In the latest in a long line of privacy exposés from the New York Times, it has been alleged that Facebook has been flouting data protection legislation and granting special access to users’ data and private conversations to behemoth brands like Netflix, Apple, Amazon, Spotify and Microsoft to name but a few.
Facebook’s rather weak defence is that it considered these brands as partner extensions of itself, and therefore user consent given to Facebook was deemed applicable to these brands also. A slight contradiction to Mark Zuckerberg’s assertions to congress earlier this year that Facebook users “have complete control” of their data and everything they share on the social media channel.
To top off an already fraught holiday season for Mark Zuckerberg, the District of Columbia is suing Facebook for allowing the data-mining of 87 million users who believed they were taking part in a private personality quiz, however the granular results and insights were sold on to Cambridge Analytica and used for content targeting in the 2016 US election.
Irrespective of whether this form of data collection is legal or not, it’s diametrically opposed to what consumers expect from social media channels, and the brands they love and trust.
Consumers do want better personalized experiences, but actioned from data they have proactively shared with a brand to deliver this. Not the form of creepy marketing that is alleged by Netflix et al in The New York Times, that has directly led to the new era of privacy we are now living in.
The Solution: Zero-Party Data
Zero-party data is the next step in building lasting and meaningful connections with consumers. Business analysts Forrester define it as a form of data intentionally shared with you by the consumer and never collected through snooping or inferred through variables like device matching and things of that ilk.
It is data your customer has willingly shared with you, like purchase desires and preferences to improve personalization and help build up a more complete picture of who they are. Helping marketers to build direct relationships with consumers, and in turn, better personalize their marketing efforts, services, offers and product recommendations with no guesswork.
How To Capture Zero-Party Data At Speed And Scale
Social consumers may share playlists on Spotify and their favorite true-crime documentaries from Netflix, but they’re more scrupulous than ever when it comes to handing over their personal data. They need to be entertained, engaged and receive something in return for their this personal data.
Brands can deliver this through interactive experiences that collect preference insights, accrue opt-ins and deliver an altogether better experience with a tangible value exchange for the consumer.
Whether a questionnaire, poll, social story or ad unit, these experience types that can live on the largest screen, or the smallest ad placement incorporate incentive mechanics such as coupons, content, or prizes that quickly and easily collect zero-party data.
Putting Zero-Party Data To Work
Capturing consumer motivations, intentions, interests, and preferences at scale lets you truly personalize each customer’s’ experience. Zero-party data empowers you to stop using guesswork and inferences by arming you with the information you need to make the right connections with your customers.
By using the right mechanics, and offering a value exchange, your customers will tell you what products they desire, what they look for in a service, and what offers motivate them to purchase.
Forrester Report: Beyond Third & First-Party Data
Download this complimentary Forrester Report to learn the benefits of zero-party data and how to collect it at speed and scaleDownload Free Report