Zero party data

Data helps organizations make informed decisions and target messages to the right audiences.

Nowadays the relevance of your marketing strategy will depend on how hard you try to understand the needs of your customers.

Organizations primarily collect four types of data: zero-party, first-party, second-party and third-party data. Different entities use each type in the organization for different purposes.

Zero-party data is data that your consumers or users willingly share with you. It’s information a customer wants a company to know.

It is directly collected from your customers and not by using any tracking pixels, cookies or cross-device identification.

How to collect zero party data?

  • When users register your mailing list. New customers are often happy to provide this information because they know they’ll get more relevant information from
  • On your site. Collected during any interaction with customers, including while they’re on your site. From category pages: “See more like this.”
  • Social media. Polls, surveys, and engaging posts can all offer the opportunity for customers to share their preferences and intentions.
  • Customer service. An interaction with customer service is a direct link to the customer, and provides a valuable opportunity to collect first party data. 
  • Email. Most brands ask for feedback from a customer after they’ve had some interaction with them. This feedback can be considered zero party data. 
  • In-store. In-store and online experiences are starting to blend together, and most retailers want to find a way to connect the physical shopping experience with the virtual one. It’s not uncommon to see tablets in stores, letting customers register an account, browse through a shop’s catalog, or even set up an appointment. It can include preference center data, purchase intentions, personal context and how the individual wants the brand to recognize it.

How to Use Zero-Party Data?

  • Enhance Your Ad Campaigns. With this data you can distinguish a prospect from a customer. Use the information and run highly targeted ad campaigns.
  • Improve Personalization Opportunities. zero-party data provides information handed over by customers themselves so you are dealing with first-hand information.
  • Build Long-Term Relationships. This type of data provides accurate data insights.
  • When addressing “lookalike” profiles (through bulk customer data uploads) and running hyper-targeted campaigns.
  • Empower your salespeople to build stronger relationships with prospects and marketers can use it to improve marketing activities.


Be clear, transparent, and easy to understand from the very beginning.

Be transparent when collecting the data, utilizing zero party data and allow your customers to change their data.

Maintaining this transparency helps ensure you’re using zero party data in a customer-centric way.

And remember that when your customers and prospects give and entrust you with their data, you need to provide value right away in return. Don’t let the data fall into the void, listen and respond.

For more information, we recommend you have a look at Forrester Research.