In the fast-changing world of digital marketing, customer trust and privacy have become more important than ever. With data privacy regulations tightening and users becoming more aware of how their data is used, marketers are shifting toward ethical and transparent data practices. One such approach is using zero-party data—information that customers willingly and directly share with a brand.
This article explores what zero-party data is, why it matters in today’s marketing world, how brands can collect and use it effectively, and examples of companies already succeeding with this approach.
What Is Zero-Party Data?
Zero-party data is information that a customer intentionally shares with a brand. This includes preferences, personal interests, feedback, and intent to purchase. Unlike first-party data (collected through user actions) or third-party data (collected from outside sources), zero-party data is voluntarily provided by the customer themselves (Forrester, 2020).
For example, when a customer fills out a quiz to find their ideal skincare product or selects preferred communication channels in a brand’s email settings, that’s zero-party data in action.
Why Is Zero-Party Data Important in 2025 and Beyond?
1. Builds Trust and Transparency
Consumers are more likely to engage with brands they trust. When users know exactly what data they are giving and why, it creates a two-way relationship based on consent (Salesforce, n.d.).
2. Enables Accurate Personalisation
Because customers provide this data knowingly, zero-party data is usually more accurate and relevant. Brands can use it to offer precise recommendations, send targeted offers, or develop products that meet real customer needs (Braze, 2023).
3. Helps with Data Privacy Compliance
With the rise of GDPR (EU), CCPA (California), and PDPA (Southeast Asia), zero-party data provides a privacy-safe way to personalize content while staying compliant (Usercentrics, 2024).
4. Reduces Reliance on Cookies
As third-party cookies are phased out by browsers like Chrome, zero-party data becomes a reliable alternative for understanding customer intent and behavior (Qualtrics, 2024).How Brands Can Collect Zero-Party Data
Brands need to design engaging and respectful ways to collect this kind of data. Here are the most effective methods:
1. Interactive Quizzes and Product Finders
Ask questions like:
- “What’s your skin type?”
- “What’s your fitness goal?”
Brands like Sephora and Nike use quizzes to personalize experiences while collecting valuable customer information (Vogue Business, 2021).
2. Preference Centers
Allow users to manage:
- Email frequency
- Product interests
- Topics they care about
This helps you stay relevant and avoid spam complaints.
3. Loyalty Programs
Brands can reward users for sharing preferences and feedback. Starbucks and Amazon use this approach to build deeper customer profiles.
4. Feedback Forms and Surveys
Simple satisfaction surveys and product feedback forms offer rich insights when framed correctly. Ensure customers know how their responses will be used.
5. Interactive Tools and Calculators
Examples:
- Mortgage calculators (banks)
- Budget planners (finance apps)
- Skin diagnostic tools (beauty brands)
These tools collect data while adding value for users.
How to Use Zero-Party Data in Marketing
1. Personalize Email Marketing
With customer-stated preferences, you can create hyper-personalised email campaigns. For example:
- Send dog food offers to pet owners
- Promote plus-size fashion only to those who opted in
2. Improve Retargeting
Instead of following customers with generic ads, use their input to show tailored retargeting ads that truly match their needs.
3. Product Development
Feedback from zero-party data can influence product features, packaging design, and even brand messaging.
4. Build Lookalike Audiences
You can use the collected data to build lookalike audiences in platforms like Meta Ads and Google Ads, enhancing your ad targeting while reducing waste.Examples of Brands Succeeding with Zero-Party Data
1. La Roche-Posay (Skincare)
Their “Routine Finder” quiz allows users to share their skin concerns. Based on responses, they offer personalized product recommendations. This approach led to a 134% increase in average order value (Vogue Business, 2021).
2. Fetch (Retail Rewards App)
Fetch collects zero-party data by asking users to scan receipts and select brand preferences. In return, users earn rewards points. This increases engagement and builds richer customer profiles (Axios, 2024).
3. Netflix (Entertainment)
Netflix asks users to rate shows and select genres they enjoy. This information helps Netflix recommend relevant content, which enhances viewer satisfaction and retention.
Tips for Using Zero-Party Data Ethically
- Be Transparent: Tell users what data you collect and why.
- Offer Value in Return: Give users something helpful (like content, discounts, or better service).
- Don’t Ask Too Much Too Soon: Build trust first. Keep forms short and fun.
- Secure the Data: Use encryption and secure storage to protect user data.
- Keep It Up to Date: Regularly check and refresh customer data with updated surveys or preference prompts.
Challenges with Zero-Party Data
| Challenge | Solution |
| Low Response Rate | Make quizzes and surveys short and rewarding |
| Trust Issues | Be transparent and respect consent |
| Data Integration Across Tools | Use CRM platforms like HubSpot, Salesforce, or Klaviyo |
| Keeping Data Updated | Use automated preference update prompts |
The Future of Digital Marketing with Zero-Party Data
As third-party cookies fade, zero-party data will become the backbone of customer engagement. It empowers ethical marketing, improves personalization, and helps build long-term relationships.
In 2025 and beyond, the brands that win will be those that put trust, privacy, and relevance at the center of their strategy.
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References
- Braze. (2023). What is zero-party data and how does it work? Retrieved from https://www.braze.com/resources/articles/what-is-zero-party-data
- Forrester. (2020). Predictions 2020: Zero-Party Data is a Strategic Marketing Weapon. Retrieved from https://go.forrester.com/blogs/predictions-2020-zero-party-data/
- Qualtrics. (2024). What is Zero-party Data? Retrieved from https://www.qualtrics.com/experience-management/research/zero-party-data/
- Salesforce. (n.d.). Zero-Party Data: What It Is and Why It Matters. Retrieved from https://www.salesforce.com/marketing/personalization/zero-party-data/
- Usercentrics. (2024). Understanding Zero-Party, First-Party, and Third-Party Data. Retrieved from https://usercentrics.com/knowledge-hub/zero-first-and-third-party-data/
- Vogue Business. (2021, July 20). Beauty’s Hottest Trend is All About the Customer. Retrieved from https://www.voguebusiness.com/beauty/beautys-hottest-trend-is-all-about-the-customer
- Axios. (2024, August). How Rewards Turn Advertising into a Win-Win for Brands and Consumers. Retrieved from https://www.axios.com/sponsored/how-rewards-turn-advertising-into-a-win-win-for-brands-and-consumers
