What Is Zero-Party Data?
Zero-party data is information that a customer intentionally shares with a brand.
Forrester defines it as “data that a customer intentionally and proactively shares with a brand, which can include preference center data, purchase intentions, personal context, and how the individual wants the brand to recognize [them].”
Typically, customers share this information because they want a more personalized content experience. This data allows brands to tailor content to specific needs.
Here are a few examples of the valuable information customers can intentionally share:
- Preferred products, services, and communication methods
- Transactional or informational wants and needs
- Job role, company, and industry
- Usage level of products and services
Zero-Party Data vs. First-Party Data
If you’ve heard of first-party data, zero-party data might seem similar. However, there are important distinctions between the two. These data types also differ from second-party and third-party data, which brands obtain without explicit permission.
Although zero-party and first-party data are different, they have the same impact. Both approaches curb data privacy concerns and build brand trust.
Why Zero-Party Data Matters in B2B Marketing
Zero-party and first-party data allow marketers to adapt to expanding privacy regulations. These regulations make other forms of customer data harder to access.
For example, marketers might not be able to use third-party cookies in the future. This change would eliminate one way to serve retargeting ads and track user behavior on third-party platforms or sites.
In response to these restrictions, marketers must develop a privacy-first content marketing strategy. Rather than relying on more indirect data collection, they should create content experiences that make customers want to share their information.