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What is Zero Party Data? 

Have you ever watched a youtube video and seen a pop-up option to skip an ad in exchange for answering a quick survey question? If you’ve filled out one of those surveys before, you’ve given a company access to zero party data.

In an increasingly privacy-conscious corporate world, brands are looking for smarter ways to connect with their customers. Traditional data collection methods are facing scrutiny, and consumers are demanding more control over their personal information. But what if there was a way for companies to get insights directly from their audience, with full consent and transparency? Enter a powerful solution that not only respects privacy, but also fosters stronger customer relationships…

Zero Party Data refers to information that customers intentionally and proactively share with a brand. It is sometimes also referred to as “solicited data”. Unlike other types of data, zero party data is directly volunteered by users, which can include preferences, purchase intentions, and feedback. A zero party data strategy is much like a mutually beneficial tradeoff, since customers are incentivized to submit the data. This data type is valuable for businesses because it reflects a customer’s explicit desires and expectations. It helps companies alleviate some of the technological complexities surrounding current data models.

Zero Party Data vs. First Party Data?

Zero party data vs. first party data… They differ in several ways:

  1. Collection Method: The key difference is the method of collection. Zero party data is directly shared by customers, often in exchange for a more personalized experience, while first party data is collected passively through user behaviors such as browsing history or past purchases. 
  2. Purpose:  Zero party data gives businesses direct access to customers intentions, while first party data is used to learn more about customers and how to reach new audiences. 
  3. Privacy: Zero party data is more secure because customers willingly provide information on their own terms. 
A Venn diagram comparing First Party Data and Zero Party Data. First Party Data includes user behavior and company ownership, while Zero Party Data is user-provided, reflecting preferences and building trust.

What are some Zero Party Data examples?

Common examples of zero party data are customer surveys, preference centers, quiz responses, and account customization options. For instance, after making an online purchase, you might be asked to rank your satisfaction or indicate product preferences for future recommendations. Other examples could be participation in loyalty programs where customers choose how often they want to receive promotional offers, or polls where users select their favorite product categories. 

When customers can specify their shopping habits, the company can then send them timely promotions based on their preferences. This increases their chances of conversions while also making the customers feel understood. Essentially, zero party data allows businesses to deliver hyper-personalized content based on explicit user input.

What strategies can enhance Zero Party Data Collection?

Zero Party Data collection, as previously mentioned, can be gathered through a variety of direct customer interaction methods. Brands can use quizzes, surveys, and preference centers as part of their marketing strategy. For instance, an e-commerce store might prompt customers to complete a quiz on their style preferences in exchange for personalized clothing recommendations. Another method is through subscription forms where users can customize how frequently they receive communications and what type of content they prefer. The key to successful zero party data collection is making the process seamless and offering clear value in return, so customers feel that their input will improve their overall experience.

To enhance zero party data collection, companies should focus on transparency and the value they offer customers in return for their data. By engaging customers with content that allows them to share preferences, brands can gain more precise data while building stronger relationships. Another critical factor is timing; asking for information when the customer is already engaged, post purchase or simply while interacting with the brand, will increase the likelihood of participation. 

What platforms support Zero Party Data?

There are several Zero Party Data Platforms that can help brands collect and manage this valuable data. Customer Relationship Management (CRM) tools, Customer Data Platforms (CDP), and marketing automation platforms are the most common technologies used for gathering and leveraging zero party data. These platforms allow businesses to store customer preferences and use them for tailored marketing efforts. For instance, a CDP can integrate zero party data to create personalized product recommendations, while a CRM can track individual preferences over time, helping to build long-term customer loyalty. Additionally, cloud platforms such as Qualtrics or HubSpot among others, enable businesses to capture real-time feedback, which further enhances customer personalization efforts.


To sum it all up, zero party data offers a powerful way for brands to create personalized experiences while respecting customer privacy. By encouraging customers to share their preferences directly, businesses can build trust and deliver more relevant content, ultimately fostering stronger relationships. As data privacy becomes increasingly important, adopting a zero party data strategy is not just a smart move—it’s essential for future-proofing your marketing efforts.