What is “zero-party data” and how it helps you connect with your audience
Posted: Tue Jan 07, 2025 8:34 am
By Daniela Carrasco
Marketing4eCommerce Editor
ANDn today’s marketing world, balancing relevance with privacy is a constant challenge. A study by Accenture Interactive found that nearly 30% of consumers feel some brands are “too personal,” and 69% of them would be willing to stop doing business with those brands. Additionally, the study identified the five most invasive advertising techniques, according to consumers, which include receiving ads related to conversations near voice assistants or that follow the user across devices.
This landscape has led brands to examine their ethics in data control and has caused changes in the way consumers perceive online security. Data privacy regulations, such as the General Data Protection costa rica number data Regulation (GDPR) in the European Union and similar laws in other regions, set specific guidelines and obligations on the collection, use and sharing of this data to protect individuals’ privacy. Likewise, the accuracy of zero-party data is essential, as making decisions based on incorrect information can have a negative impact on the relationship with the audience .
The challenge of a world without third-party cookies is driving brands to focus on first-party data collection, with zero-party data a priority for 88% of marketers in 2021. Consumers also expect an excellent experience in every interaction with a brand.
Zero-party data is information voluntarily provided by consumers to brands . This data includes demographic, behavioral, and interest information that is used to better understand the audience and improve marketing effectiveness.
Marketing4eCommerce Editor
ANDn today’s marketing world, balancing relevance with privacy is a constant challenge. A study by Accenture Interactive found that nearly 30% of consumers feel some brands are “too personal,” and 69% of them would be willing to stop doing business with those brands. Additionally, the study identified the five most invasive advertising techniques, according to consumers, which include receiving ads related to conversations near voice assistants or that follow the user across devices.
This landscape has led brands to examine their ethics in data control and has caused changes in the way consumers perceive online security. Data privacy regulations, such as the General Data Protection costa rica number data Regulation (GDPR) in the European Union and similar laws in other regions, set specific guidelines and obligations on the collection, use and sharing of this data to protect individuals’ privacy. Likewise, the accuracy of zero-party data is essential, as making decisions based on incorrect information can have a negative impact on the relationship with the audience .
The challenge of a world without third-party cookies is driving brands to focus on first-party data collection, with zero-party data a priority for 88% of marketers in 2021. Consumers also expect an excellent experience in every interaction with a brand.
Zero-party data is information voluntarily provided by consumers to brands . This data includes demographic, behavioral, and interest information that is used to better understand the audience and improve marketing effectiveness.