Analytics
Zero-Party Data
Zero-party data is information that a customer intentionally and proactively shares with a brand, such as preferences, purchase intentions, and feedback. It is the most valuable and privacy-safe form of customer data.
Examples
A beauty brand collects zero-party data through a skincare quiz where users voluntarily share their skin type, concerns, and product preferences.
Best Practices
Create interactive experiences like quizzes and preference centers that provide value in exchange for voluntarily shared customer data.