Zero Party Data

What is zero party data?

Zero party data refers to information that customers voluntarily and proactively share with a business. Unlike passively collected data, this information is explicitly provided by consumers in exchange for a personalized experience.

This concept was popularized by Forrester Research to distinguish voluntary data from other types of marketing data. Examples include communication preferences, purchase intentions, declared interests, or responses to customer satisfaction surveys.

In a context where personal data protection is becoming paramount (GDPR, end of third-party cookies), zero party data represents an ethical and effective alternative for marketing personalization.

Zero party data vs first party data: what's the difference?

The distinction between zero party data and first party data is fundamental to understanding the value of each data type:

First party data includes data automatically collected by your business: purchase history, browsing behavior, email interactions. This data is observed, not declared.

Zero party data, on the other hand, comes from an active customer initiative. It's the difference between observing someone buying a blue sweater (first party) and asking them what their favorite color is (zero party).

Both data types are complementary. Zero party data provides understanding of motivations and intentions, while first party data reveals actual behaviors. Together, they enable precise and relevant personalization.

How to collect zero party data effectively

Collecting zero party data relies on a clear value exchange with your customers. Here are the most effective methods:

Interactive quizzes and questionnaires

Offer product recommendation quizzes or style questionnaires. Customers willingly share their preferences in exchange for personalized suggestions.

Preference centers

Allow your customers to configure their communication preferences, favorite product categories, and desired contact frequency.

Reviews and feedback

Customer reviews are a rich source of zero party data. Comments reveal expectations, satisfaction points, and areas for improvement.

Loyalty programs

In exchange for points or benefits, customers agree to complete their profile and share their preferences.

Why zero party data is the future of marketing

With the gradual disappearance of third-party cookies and strengthening privacy regulations, zero party data is becoming strategic for several reasons:

• GDPR compliance: Data is collected with explicit consent
• Superior quality: Customers directly declare their intentions
• Trust relationship: Transparency strengthens customer loyalty
• Effective personalization: Less guessing, more relevance

Brands that master the collection and use of zero party data have a lasting competitive advantage in a changing marketing environment.

How Review Collect helps you

Review Collect enables you to collect quality zero party data through customer reviews:

• Post-purchase questionnaires: Collect valuable information at the ideal moment
• Sentiment analysis: Extract insights from customer comments
• Advanced segmentation: Leverage declared data to personalize your actions
• CRM integration: Enrich your customer profiles with collected zero party data

Discover how to collect zero party data with Review Collect.