Definition
Zero-party data is data the customer proactively and voluntarily shares with you (like preferences, size, goals or birthday), typically via quizzes, profile questions or preference centers.
Also called: Zero-party data, Zero party data, Volunteered dataFrom customer behaviour to relevant use.
Collection
Data comes from your own relationship: a purchase, visit or response.
Context
Connect data to the right purpose and keep profiles and events consistent.
Relevance
Adapt the experience using relevant signals rather than collecting every possible field.
01Data comes from your own relationship: a purchase, visit or response.
Data the customer gives you on purpose
Where third-party data is collected about the customer elsewhere (and is on its way out as cookie restrictions tighten), zero-party data is something the customer actively chooses to tell you: their skin type, their size, what they're after, when their birthday is. It's consented, precise and your own. No one can take it from you.
The value is twofold: it makes your marketing more relevant (better segmentation and personalization), and it strengthens the relationship, because the customer gets something back for sharing. Quizzes, preference centers and profile questions in flows are the typical ways to collect it.
Frequently asked questions
What's the difference between zero-party and first-party data?
First-party data is what you observe about the customer (purchases, clicks, behavior). Zero-party data is what the customer actively tells you (preferences, goals). Zero-party is even more precise and consented, because it's volunteered.
How do I collect zero-party data?
Via quizzes (like skin type or needs), profile and preference questions in the welcome flow, and preference centers. Give the customer a reason to share (more relevant recommendations or a better match), so willingness goes up.
From insight to action
See how it applies in practice.
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About the author
Nicklas Segatz Mortensen
Growth hacker and fractional CMO with 10+ years' experience and hundreds of millions in managed ad spend behind him. Background from larger Danish and international scale-ups, and from the agency world.
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