Gather and leverage zero-party information to personalize advertising and marketing and drive progress – TechCrunch
Have zero party data very quickly to the biggest buzzword in marketing and digital advertising. In contrast to third-party data, which is collected by aggregators and advertising platforms through third-party cookies and unsavory tracking techniques, zero-party data is collected voluntarily and directly from customers.
Think about the things you would tell a store employee who will help you find the right gifts for your family – size, style, skin problems, gender, budget, taste profile, eating habits, what type of pet they have, etc. These are Zero party data.
Zero-party data marketing started when ad tracking verification grew, but became a necessity with iOS 14.5. With the vast majority of users rejecting data tracking on iOS, marketers will need new data sources to run their campaigns and replace the data they are currently borrowing from tracking cookies – which will also go away in 2023.
This is especially true as more and more consumers are demanding personalized experiences from the places they shop. When done correctly, zero party data marketing allows you to treat each customer as an individual, personalize their experience with your brand, and build real relationships.
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While many articles have discussed the importance of zero-party data, few have dealt with how this valuable data can be collected and properly used for better conversions, loyalty, and customer satisfaction. That’s why I decided to write this piece. Think of it as a little guide on how to start your journey as a zero-party data marketer.
Let’s start with some of the most important zero-party data collection tools.
Quizzes and recommendations are the backbone of zero-party data
When you hear “quizzes” you might be tempted to think of BuzzFeed-style personality assessments, but in reality they are the basic way to find out what products to buy and what package to get.
Think about walking into a cosmetics store. They know that there are a number of skin care products that you need, but they don’t know which routine to follow or all of the possible options for each part of the routine. A store representative does, however, and they will usually help you find the right skin care routine and products based on a series of questions they ask about your skin condition, concerns, allergies, and more.