Zero-Party Data

Zero-party data is information that a customer intentionally and proactively shares with a brand such as preferences, interests, context, and desired communication frequency. The term (popularized by Forrester) contrasts with inferred or observed data because it’s declared directly by the customer. Examples include preference-center selections, on-site quizzes, style/size finders, and survey answers. 

Why It Matters

  • High signal, high trust: Because customers volunteer it, the data is usually accurate, relevant, and consent-based, making it ideal for personalization. 

  • Privacy-first advantage: As third-party cookies fade and regulations tighten, zero-party data supports transparent, compliant data use. 

  • Better experiences: Preference-driven content and offers lift engagement and conversion when executed well. 

Examples

  • Preference center: Customers indicate topics, frequency, and channels for communications. 

  • Fit/needs quizzes & product finders: Shoppers state goals or constraints (e.g., skincare routine finder), then get tailored picks. 

  • Onboarding surveys in apps/SaaS: Users declare role, use case, and success goals to personalize setup.

  • Give-to-get campaigns: Polls, microsurveys, or guided selling tools that trade value (guides, discounts) for declared info. 

Best Practices

  1. Ask with purpose. Only collect data you will actually use; state the value exchange (“Tell us your interests to get curated picks”). 

  2. Obtain valid consent. Offer real choice (no forced consent), easy opt-outs, and respect preference changes. 

  3. Make it easy & lightweight. Use short, contextual questions (quizzes, sliders, toggles) embedded in journeys. 

  4. Store with governance. Centralize in your CDP/CRM with consent flags; keep it accurate and up to date. 

  5. Activate across channels. Use declared preferences to power personalized content, product rankings, and suppression (e.g., hide “new customer” offers from existing buyers). 

  6. Measure impact. Track lift in CTR, conversion rate, AOV/RPV, and unsubscribe rates on personalized vs. non-personalized experiences. 

Related Terms

  • First-Party Data 

  • Second- / Third-Party Data 

  • Preference Center / Consent Management 

  • Customer Data Platform (CDP)

FAQs

Q1. Zero-party vs. first-party data, what’s the difference?
Zero-party is declared by the customer (e.g., “I prefer weekly emails about running shoes”). First-party is observed from interactions (pages viewed, purchases). Use both together for stronger relevance. 

Q2. Is zero-party data always consented?
It should be. Ensure clear consent, the ability to withdraw, and easy opt-out for direct marketing. 

Q3. How do we collect it without hurting UX?
Ask few, contextual questions at natural moments (welcome flows, quiz widgets, post-purchase surveys). Show the benefit of sharing (better picks, fewer irrelevant emails). 

Q4. Where should we store and use zero-party data?
In your CDP/CRM with consent metadata; activate in email, onsite personalization, ads audiences, and product recommendations. 

Q5. Does zero-party data replace cookies?
It complements first-party measurement in a privacy-first world. Declared preferences help personalize, while modeled/aggregated data handles attribution and reach.

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