Zero-Party Data: What It Is and Why Marketers Should Care

Global privacy rules, death of a third party cookie, ad blocking – marketers have entered a new era of data protection.

The future of marketing will be very different from what the industry has become accustomed to in the past decade.

Yes, the industry is forcing you to stop using third-party data, but there is something better: data coming directly from your customers.

These data are not only of high quality but also more abundant and avoid guesswork to identify your target audience. It comes from trust, not from third-party cookies.

This is called zero piece data.

Zero, first, second and third data: what’s the difference?

Data organizations collect four types of data for use in marketing activities. While everyone has one thing in common – collecting and presenting people’s personal information for targeted campaigns – the way the data is collected differs.

The zero slice data is generally considered to be a subset of the zero particle data. It is provided directly by consumers, usually based on communication preferences. Other data, although also directly from consumers, is collected to support a transaction or as a support or service requirement.

Third-party data generally refers to third-party data, such as data acquired from another organization or data shared by a partnership.

Third-party data is collected from various sources: behavior, advertising, browsing, etc. This data is collected mainly by tracking third-party cookies, a topic that causes controversy among industry professionals.

An opportunity to build trust

Many marketers, advertisers, and publishers are caught between using old data collection methods and trying to figure out what to do from here. There is a lot of uncertainty. But if anything is true when it comes to marketing, it is an industry full of resilience and creativity.

Here are three ways in which you and your customers can benefit from the third party data collection:

  1. Trust transparency. The main benefit of third-party data is that it comes straight from the source – your customers. And if you think they’re reluctant to give up, here’s the good news: 79% of consumers are willing to share their data if there is a clear benefit to them. If you’re transparent about why you’re collecting data, your audience will likely feel comfortable providing it.
  2. Better data – and more. You are no longer buying data from third parties that may or may not have kept the data clean. Sudden rejection, unsatisfactory segmentation, and money were thrown in the trash are third-party data risks to be avoided. And because your customers request them directly, you can request more data than you purchased. Do you want the customer’s favorite size or color? Just ask.
  3. More effective campaigns. In addition to the previous point, data collection by third parties can allow you to increase personalized campaigns at all stages of the customer journey. Information such as preferences and purchasing intentions will improve your personalization strategy and help you get a more accurate picture of exactly who your customer is.

The benefits of third-party data are obvious: by capturing the intentions, interests, motivations, and preferences of the public on a large scale, you can create a truly personalized experience for each customer. And to be transparent about your intentions with the data, tell customers that you are a company they can trust.