A Primer on Zero-Party Data

It is possible for marketers to gather the behavioral and psychographic data required to deliver truly personalized marketing across the entire customer lifecycle. This is zero-party data and it is the future of relationship marketing.

With third-party tracking cookies on the way out and consumers ever more cognizant of the value of their personal and preference data, it has never been more important for marketers to build honest, one-to-one relationships with consumers. Rather than inferring future purchases from past behavior, forward-thinking marketers are simply asking. And by leveraging the right value exchange, customers are proactively sharing their preferences, wants and desires.

Check out this article to give your organization a competitive advantage in the zero-party economy, taking it from a buzzword to a core tenet of your customer engagement strategy.