Post by nurnobisorker14 on Oct 31, 2024 12:12:29 GMT 8
Zero-party data, first-party data, second-party data, and third-party data: Marketers and strategists are increasingly faced with a myriad of user data and information, and while the ultimate goal remains the ability to create a truly personalized customer experience , increasingly stringent privacy regulations and Google’s announcement that it will phase out third-party cookies by 2025 represent an ongoing challenge that cannot be avoided.
Data collected directly from its own audience and in its own properties, called first-party data , thus becomes a goldmine, but often the information “observed” and inferred from browsing and purchasing behavior is not enough to know its own users in depth; to do so, it is also necessary to use the data that they choose to share intentionally or proactively.
Forrester Research researchers bulk email campaigns were the first to classify this particular type of data as “ Zero-Party Data ,” distinguishing it from the ocean of “First Party Data.”
Zero-Party Data: What is it and what are the benefits of using it?
The term “Zero-Party Data” is used to define all data and information collected within a brand’s properties, but voluntarily disclosed by users.
It is precisely this last point that is most relevant: it is not information deduced, as expected, from purchasing or browsing behavior, but rather information that users provide directly and consciously by responding to surveys, forms or participating in competitions.
In the era of customer experience personalization, users are ready and willing to share data and information in exchange for personalized and valuable customer experiences, as long as these are managed transparently and securely.
This is the only way for businesses and brands to create strong and lasting relationships with their users and customers .
User profiling and zero-party data | Blendee
At the root of all this is a real exchange of value, the element that governs every relationship, a "do ut des": the user gives up data and information in exchange for something of value, which, let's not forget, must always be perceived as such.
But what are the benefits of using zero-party data in your strategy?
Let’s analyze them in detail:
Zero-party data is accurate and qualitatively more valuable than any other type of data collected about users;
are shared directly by stakeholders and can therefore provide interesting details on how they want to be solicited and engaged by the brand;
are often already available to brands and often only need to be improved;
they are certainly GDPR compliant since they are collected from secure sources and in a secure manner.
A marketing strategy involving the use of zero-party data , combined with other marketing strategies, offers brands and businesses the opportunity to create strong relationships with their audience , with a view to building loyalty.
Zero-Party Data and Personalization: How to Collect Data and Create Your Own Strategy
Engagement and creativity are certainly key aspects of an effective user data collection strategy: the more engaged users feel, the more likely they are to talk about themselves .
Whether it’s inviting users to complete their profile on e-commerce channels or loyalty cards at points of sale, there are many tools that can be deployed:
profiling forms;
investigations;
prize competition;
loyalty cards;
post-purchase surveys;
website content customization and premium content for registered users.
Let's not forget that the activities and methods chosen for data collection must be an integral part of the marketing strategy . It is important that the information collected is based on the objectives that we want to achieve in order to personalize the user's customer experience and therefore contribute to the definition of a complete profile.
benefits of zero-party data | blendee
Personalization and Zero-Party Data: Harness the Power of Blendee
Among the basic engines that Blendee offers for audience profiling , there is " Form & Survey ". It allows to personalize the collection of data and information based on the browsing context and, therefore, to request the right information at the right time , making the user more "predisposed" to disclose them.
Customizable based on user segment and contextualized to collect relevant information in the browsing context, Blendee forms are quick and easy to configure thanks to an intuitive and user-friendly editor.
From a simple newsletter subscription form , often with just one field, to more complex step forms and even surveys: with Blendee's engine, it is also possible to deploy progressive profiling activities that allow data and information to be collected repeatedly during the different phases of the customer journey .
lead generation and marketing gamification strategies with blendee
We anticipated how, in a strategy that focuses on zero-party data collection, the aspect of creativity and engagement plays a fundamental role.
Blendee allows to integrate gamification activities into marketing strategies thanks to APPs, based on the engine illustrated above, which integrate game mechanics and game design elements.
Let's say we want to collect more data and information about a user, we might consider engaging them in a prize contest or some kind of wheel of fortune that invites them to provide data and information in exchange for prizes and possible discount codes to be won.
