Zero-Party Data

Information a customer deliberately and proactively shares with you, such as preferences, intentions, and feedback given through quizzes, surveys, or account settings. It differs from first-party data, which you observe from behaviour.

It is the most reliable and privacy-friendly data you can collect because the customer chose to give it. As tracking cookies disappear, zero-party data lets you personalise marketing without guessing.

A skincare founder adds a short quiz at signup asking about skin type and goals. Customers willingly answer, and she uses those replies to recommend products and tailor her emails.