Zero-Party Data

What is Zero-Party Data?

Zero-party data is all the data that your target audience intentionally shares with you to tailor their experience. It can be anything from communication preferences (frequency, channel), how they want to be recognized, to their favorite brands. The biggest difference between zero-party data and (almost) all other data is that the sharing is active, meaning your audience know they are sharing the data, and they do it for their own sake.

Zero-party data removes the guesswork from analyses and provides you with information directly from the source.

Differences between zero, first, and third-party data

Zero party data comes directly from your customers and is information about their preferences (ex. “These are my favorite brands”), interests (ex. “Hiking”) , and other types of self-submitted information (ex. “My birthday is Jan 1st”). First-party data comes from interactions with your company’s own website, app, or other digital tools. First-party data is also known as behavioral data. Third-party data, on the other hand, is bought or gotten from outside sources that don’t directly interact with the customer. Zero-party data stands out because it’s given freely by the customer, making it more direct and reliable for understanding what they really want.

How to collect Zero-Party Data

Gathering zero-party data can be done through forms, popups, quizzes, and direct questions in a way that feels natural and helpful to the customer. It’s key to explain why sharing this information is good for them, like getting more personalized promotions, services or offers. Making sure they know how their data will be used builds trust and encourages them to share.

How to use Zero-party data in marketing

Using zero-party data means taking what customers tell you and using it to make their experience better. This could be through behavioral segmentation, website personalization, tailored product recommendations, or offers that match their interests. It’s all about responding to their needs and preferences to make your brand more relevant and attractive to them.

Example tools collecting zero-party data

Many tools can help collect zero-party data, and Triggerbee is a standout example. Our onsite marketing solution uses forms, popups, and quizzes to gather information directly from customers. This helps your brand understand your audience better and deliver more personalized content and offers. By actively engaging customers and asking for their input, Triggerbee helps companies make the most of zero-party data.

Felix Langlet
Felix Langlet

Felix is a self-taught marketer and the head of marketing at Triggerbee. He is specialized in SEO, content marketing, and copywriting. Outside of work, you can find him spending time with his family, listening to podcasts, or watching documentaries.

Experience-Led Growth

Download now

Experience-Led Growth: The Ultimate CX Playbook