‘Zero party data’ or ‘explicit data’, a term coined by Forrester Research
, is data that a customer proactively
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.