As brands prepare for third-party cookies to disappear by the end of 2023, collecting customer data and insights will become even more important.
Zero-party data, or data given directly from consumers, can help your brand gain key customer insights. But you must be transparent with your most loyal customers and show them the value derived from the data they share.
But consumers are wary of sharing their personal data. Consider the percentage of shoppers willing to share email addresses reached 93% in 2018 but that number sank to 60% in 2021.
The right zero-party data strategy can help you embrace emerging consumer trends, increase relevance through personalization and targeted communication, grow market share, and stay ahead of the competition.
To do this, you must provide customers with value in exchange for their data.
Our new iPaper, Gather Zero-Party Data With Creative Engagement Strategies, was created in partnership with Retail TouchPoints and explores three cost-effective strategies you can use to maximize your zero-party data gathering:
This iPaper will show you how to:
- Embrace the concept of Data Value Exchange concept to give consumers an incentive to share their data.
- Make data collection an engaging experience.
- Maximize the data assets you already have.
View the Gather Zero-Party Data With Creative Engagement Strategies iPaper to learn more.
Jim Tierney
Jim is our Loyalty Content Specialist, working closely with the B2B Marketing team. Aside from cranking out loyalty-related content, he is the proud father of two beautiful daughters, an avid runner and an old movie fanatic who calls Alfred Hitchcock his favorite director and Claude Rains his favorite actor.