What is zero-party data?
Zero-party data is information that customers intentionally and proactively share with your brand. Unlike third-party data you collect through tracking or first-party data you collect through observation, zero-party data comes directly from the source: your customers tell you what they want, what they like, and what they're interested in.
This type of data includes customer preferences, purchase intentions, personal context, and how customers want your brand to recognize them. You can collect it through sign-up forms, preference centers, surveys, quizzes, and polls. Because customers share it willingly, zero-party data can be more dependable and privacy-friendly.
Why zero-party data matters
Customer privacy regulations are getting stricter, and third-party cookies are disappearing. At the same time, customers still expect personalized experiences from the brands they shop with. Zero-party data can help address both challenges at once.
When customers share their preferences with your brand directly, you can rely less on guesswork or tracking technologies that may raise privacy concerns. And you receive input straight from your customers, which can help you better personalize the customer experience from sign-up through retention.
Zero-party data can also help build trust. When you ask customers what they want and then act on it, you show them you're listening and delivering a personalized customer experience.
Key features of zero-party data
Zero-party data is distinct from other data types because of how you collect it and what it tells you. Here are the defining characteristics:
- Explicit preferences: You learn exactly what customers want, from their product preferences to how frequently they want you to communicate with them to to what type of content they're interested in.
- Purchase intentions: Customers share what they're planning to buy and for whom, what problems they're trying to solve, and what product features matter most to them.
- Personal context: You get details like birthdays, anniversaries, dietary restrictions, or style preferences that help you personalize future customer experiences.
- Communication preferences: Customers tell you how often they want to hear from you and through which channels.
Benefits of zero-party data
Zero-party data can help teams deliver more personalized experiences and nurture customer relationships. Here are the key benefits:
- Greater control over your data: Because you collect zero-party data directly from your customers, it reduces your dependence on third-party platforms or tracking technologies you have no control over.
- More reliable signals: Because customers provide this information themselves, you're working with their explicit preferences rather than informed guesses.
- Privacy-friendly foundation: Customers share zero-party data with awareness and consent, which can support compliance efforts with privacy regulations.
- Stronger customer relationships: Asking customers about their preferences and then acting on that information signals that you value their input and respect their time.
- More effective personalization: When your customers tell you exactly what they want from you, you can send them more personalized messaging that makes them feel seen, not targeted.
Zero-party data can turn your customers into active participants in their experience with your brand, supporting personalization that respects privacy and feels more relevant.
Ready to start collecting zero-party data and personalizing your marketing? Get started with sign-up forms in Klaviyo today.
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