Forrester 2019 B2C Predictions: Marketers Will Turn To Zero-Party Data

Bad data is fuelling ineffective personalization, consumer mistrust and helped usher in a new age of privacy. But it is possible for personalization and privacy to coexist.

Forrester have declared in their Predictions 2019: B2C Marketing report that marketers will address consumer demands head-on, and that they will turn to zero-party data.

A type of data intentionally and proactively shared directly with you by the consumer, like purchase intentions and preferences to empower marketers to build direct relationships with consumers, and improve their product recommendations, services and offers.

“Say goodbye to third-party data and hello to zero-party data — data that customers own and willingly provide to brands.”


    Consumer Data: Beyond First And Third Party

    The Zero-Party Data Economy Is Here

    Marketers can collect data that is intentionally and proactively shared directly with them by the consumer. This is zero-party data.

    And it’s captured by creating interactive marketing experiences that offer a value exchange for engagement and PII data.

    Our Takeaways:

    • Zero-party data allows brands to build direct relationships with consumers as it is never inferred from aggregated data sets.
    • Marketers can collect it through interactive experiences that conduct research, accrue opt-ins and deliver a value exchange for the consumer.
    • Capturing consumer motivations, intentions, interests, and preferences at scale lets you truly personalize each customer’s experience.


    Enjoy this free Forrester Report, compliments of Wayin.


    of global brands will collect zero-party data by 2020


    of consumers would share data in exchange for personalized offers


    of marketers believe preference data is critical to their growth


    of marketers admit that bad data stops them providing a personalized experience


    of marketers say first-party data helps them drive strong ROI from their campaigns


    of marketers believe first-party data is critical to their growth

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