Q&A: What Marketers Need To Know About Zero-Party Data


it Is Possible For Privacy And Personalization To Coexist


Consumers are more scrupulous than ever when it comes to handing over their personal data and preferences. High profile data scandals and legislation like the GDPR and CCPA have led to the new era of privacy we now live in.

But marketers can strike the balance between respecting consumer privacy and delivering true personalization.

The solution is zero-party data. Preference data that a consumer intentionally and proactively shares with a brand. And marketers can collect it at speed and scale by leveraging interactive experiences that offer a tangible value exchange to the consumer.


Our takeaways:

  • Zero-party data is not first-party data. It is data your customer has willingly shared with you like purchase desires and preferences to improve personalization.
  • Marketers can collect zero-party data 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.


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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.


DOWNLOAD ANALYST REPORT


Enjoy this free Forrester Report, compliments of Wayin.

0%

of consumers are happy with the level of personalization they receive

0%

of consumers would share data in return for product recommendations

0%

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

0%

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

0%

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

0%

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

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