share broader, value-based information like personal interests, hobbies, and lifestyle behaviors. This is your information goldmine. 

Sir Kensington's Community featuring activities users can participate in

How to collect zero-party data

To optimize the collection of zero-party data, brands should proactively establish preference centers or interactive communities that empower consumers to provide explicit and detailed information about their unique preferences, interests, and needs. This includes:

  1. Surveys & Polls: These engaging experiences can encourage users to share data willingly while also providing an enjoyable, low friction user experience.
  2. Contests & Giveaways: Organize contests, sweepstakes, or giveaways where users voluntarily provide their information in exchange for participation or eligibility. This can include collecting data such as contact information, product preferences, or reasons for participation.
  3. Personalized Content Offerings: Offer exclusive content or experiences tailored to individuals’ interests and preferences. This exchange allows businesses to collect zero-party data while providing value to the user.
  4. Subscription & Communication Preferences: When users subscribe to newsletters, blogs, or other forms of communication, provide options for them to select their subscription preferences (i.e. topics of interest or frequency of communication).
  5. Ratings & Reviews: Encourage users to provide feedback, reviews, or testimonials about their experiences with your products, services, or brand. This can be facilitated through online review platforms, feedback forms, or follow-up emails. Users willingly share opinions and experiences that can foster product innovation. 

Remember, when collecting zero-party data, it is essential to prioritize transparency, respect user privacy, and comply with relevant data protection regulations. Clearly communicate the benefits individuals will receive from sharing their data and give them control over their information by providing options to update or delete their data if desired. 

For a deeper dive on this topic, read The Ultimate Guide to Zero-Party Data.

Ready to Build & Grow Your Community?

TINT can help you build your community through interactive experiences and effectively gather zero-party data – get in touch with us today.  

Amplifying DEI Initiatives in the Beauty Industry with DAM - Join us Live on August 8 at 1pm ET

PS. We have a webinar coming up on Tuesday, August 8th @ 1pm ET. We’re chatting with Acquia DAM, Mary Kay Global, and Wunderman Thompson about Amplifying DEI Initiatives in the Beauty Industry. Register here. 

As always, thanks for reading this far.

Until next time!