As the furore surrounding Cambridge Analytica begins to drop down news agendas, and consumers become au fait with their rights under the burgeoning GDPR legislation, one could mistakenly think all marketers have learned their lesson when it comes to collecting data without consumer consent.
A recent exposé from the New York Times has revealed that at least 75 companies have been harvesting precise positional data on smartphone owners who enabled location services to receive weather reports and the like. A staggering 235 million locations were captured in just a 3 day period.
“These companies sell, use or analyze the data to cater to advertisers, retail outlets and even hedge funds seeking insights into consumer behavior.”
– Richard Harris, New York Times
Not only is this form of data collection the antithesis of what consumers expect from brands, it’s rather menacing. Consumers want personalized experiences as well as their privacy respected, and to deliver this marketers should only be collecting data that the consumer has proactively shared.
“If you buy data from a third-party, that is a risky element. That could get you in hot water not just with the client for being creepy, but potentially with regulators.”
– Mark Grannan, Senior Analyst Forrester
This type of data is zero-party data. A type of data intentionally shared with you by the consumer and never inferred through location tracking. It is data your customer has willingly shared with you, like purchase intentions and preferences to improve personalization and help build up a picture of who they are. Empowering marketers to build direct relationships with consumers, and in turn, better personalize their marketing efforts, services, offers and product recommendations with no guesswork.
Marketers can deliver this through interactive experiences that conduct market research, accrue opt-ins, sign-ups and deliver an altogether better experience with a tangible value exchange for the consumer. Explicitly asking for preference insights rather than inferring it through surreptitious means.
Whether a poll, ad unit, social story or questionnaire, by leveraging these interactive experience campaign types that incorporate incentive mechanics, marketers can quickly and easily collect zero-party data at speed and scale. Helping marketers to be transparent, respect the consumers’ right to privacy, all-the-while providing the value exchange needed to collect zero-party data at scale in an omni-channel world.
Forrester Report: Beyond Third & First-Party Data
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