Zero party data definition.What is zero-party data? And how is it going to shape our digital future?
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What is Zero-Party Data? - |
Zero-Party Data Is The New Oil
Second party data is him getting targeted ads on Google. Third party data is him getting emails from jewelry stores he did not sign up for. Zero party data leaves little room for guessing, since you simply ask what the customer wants directly. So how do you implement first party data collection into your web design?
Keeping it customer centric is key. Think about how you can help potential customers without actually being there in person. Why are they on your website? What do they struggle with? If your website was a physical store and you saw somebody walk in, what questions would you ask them to guide their shopping experience?
Personality tests, product configurators and shoppable quizzes are gaining popularity because they provide value to new website visitors and social media followers.
And they collect first party data. Tests, quizzes and interactive content in general is a simple, yet powerful way to collect first party data. Converting your social media followers into sales is a conscious process that begins with turning engagement into leads. A zero party data way to convert your social media audience into customers is with branded, lead generation quizzes. The first party data collected from this salary calculator is then used to personalize US-based job offers sent to each customer.
Customer service is the most honest, relevant and obvious way to collect first party data. The customer describes a specific issue and a real person suggests a specific solution. However, mist companies customer support is not as closely tied into their CRM as it should be.
This can be due to technical issues or simply the expense of connecting two software or buying an all-in-one. Automating the first part of customer support with a quick request screening before redirecting the customer to a real person. This insurance claim form automates the most common conversation insurance companies deal with.
It filters claims in 3 simple steps and then forwards the data collected to a real person for review. This needs to be done respectfully and as quickly as possible. Chances are that customers contacting support are already unhappy with something and lack of human response can make matters worse.
Email is the biggest driver of sales. What makes it so powerful? But how can we use it to collect first party data? It begins there. Helpful and relevant communication with current customers will bring you more revenue than constantly chasing after new ones. Emails are the easiest, most cost-effective way to establish such communication. Incentivize them to take quizzes with discounts. Allow them to adjust their newsletter preferences - less people will unsubscribe if you allow them to lower email frequency.
Use customer feedback as first party data to keep delighting customers and turn them into brand ambassadors. This review generation funnel does 3 things right: 1. It incentivizes filling in the feedback survey with a free gift 2. A zero party data review generation funnel can be used to get 5 star reviews on autopilot. The survey can segment happy customers and send them to a public review platform and unhappy customers can just leave their feedback in the survey for your eyes only.
There are right and wrong ways to collect any data and zero party data is no exception. When collecting and using first party data from any source, you need to stay transparent, clear and easy to understand.
Honest data collection is slowly becoming the new standard. Customers need to be aware that their data is being collected in the first place. You should also tell them why. It also helps establish an honest and trusting relationship between a customer and the brand. Using the data also needs to remain transparent. What Is Zero Party Data? Everything you need to know about collecting zero party data 29 April by Monika Ben. Zero party data definition Pros: transparent, honest, no tracking cookies Cons: people not understanding your questions or not answering accurately Zero party data is declared by the customer.
Why collect zero party data? First party data definition Pros: unique to your brand, free Cons: too little data First party data is data observed from your digital footprint. Why collect first party data? First party data is your audience interacting with your content. Why collect second party data?
Third party data definition Pros: the most complete, full scale dataset Cons: expensive, possible security and compliance issues Third party data is data compiled from a variety of sources, packaged and sold by a data management platform like Salesforce or Mapp. Why collect third party data? You can just talk to customers who purchased from you and ask them why. What's Your Fashion Personality.
What Personality Type Are You. Test Your History Know How. Love Test. IQ Test. What's Your Travel Type. See all quiz templates. How to collect zero party data through customer service Customer service is the most honest, relevant and obvious way to collect first party data.
In the case of Decathlon , they used a dynamic gift guide to help their audience to find the perfect end of year gift. Zero-party data has 4 major benefits:. Having a well-harnessed zero-party data strategy in place will help brands to engage in a more meaningful way with their audience. Zero-party data allows the consumer to volunteer their intentions or preferences; Forrester gives the example of a brand of strollers asking their customers for their due date, to estimate when they would be making their purchase.
Zero-party data can also allow brands to personalise their content for their users, without being creepy and in-your-face. Customers who are willing to partake in a personalised experience will have the opportunity to share their data, with the value exchange with the brand being transparent and valued by both parties. Whereas consumers who would rather not share any data, will no longer be plagued by sometimes misplaced targeted content.
Customers sharing their zero-party data with a brand will also enable them to gauge their trustworthiness amongst their audience. The more consumers are willing to share and exchange with a company, the more they trust them to keep their data secure. Companies who are looking to invest in a zero-party data strategy for their digital marketing will need to figure out a few key points before getting started.
It is important to not overwhelm users with questions from the moment they register. The need to have a well-thought out and executed zero-party data collection strateg y in place will have a varying impact on different sectors, with registration being one of the most common ways in which to collect zero-party data. Others include email or website preference centers, interactive formats such as quizzes and games , loyalty cards in-store, and social media polls.
In a retail environment, having good quality data is essential as consumers will typically be willing to share their information with a company, with the expectation that doing so will reward them with a better shopping experience. In the baby and new parents sector for example, companies can ask their customers to share more information about their child, allowing them to then share content that is tailored to that family.
Purina , for example, asks their customers what breed of dog they have and how old they are, so that they can send them the appropriate coupons and newsletters. It is widely recognised amongst publishers and news outlets for example, that we are entering the decade of data , where looking at the needs of the user rather than those of the publishers, will be crucial.
For radio brands, for example NGroup , having as many logged-in users as possible will be key, as they will need to transform anonymous visitors to their websites into identified listeners , allowing them to share their listening habits and general interests. These preferences, given with consent by the listener, will then allow stations to determine what the best interactive, clickable and original content is to be published on their websites, to encourage users to register, to log in and to sign up for newsletters and other content.
Collecting zero-party data in a fully transparent and GDPR compliant way, and then being able to make the most of this data is what Qualifio does , by giving brands access to the tools they need to do so. With over 50 interactive marketing formats that range from quizzes to contests, surveys and animated games, Qualifio enables large brands and media groups to engage with their audience across all their digital channels, whilst collecting high quality zero-party data.
The platform allows brands to set up creative and innovative loyalty programs that are based on interactivity and engagement, rather than just on purchases , allowing them to reward their audience for all the interactions they have with them. In a world without third-party cookies , brands are going to have to rely on collecting first-party cookies and zero-party data from their audience.
The key to their success will lie in how effectively they can do this. The data is usually readily available but it needs to be harnessed and used correctly. Companies need to keep a few main points in mind to be successful:.
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