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Zero Party Data is a term coined by market research firm Forrester Research, which defines it as the data that a customer intentionally and proactively shares with a brand. This information can relate to preferences, purchase intent, personal context, or how they want the brand to recognize them, This conscious and voluntary transfer is what makes the difference with respect to First Party Data. Although these are collected by the brand and also come from the source itself, in many cases the user is not aware of their transfer.


A when browsing a website or registering for a promotion from a social austria telephone number data network profile. Benefits of Zero Party Data Voluntary sharing : what is more advantageous than the consumer being willing to share data about themselves, preferences, needs or consumption habits. Quality over quantity : the data you capture will come directly from the source, your customers. Instead of mass data collection, you will obtain valuable data.


A more realistic and accurate view of what is happening in the brand's environment. Customers show real interest in the brand by providing their data. Ease of management , since the data is the property of the company itself and not of third parties. Cost-effective : This is a much more cost-effective method than, for example, third-party data. You won't have to pay for it.