Zero-party data is essential to a well-rounded marketing strategy. By understanding what each of your customers wants and needs, you can provide them with personalized service. Additionally, using this type of data allows you to create targeted campaigns that are more likely to result in sales.
Zero-party data is what that a consumer can willingly and proactively share with a business
. The term used by Forrester Research
, and is also referred to as explicit data. It might contain preference, shopping intentions, personal context. Or how customers wish to be recognized by
your brand. This type of data is also regarded as more definitive and reliable, as it comes directly
from the source.
Explicit data could be the holy grail of customer-centric organizations. As it allows brands to engage on a with more personal and relevant content.
It’s important to remember that zero-party data should be used in addition to other data sources. For example, First-party data (data collected directly from customers). Or third-party data (data collected from other sources). Zero-party data should never be used as the sole source of information when making decisions about marketing strategy. However, when combined with other data sources, this can provide businesses with a better view of their customer. Helping them to create more effective marketing campaigns.
How you can add zero-party data to your marketing strategy
First off, let’s start with some basics. You may have heard of this term before with customer experience research. For example: surveys or pop-ups asking customers about preference or opinion. Could also include demographics and/or settings. Zero-party data helps to understand what each of your customers needs from a business interaction. This allows you to provide personalized service and make important changes in your marketing strategy. Imagine serving only relevant content in tune with your user’s preference, upcoming event, or even weather changes.
Easy ways to collect zero-party data
The best way to understand your customer is by getting them involved in the process! You can collect data through many channels. Being social media or an online form; but what if they don’t want their information shared?
Here are some ways you can collect no-party data. There’s the obvious route. Simply asking customers directly for their preferences and needs when they shop or interact with your website! Second option? Try out different marketing campaigns to see what works best. Building more in-depth understanding of the user’s favourite medium. Effectively, building your strategy on data about the most effective channel, tone of voice and creative.
Another smart move is enhancing your registration process. Creating an account is a great way to ask your customers about their preferences. Attempt to get some more info such as birthdate and other preferences. This needs to be done with care and quite possibly tested to make sure it doesn’t impact conversions.
The future is very personal. Building successful brands requires a personalized customer experience. Based on a real and true relationship with your audience. Zero-party data will make all our marketing efforts much more effective!
If you’re looking to improve your marketing strategy. Consider investing in zero-party data. Understand your audience and create relevant, personal campaigns that add value. This can be a sure way to increase returns and customer engagement across the board.