‘Zero party data’ or ‘explicit data’, a term coined by
Forrester Research, is data that a customer
proactively or
deliberately shares with you. The collection of zero-party data rests on ‘self-reporting’, where the customer dictates exactly how a brand can interact with them.
Zero-party data is a highly reliable source for mobilising hyper-personalized subscription funnels and advertising. In addition, because zero-party data is entirely elective, users are empowered with a choice about what information (and when) they share with you.