The Zero-Party Data Maturity Model



The brand and customer relationship used to be rather straightforward. Buyer personas would be crafted, and masses of data points from all manner of sources would be loaded into CRMs. As long as the CRM was full, the top of the funnel loaded and the tills still rang, no one questioned it.

But then came the Cambridge Analytica scandal, privacy legislation and the epiphany that much of this data that had been purchased from third-party vendors was stale and useless.

In light of this, there’s a need to re-evaluate the relationship between brands and consumers and how marketers collect data.

Our recommended approach, is the zero-party data path.

“Zero-party data is extremely valuable and will improve the effectiveness of your firm’s personalization efforts.”
– Fatemeh Khatibloo, Principal Analyst, Forrester


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The Zero-Party Data Maturity Model



The brand and customer relationship used to be rather straightforward. Buyer personas would be crafted, and masses of data points from all manner of sources would be loaded into CRMs. As long as the CRM was full, the top of the funnel loaded and the tills still rang, no one questioned it.

But then came the Cambridge Analytica scandal, privacy legislation and the epiphany that much of this data that had been purchased from third-party vendors was stale and useless.

In light of this, there’s a need to re-evaluate the relationship between brands and consumers and how marketers collect data.Our recommended approach, is the zero-party data path.




    DOWNLOAD WHITE PAPER


    0%

    of consumers express frustration when their experience with a brand is impersonal

    0%

    of consumers would share preference data in return for personalized offers

    0M

    zero-party data records
    collected for the world’s biggest brands by Wayin in 2018

    0%

    of consumers express frustration when their experience with a brand is impersonal

    0%

    of consumers would share preference data in return for personalized offers

    0M

    zero-party data records
    collected for the world’s biggest brands by Wayin in 2018

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