What is zero-party data and how is it changing the game for brands?

What is zero-party data?

Zero-party data refers to information that customers voluntarily and proactively share with a company, often in exchange for perceived value (discounts, personalized content, better experience). Unlike first-party data, which is collected indirectly through interactions, zero-party data is explicitly communicated by the customer themselves, for example through quizzes, account preferences, or surveys.

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In marketing and e-commerce, this data is particularly valuable because it directly reflects customers' intentions and expectations. It allows brands to refine product recommendations, personalize campaigns, and improve the customer experience. For example, a customer who indicates their preferred sizes or colors allows a brand to offer them tailored products on their next visit.