Expert Writer
June 5, 2025
Zero-party data is one of the cornerstones of privacy-first marketing. Due to aggressive data privacy regulations like GDPR, companies can only access data that consumers provide very overtly. As a result, brands must gather personal data more transparently. This post will discuss why zero-party data is essential and how to create pro-personalized and hyper-meaningful experiences.
In simple terms, zero-party data is personal data about a consumer that the consumer has consciously shared with the company. This data is always shared deliberately, meaning the consumer knowingly went out of their way to provide it to you, instead of your business acquiring it through observation, inference, or other indirect insights.
Zero-party data typically includes details like interests, preferences, purchase intentions, or any additional information that a person is happy to disclose for a more personalized messaging experience.
Zero-party data functions based on an intentional exchange of value orchestrated by a brand between itself and a customer. Zero-party data is when customers voluntarily share information because they feel the brand is giving them something valuable in return. This may include customized product recommendations, access to exclusive promotions, or improved client communication made possible by more relevant marketing.
The gains from zero-party data collection extend to the organizations collecting the data alongside the consumers offering this information. The advantages illustrate the growing importance of a data collection and utilization strategy. They include:
Given that zero-party data is provided directly by the consumer, there is no room for guesswork. This results in more accurately personalized messaging and product offerings. The data is reliable based on the customer’s stated needs and wants.
Enhanced Trust
One key advantage of the zero-party dataset is the trust it builds. Consumer understanding that their information is only gathered to offer better-suited offers or content can only be achieved if the data use process is transparent. This ensures that privacy concerns are kept to a minimum and that the consumer-producer relationship is strengthened.
Businesses can create highly personalized customer experiences using zero-party data. This tailored personalization ranges from websites with dynamic content to customized mobile marketing, making personalization considerably more precise.
Modern data protection laws, such as the GDPR, necessitate explicit customer consent before a brand can collect or process personally identifiable information. Companies that collect zero-party data comply with these standards and appear trustworthy data stewards. A privacy-first approach minimizes the chances of running into complications with the law.
By leveraging zero-party data insights, brands can craft more meaningful, long-term interactions with their audience. The ability to reference a customer’s stated preferences demonstrates genuine attention to individual needs. This level of tailored communication fuels loyalty and ongoing customer engagement.
Zero-party data strongly differs from other forms of customer data used by marketing in several aspects – how it is collected, how accurately it reflects customer preferences, and its privacy implications. This is how zero-party data compares to first-party, second-party, and third-party data.
Zero-Party Data vs First-Party Data
First-party data is collected via customer interaction on channels owned by the company, such as website analytics data, transactional data, or loyalty card usage. While being directly obtained, first-party data can require significant interpretation and inference to understand customer preferences.
Zero-party data, in contrast, is explicitly shared by customers and states their preferences objectively, meaning correctly interpreting it is far simpler. Similarly, in most practical cases, the two data types are opt-in; only zero-party data explicitly entails sharing user interest.
Second-party data is, in essence, first-party data obtained from another business partner. A travel website sharing or selling user information to a hotel chain for mutual marketing is an example of second-party data.
Zero–party data does not involve intermediaries—it is directly connected to the consumer, who expresses interest in the brand they interact with. As a result, zero-party data is obtained with complete certainty of its meaning and confidence in the insight obtained. Zero-party data is strongly compliant with the GDPR.
Third-party data is collected from external sources without any apparent intermediaries with a brand using it. Most often, third-party data is transferred via cookies or bought from data brokers and is wide-reaching. On the one hand, this cannot pinpoint optimal target audiences as effectively. On the other hand, since the user could be unaware that they are sharing the data, third-party data poses a privacy issue.
Zero-party data entirely circumvents this issue. Since the user knows it shares stated interest, the brand using it does not track information without permission. Such a brand can, therefore, develop a relationship with customers based on maximum trust and a data privacy stance.
Commonly, organizations gather zero-party data to apply to their marketing and products. The following are examples of how companies acquire volunteered customer preferences to create a better customer experience:
Preference centers are a platform where consumers can update their communication preferences, including how frequently they should be contacted and which topics they are interested in. Brands collect zero-party data on communication channels and content preferences by allowing customers to choose. This guarantees that consumers receive the right message at the appropriate moment.
Many e-commerce organizations use quizzes to guide product recommendations according to the user’s needs. For instance, a skincare business may offer a brief online quiz to identify the user’s skin type, concerns, and objectives. Voluntary user input enables the brand to give product recommendations based on the results and produce related content.
Loyalty program sign-up forms often prompt customers to share interests, shopping habits, and other customer data. Because participants know they will receive points, rewards, or special discounts, they are more willing to provide zero-party data about what motivates them to purchase.
The steps below outline how brands can effectively collect zero-party data and combine it with some form of value exchange.
Embed quick, interactive surveys or polls in emails, your website, or app that invite customers to share zero-party data. Let them know these insights will be used to develop more personalized messaging. Then, incentivize their action with a small reward like a discount code or entry into a giveaway.
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Interactive tools like quizzes, style pickers, or product finders make it easy — and even fun — for customers to share their preferences. Imagine a travel site asking about your dream destination, budget, and favorite activities. It feels personal, not pushy, and gives the business valuable insights to craft vacation offers you'll want.
Offer customers rewards for joining a loyalty program that collects additional zero-party data. These details may include birthdates, product categories, or favorite brands. Incentivize their effort with points that they can redeem for future purchases.
Create an account or newsletter subscription form to ask consumers for information beyond their name and email. This can include the most appealing content, products they want to purchase, and more. By explaining how you will use this information to develop better customer engagement, you can gather plenty of valuable zero-party data to enhance your brand’s interactions.
The effective use of zero-party data requires careful planning, transparency, and a long-term commitment to data privacy. Here’s what you must remember to make your strategy work.
Ensure it’s clear when and why you’re asking for zero-party data. Use a conspicuous opt-in process and inform consumers how you use their information.
Always provide a reason for customers to share their personal information. This can be exclusive articles, discounts, early access to products, or loyalty points. The greater the value, the more likely your customers are to get involved. This approach underscores the No. 1 rule of zero-party data — that is, it’s a consensual relationship based on mutual benefits.
Make sure the zero-party data you’ve harvested isn’t left in silos. Instead, integrate it into your mobile marketing platforms, CRMs, and analytics tools. This will give you a holistic view of your customers’ behavior and preferences, allowing you to target consumers across all channels.
Adopt privacy-first policies, including keeping sensitive customer information encrypted or anonymized. If consumers feel comfortable sharing their data with you, they expect you to treat it appropriately. Breaching that trust could have profound connotations for compliance or even lost profit.
Build trust with your users over time—it is not a one-time thing. Track how you use zero-party data, and be prepared to follow regulations and best practices as they evolve. If someone changes their preferences in your preference center or revokes permission, be ready to respond accordingly.
Zero-party data closes the gap between GDPR compliance and impactful customer engagement, providing brands with a powerful tool to develop relevant and personalized interactions. In addition to helping ensure compliance with regulations such as GDPR, zero-party data paves the way for more genuine, richer brand-to-consumer connections, driving loyalty over the long term in a privacy-centric world.
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