Gamification activities represent an interesting aspect to exploit for data collection , since they not only engage the user, but also stimulate him to perform actions by acting on motivational levers that escape rational control and therefore contribute to strengthening the relationship between the brand and the consumer.
Data collected directly from its own audience and in its own properties, called first-party data , thus becomes a goldmine, but often the information “observed” and inferred from browsing and purchasing behavior is not enough to know its own users in depth; to do so, it is also necessary to use the data that they choose to share intentionally or proactively.
Forrester Research researchers bulk email campaigns were the first to classify this particular type of data as “ Zero-Party Data ,” distinguishing it from the ocean of “First Party Data.”
Zero-Party Data: What is it and what are the benefits of using it?
The term “Zero-Party Data” is used to define all data and information collected within a brand’s properties, but voluntarily disclosed by users.
It is precisely this last point that is most relevant: it is not information deduced, as expected, from purchasing or browsing behavior, but rather information that users provide directly and consciously by responding to surveys, forms or participating in competitions.
In the era of customer experience personalization, users are ready and willing to share data and information in exchange for personalized and valuable customer experiences, as long as these are managed transparently and securely.
This is the only way for businesses and brands to create strong and lasting relationships with their users and customers .
User profiling and zero-party data | Blendee
At the root of all this is a real exchange of value, the element that governs every relationship, a "do ut des": the user gives up data and information in exchange for something of value, which, let's not forget, must always be perceived as such.
But what are the benefits of using zero-party data in your strategy?
Let’s analyze them in detail:
Zero-party data is accurate and qualitatively more valuable than any other type of data collected about users;
are shared directly by stakeholders and can therefore provide interesting details on how they want to be solicited and engaged by the brand;
are often already available to brands and often only need to be improved;
they are certainly GDPR compliant since they are collected from secure sources and in a secure manner.
A marketing strategy involving the use of zero-party data , combined with other marketing strategies, offers brands and businesses the opportunity to create strong relationships with their audience , with a view to building loyalty.
Zero-Party Data and Personalization: How to Collect Data and Create Your Own Strategy
Engagement and creativity are certainly key aspects of an effective user data collection strategy: the more engaged users feel, the more likely they are to talk about themselves .
Whether it’s inviting users to complete their profile on e-commerce channels or loyalty cards at points of sale, there are many tools that can be deployed:
profiling forms;
investigations;
prize competition;
loyalty cards;
post-purchase surveys;
website content customization and premium content for registered users.
Let's not forget that the activities and methods chosen for data collection must be an integral part of the marketing strategy . It is important that the information collected is based on the objectives that we want to achieve in order to personalize the user's customer experience and therefore contribute to the definition of a complete profile.
benefits of zero-party data | blendee
Personalization and Zero-Party Data: Harness the Power of Blendee
Among the basic engines that Blendee offers for audience profiling , there is " Form & Survey ". It allows to personalize the collection of data and information based on the browsing context and, therefore, to request the right information at the right time , making the user more "predisposed" to disclose them.
Customizable based on user segment and contextualized to collect relevant information in the browsing context, Blendee forms are quick and easy to configure thanks to an intuitive and user-friendly editor.
From a simple newsletter subscription form , often with just one field, to more complex step forms and even surveys: with Blendee's engine, it is also possible to deploy progressive profiling activities that allow data and information to be collected repeatedly during the different phases of the customer journey .
lead generation and marketing gamification strategies with blendee
We anticipated how, in a strategy that focuses on zero-party data collection, the aspect of creativity and engagement plays a fundamental role.
Blendee allows to integrate gamification activities into marketing strategies thanks to APPs, based on the engine illustrated above, which integrate game mechanics and game design elements.
Let's say we want to collect more data and information about a user, we might consider engaging them in a prize contest or some kind of wheel of fortune that invites them to provide data and information in exchange for prizes and possible discount codes to be won.
Gamification activities represent an interesting aspect to exploit for data collection , since they not only engage the user, but also stimulate him to perform actions by acting on motivational levers that escape rational control and therefore contribute to strengthening the relationship between the brand and the consumer.