Leading business analysts Gartner agree with their counterparts at Forrester: marketers will move away from dubious third-party data sets in the post-GDPR economy.
In a candid interview with CMO magazine, Gartner VP; Andrew Frank stated that GDPR and other privacy legislation wayfaring across the globe would reward companies that are already focused on ethical data collection and consumer empowerment.
GDPR is not only good for business, but was a reaction to the surreptitious practices by too many organizations that amassed huge amounts of irrelevant data on prospects, oftentimes without permission, resulting in low conversion rates and ever-depleting trust.
“GDPR gives responsibility for determining who customers want to trust with personal data to the consumers themselves.” Andrew Frank, VP, Gartner.
At Wayin, we’re fully-aligned with the Forrester vision that marketers will turn to zero-party data in 2019. Moving away from the much-maligned, and frequently outlawed third-party data sets and embracing the zero-party data economy.
Zero-party data empowers marketers to build more meaningful relationships with consumers post-GDPR, as it is data that is intentionally and proactively shared with them by the consumer. It is data that enhances the customer experience and helps build mutually-beneficial relationships between brands and consumers.
Brands can collect it by connecting directly with consumers and gathering the data, insights, and permissions they need to power truly-personalized marketing across all stages of the customer lifecycle. Rather than inferring, they’re asking, and consumers are willingly and intentionally sharing.
“Zero-party data is extremely valuable and will improve the effectiveness of your firm’s personalization efforts.” – Fatemeh Khatibloo, Principal Analyst, Forrester
For marketers committed to building better connections with consumers, Wayin furnishes them with the tools to capture zero-party data at speed and scale. The Wayin Platform has 85+ interactive marketing campaign types that incorporate data capture mechanics that can be published to any digital channel and was listed by Forrester as one of the few ‘intention capture’ platforms that collect zero-party data.
Forrester Q&A: What Marketers Need To Know About Zero-Party Data
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