In eCommerce, few things are more valuable than customer data. But some types of customer data are even more valuable than others. In data-driven marketing, "zero party data" has emerged as a common buzzword, and it represents a paradigm shift in how companies approach collecting and using customer data.
But what is zero party data, and why is zero party data collection so important? In this article, we'll cover everything you need to know about this key type of customer data, including zero-party data examples and proven tips you can use to optimize your zero party data strategy.
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Understanding Zero Party Data
Zero party data is defined as data that customers share knowingly and willingly. Comparing zero party data vs first party data (which is data that your company collects from customers without them explicitly choosing to share it), there are a lot of benefits that zero party data offers. When customers willingly share their information, not only is that information likely to be accurate and highly relevant, but the very act of choosing to share it increases customer trust and helps you create more meaningful connections.
Zero Party Data vs First Party Data
To better explain the differences between zero party and first party data, let's take a look at a few examples of each data type, starting with first party data. Examples of first party data can include things like website analytics, purchase history, and email marketing engagement. It's data that your company collects directly from its customers, but the customers don't always realize it's being collected and are not explicitly choosing to share it.
Zero-party data examples, meanwhile, include things like responses to surveys and polls or having customers set their preferences. It's data that customers share knowingly and willingly with your company.
Bloomreach's Approach to Zero Party Data
There's no denying the value of zero party data, but collecting it isn't always easy. The good news is that Bloomreach's innovative zero party data platform makes it easier than ever before for businesses to collect, manage, and utilize zero party data.
Bloomreach offers numerous key features for data collection and management, including:
- Data Collection Tools: Interactive tools like quizzes and surveys that encourage customers to share their preferences
- Preference Centers: Centralized hubs where customers can update their preferences and personal information
- Integration: Seamless integration with other marketing and CRM tools so you can easily put your data to work
- Analytics: Advanced analytics to interpret zero party data and inform marketing strategies
By providing an all-in-one platform for collecting, managing, and utilizing zero party data, Bloomreach helps eCommerce brands unlock the insights they need to grow their business.
Strategies for Collecting Zero Party Data with Bloomreach
Bloomreach provides a variety of tools for zero party data collection. Here are just a few of the strategies you can use to start collecting valuable data directly from your customers with Bloomreach's zero party data platform:
Interactive Quizzes and Surveys
Quizzes and surveys are a fun and effective way improve the conversion rates of your zero party data collection. By presenting your customers with questions that are both relevant and entertaining, you can gain a lot of insights into their preferences and interests in a way that's actually engaging. For example, if you own a beauty brand you could use a skincare quiz to understand customers' skin types so you can recommend products to them.
Preference Centers
Using Bloomreach to create a preference center for your customers is another great way to execute a zero party data strategy. Preference centers are dedicated sections on your brand's website or app that allow customers to update preferences such as communication channels, product interests, and personal details. Not only does this allow you to collect zero party data from your customers but it also allows those customers to better control and customize their experience with your brand.
Gamification Techniques
Gamification is a strategy that makes providing zero party data fun and engaging for customers, and it can include things like rewards programs, contests, and interactive games. By incentivizing customers to participate—whether it's through real rewards or just the fun of the game—you can collect valuable data while at the same time promoting customer engagement and loyalty.
Conclusion
Few resources are more valuable for eCommerce stores than zero party data. If you would like to start collecting more zero party data from your customers and using it to optimize your sales, marketing, and customer support strategies, Bloomreach is the perfect platform to use. By providing a wide range of effective zero party data collection tools and features, Bloomreach makes collecting zero party data easier than ever before.
If you're looking for an eCommerce development agency to implement Bloomreach on your store, reach out to learn how our team can help you capture and utilize zero-party data. Our team has helped countless eCommerce brands grow new channels, regardless of the platforms they use. For example, we recently helped Bonnie Jean realize a 25% lift in revenue on Shopify.
