Improve Personalization with Zero-Party & First-Party Data Insights

About 80% of customers are more likely to make a purchase at a company that offers a personalized experience? That is the power of first-party and zero-party data.

First-party data is the information a brand gathers directly from its customers. It’s a business’s very own treasure chest of specifics, if you will.

Zero-party data takes this one step further — this is the data that consumers are happy to share with a business, such as preferences, likes, and feedback. Data that, in theory, customers give away: It’s the gold standard for marketing.

I remember, I got an email from a brand I’ve purchased from in the past. It wasn’t some generic “We’ve got sales!” message. They said, “Hey, we remember you love our running shoes. Check out our new styles!”

What caught my attention was the hands-on feature. They’d looked at my history of purchases and made a recommendation. But what made it even better? 

The offer felt like a win for me, and not just them. I got 15 percent off just for being a regular customer.

This is not a one-time thing. Many other brands are leveraging data in this manner to build relationships. And it works! Consumers like brands who listen and honor their choices.

So, what can businesses do to capitalize on this?

Begin with the foundation:
Gather first-party data. Develop accounts, loyalty programs and track customer interactions.

Privacy first:
Use zero-party data. Allowing your customers to share what they’re comfortable with. Show them the rewards in the other direction.

Keep it appropriate:
Recommend and offer things to your fans based on their likes and interests.

Establish trust:
Be clear about how you are using data. People want to feel confident that their information is secure.”

This build trust-based, personalized relationships. And that’s when customers are no longer just shoppers — they become die-hard fans.