Zero-Party Data Collection

What Is Zero-Party Data Collection?

While first-party data includes shoppers' behaviors on a brand's website and third-party data involves insights from other sites or pages, zero-party data comes directly from the customers themselves.

In zero-party data collection, a brand engages with customers in various ways to ask them to submit their preferences, needs, and interests. For example, a brand can embed specific questions in drop-down menus or pop-ups on their site asking customers about what brought them to the site, what they're looking for, or what their background is.

Other brands integrate quizzes into the purchasing pathway, encouraging customers to explicitly share their feedback and preferences as they shop. Because the data comes directly from customers without any interference or incentive, zero-party data collection is a critical process for creating an engaging, customer-centric shopping experience that builds loyalty and drives conversions.