Zero-party data: What is it? Why is it the key to unlocking an entirely new model for marketers? Hint: it’s not just the actual data that’s valuable; it’s also a way businesses can fulfill the promise of true personalization and building long-term customer relationships.
So, what is zero-party data?
It is NOT:
- Third-party data — data from vendors that don’t necessarily have a relationship with the customer, including third-party cookies
- Second-party data — information from partners with whom customers interact, like web content publishers or sites that sell related products
- First-party data — data that a brand collects from customers on its own site, such as browsing habits and purchase history
