Zero-party data definition. The term ‘zero-party data’ was first popularized by Forrester; they published a report on its potential as an alternative source of customer data. In the report, they define zero-party data as: “Data that a customer intentionally and proactively shares with a brand.” Put simply, information that we (as. Zero-party data offers an innovative solution in the cookieless online landscape and is an excellent alternative to the currently available third-party cookies. It is information that is hard to infer or buy from a user, in other words it is information that a customer freely shares with a company. Forrester defined it in their report. Feb 18,  · DEFINITION. Zero-party data is the data that a user voluntarily and proactively shares with your brand. It gives you an idea of things like purchase intentions, personal contexts, communication preferences, and how the individual wants to be recognized by the brand.
 
 

Zero party data definition

 
Zero-party data, as Forrester defines it, is data that a customer “intentionally and proactively shares with a brand.” Contrast this with third-. Zero-party data is optional information that the consumer chooses to willingly provide to a company, to hopefully improve their user experience. In the case of.

Zero-Party Data Is The New Oil

 
 
From this, the brand learns some information about them, such as name, location, shoe size, and the product purchased. 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. They are both itegral parts of commerce data — the combination of customer and product data that fuels e-commerce personalization efforts. Because they understand the value of their personal data, consumers have become a lot less willing to share it. And why does it hold such a key importance in the future cookieless world? You consent to our use of cookies if you continue to browse our website. You may opt-out by clicking here.