Collect and leverage zero-party data to personalize marketing and drive growth – TechCrunch

Zero-Party data has very quickly became the biggest buzzword in digital marketing and advertising. Unlike third party data, which is collected by aggregators and advertising platforms through third party cookies and unsavory tracking techniques, third party data is collected voluntarily and directly from customers.

Think about the kinds of things you would say to a store associate to help you find the right gifts to buy for your family – size, style, skin concerns, gender, budget, taste profile, eating habits, what kind of pet they have, etc. This is zero-part data.

Zero data marketing started when the scrutiny of ad tracking intensified, but became a necessity with iOS 14.5. With the vast majority of users opting out of data tracking on iOS, marketers need new data sources to fuel their campaigns and replace the data they are currently borrowing from tracking cookies, which will also be phased out in 2023.

This is especially true as more and more consumers demand personalized experiences in the places they shop. Implemented 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, very few have looked at how to collect this valuable data and use it properly for better conversions, loyalty, and customer satisfaction. That’s why I decided to write this piece. Think of it as a mini guide on how to start your journey as a zero party data marketer.

Let’s start with some of the most important tools for zero data collection.

Quizzes and recommendations are the backbone of zero-party data

An example quiz to help customers buy a product

Image credits: Octane IA

When you hear “quiz” you might be tempted to think of a BuzzFeed style personality assessment, but in reality, it’s the fundamental way to determine what products we want to buy and which package to get.

Consider walking into a cosmetic store. You know you need a collection of skin care products, but you don’t know which routine to follow or all of the possible options for each part of the routine. A store associate does, however, and they 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.

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About Marilyn Perkins

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