May 5, 2023
In our previous blog, we explored how third-party data is disappearing, most notably with Google Chrome announcing its intentions to deprecate third-party cookies in 2024. Other web browsers have already taken similar measures with more likely to follow. As we draw closer to a cookieless future, a different type of data has garnered attention. It’s called zero-party data. Forrester Research popularized the term in 2020, defining it as data that a customer intentionally and proactively shares with a brand.
As privacy -consciousness grows, consumers have established preferences for zero-party and first-party data. First-party data is a step in the right direction because consumers’ data is only being collected by the websites they visit but similarly to third-party tracking, consumers don’t always realize the data that they are sharing is being tracked. The differences between zero-party and third-party data are much clearer. Zero-party data is obtained because a consumer opts-in and decides exactly what information they want to share.
Believe it or not, people want to share their information with you. 91 percent of consumers are more likely to shop with brands who recognize, remember, and provide relevant offers and recommendations. Zero-party data makes personalization easy and compliant. It can help you identify customer needs, create targeted ads, and tailor your website to make product recommendations. You could even use the information to create personalized emails, which are 26 percent more likely to get opened. Zero-party data can also help your CRM. Companies that collect zero-party data build trust with their customers by demonstrating that they care about data privacy and consent. This can lead to stronger customer relationships and greater loyalty over time. If your company hasn’t been leveraging zero-party data, it should start as soon as possible. The benefits are amazing for both brands and consumers.
Zero-party data is often collected through boring quizzes and irrelevant surveys. Why not make it fun for your audience? Our white-label browser extension and mobile app solution beats traditional methods by giving users an incentive to share more data through a rewards system and exclusive giveaways. Book a meeting with Melissa to learn how Surf’s white-label offerings can help your brand prepare for a cookieless world.