Zero-party data: Personalization without data protection risks

Zero-party data differs from first- or third-party data because it comes directly from customers. They actively provide information about their interests and purchasing intentions via surveys, quizzes or preference queries. The advantage: the data is voluntary, accurate and legally compliant. "Zero-party data enables companies to communicate directly, transparently and confidentially with their customers - without complex tracking or legal uncertainties," explains Sophie Schönenberger, Managing Consultant at Elaboratum and co-author of the white paper.

Advantages for both sides

Through the targeted use of zero-party data, companies can better tailor their offers to individual needs. This not only improves the customer experience, but also strengthens customer loyalty. "Zero-party data is the key to true personalization - provided directly by customers, used in compliance with data protection regulations and indispensable for a tailored customer experience," says co-author André Schulz, Senior Managing Consultant at Elaboratum.

In a white paper, Elaboratum demonstrates in a practical way how companies can systematically integrate zero-party data into their marketing strategy in order to:

- create personalized customer experiences through direct preference statements,
- Strengthen trust and loyalty through transparent data usage,
- act in compliance with data protection regulations - without cookies or third-party tracking, and
- marketing more efficiently by reducing wastage.

Practical strategies for data collection

In order to use zero-party data profitably, companies must provide targeted incentives for data sharing. The white paper provides insights into various methods such as interactive content, personalized product recommendations and incentivized surveys that motivate users to voluntarily share information.

Further information and a free download of the white paper can be found on the Website of Elaboratum.