In this article, we will discuss zero-party data—what it is, best practices for collecting it,sri lanka telemarketing and how it differs from other types of customer data. We will also include real-world examples of brands effectively using zero-party data to drive customer engagement.
After reading this, you will know how to ask your customers for information they are happy to share and improve your data-driven marketing efforts.
What Is Zero-Party Data?
Zero-party data is the information the consumers voluntarily share with a brand. They do this intentionally because they want control over what they share online while receiving a better, more personalized experience. Since consumers provide their info directly, brands are sure their email marketing campaigns are:
Accurate: Reaches the right audience
Build trust: Show transparency and respect
Relatable: Feels more meaningful and personal
Relevant: Matches what customers need and like
Here’s a table comparing customer data types to show what makes zero-party data stand out.
Aspect
Zero-Party Data (ZPD)
First-Party Data (FPD)
Second-Party Data (SPD)
Third-Party Data (TPD)
Cost
Low
Depends on your data collection tools
Depends on your data-sharing agreement with partners
Consent
Explicit consent
Implied consent through your interactions
Depends on the agreement with your partners
No direct consent (may raise privacy concerns)
Source
Customers through surveys, preference settings, etc.
Actual interactions between the brand & customers (website analytics, social media platforms, CRM, etc.)
Trusted affiliates or partners & loyalty programs
Search engines, mobile app data providers, eCommerce platforms, etc.
Accuracy
High
High, but may depend on the correctness of your tracking tools & data collection methods
Depends on the data’s relevance & quality shared by your partners
Depends on the credibility of your data provider (including their sources)
Best For
Hyper-personalization
Behavior-based segmentation
Expand customer insights through partnerships
Broad audience research & trend analysis
Integration with your tools
Customer engagement tools
CRM systems & web analytics
Partner platforms
Audience targeting, broad analytics, & programmatic advertising tools
6 General Best Practices When Collecting Zero-Party Data
Consider each point and strategize on how they can fit into your current email marketing strategy.
1. Be Transparent & Specific
Consumers feel confident about sharing their personal information with your business. Make sure to clearly inform them of why you are collecting them and how you plan to use them. Academy Xi informs their customers through their terms and conditions, under privacy policy.
Zero-Party Data: Academy Xi Terms and Conditions
The brand stands out for clearly outlining all aspects of data collection and usage in its terms and conditions. This approach centralizes their transparency efforts and uses a simple, standard format to make the information easy for consumers to access, read, and understand.
Use plain language and a conversational tone
Include summaries at the beginning of sections
Each section comes with clear, concise headings
Provide examples to show consumers how their data will be used in real-world situations
Add their legal accountability to reassure consumers that you are serious about protecting their data
Leave their contact information (if the consumers have any issue or concern about how Academy Xi manages or uses their personal or sensitive information)
