Best Practice Report

An Illustrated Guide To Collecting Zero-Party Data

Use Microexperiences To Quickly And Easily Collect Rich Customer Attributes

August 11th, 2021
Stephanie Liu, Senior Analyst
Stephanie Liu Senior Analyst
With contributors:
Cole Walsh , Fatemeh Khatibloo , Christine Turley

Summary

Zero-party data (ZPD), or data that a consumer proactively and intentionally shares about herself, has always been a valuable source of customer insight. B2C marketers today are building a variety of short and simple experiences to capture ZPD, whether through a quick poll, fun quiz, or website widget. This report shows B2C marketers how to set up a zero-party-data microexperience and provides a downloadable tool with illustrated examples.

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