{"id":22804,"date":"2024-07-15T12:20:42","date_gmt":"2024-07-15T12:20:42","guid":{"rendered":"https:\/\/www.bloomreach.com\/library\/the-importance-of-zero-party-data"},"modified":"2024-07-15T12:20:44","modified_gmt":"2024-07-15T12:20:44","slug":"importance-of-zero-party-data","status":"publish","type":"library","link":"https:\/\/www.bloomreach.com\/en\/blog\/importance-of-zero-party-data","title":{"rendered":"The Importance of Zero-Party Data"},"content":{"rendered":"\n

As the internet becomes more privacy-centric by the day, the role of zero-party data becomes increasingly important.<\/p>\n\n\n\n

But what exactly is zero-party data, and what role does it play in modern marketing, and helping to predict customer behavior? Keep reading to find out.<\/p>\n\n\n

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Key Takeaways<\/H4>\n

Beginning to collect zero-party data can take your marketing to the next level.<\/p>\n\n \n \n

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Zero-party data is data that a customer intentionally and proactively shares with a business.<\/p>\n <\/div>\n

It can include preferences, purchase intentions, and personal contexts.<\/p>\n<\/div>\n\n\n

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The biggest advantage of zero-party data is accuracy.<\/p>\n <\/div>\n

Since it\u2019s provided by the customer, you don\u2019t have to question the source.<\/p>\n<\/div>\n\n\n

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Zero-party data collection should be a business priority.<\/p>\n <\/div>\n

Companies who can creatively and compliantly collect zero-party data will effectively be able to power ecommerce personalization.<\/p>\n<\/div>\n\n<\/div>\n\n <\/div>\n <\/div>\n\n\n\n

What Is Zero-Party Data?<\/h2>\n\n\n\n

Zero-party data refers to a customer intentionally and proactively sharing personal details with a business. It can include customer preferences, purchase intentions, personal contexts, and data on how an individual wants to be recognized by the brand.<\/p>\n\n\n\n

In short, it is information that a customer freely provides to a company. It\u2019s not inferred from how a customer behaves on your site. It\u2019s explicitly given by a customer, typically with the expectation that businesses that collect data will reward customers with a better shopping experience.<\/p>\n\n\n\n

“How often do you want to receive emails from us?\u201d <\/strong><\/p>\n\n\n\n

“What type of content do you enjoy?\u201d<\/strong><\/p>\n\n\n\n

“How was your most recent shopping experience in our store?\u201d<\/strong><\/p>\n\n\n\n

The answers to questions like these produce zero-party data, and brands can use that personal context to create better experiences for their customers.<\/p>\n\n\n\n

Forrester Research<\/a> was the first to introduce and define the term, and since then, collecting zero-party data \u2014 along with the way in which it is collected \u2014 has become increasingly important for companies across the globe.<\/p>\n\n\n\n

But why? It’s because customers are becoming more and more concerned about their personal data<\/strong><\/b>. How their data is being collected and used is much more important to many online shoppers after all the data breaches that have occured over the past few years.<\/a><\/p>\n\n\n\n

With enforcement becoming more strict on governing regulations and laws like the General Data Protection Regulation (GDPR), the time to begin collecting this important type of personal data \u2014 using a constent-based process<\/a> that respects customers and keeps your company protected from legal issues \u2014 is now.<\/p>\n\n\n\n

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