Best Practice Report

The Anatomy Of A Preference Center

Preference Centers Let Consumers Share Zero-Party Data For Better Customer Engagement

October 27th, 2022
With contributors:
Emily Collins , Joe Stanhope , Xiomara Nunez , Rachel Birrell


B2C marketers focus on personalization as a means of delivering better experiences. Preference centers can play a key role in this strategy: In a value exchange, customers share more data about themselves, their interests, and marketing preferences that marketers can then use to send relevant messages. This report provides best practices for building a customer-friendly preference center and zero-party data strategy that engages and retains customers.

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