[et_pb_section fb_built=”1″ _builder_version=”4.19.4″ _module_preset=”default” custom_margin=”||||false|false” global_colors_info=”{}”][et_pb_row _builder_version=”4.19.4″ _module_preset=”default” custom_margin=”||||false|false” global_colors_info=”{}”][et_pb_column type=”4_4″ _builder_version=”4.19.4″ _module_preset=”default” global_colors_info=”{}”][et_pb_text _builder_version=”4.23.2″ _module_preset=”default” text_text_color=”#000000″ text_font_size=”16px” custom_margin=”||40px||false|false” global_colors_info=”{}”]<\/p>\n
At a time when personal data is becoming increasingly difficult for companies to collect, <\/span>the importance of zero party data is becoming undeniable.<\/b> <\/p>\n In this article, we explain <\/span>the differences between first and second party data<\/b>. We also share their role in your marketing strategy and the most effective ways of collecting and activating them.<\/span> <\/span><\/p>\n [\/et_pb_text][\/et_pb_column][\/et_pb_row][et_pb_row _builder_version=”4.22.2″ _module_preset=”default” background_color=”#F2F2F2″ custom_margin=”||40px||false|false” border_radii=”on|10px|10px|10px|10px” locked=”off” global_colors_info=”{}”][et_pb_column type=”4_4″ _builder_version=”4.19.4″ _module_preset=”default” global_colors_info=”{}”][et_pb_text _builder_version=”4.23.2″ _module_preset=”default” custom_padding=”20px|30px|20px|30px|true|true” global_colors_info=”{}”]<\/p>\n SUMMARY<\/strong><\/span><\/p>\n [\/et_pb_text][\/et_pb_column][\/et_pb_row][et_pb_row module_id=”section-1″ _builder_version=”4.19.4″ _module_preset=”default” custom_margin=”||||false|false” global_colors_info=”{}”][et_pb_column type=”4_4″ _builder_version=”4.19.4″ _module_preset=”default” global_colors_info=”{}”][et_pb_text module_id=”sommaire-1″ _builder_version=”4.23.2″ _module_preset=”default” text_font=”|700|||||||” text_text_color=”#000000″ text_font_size=”25px” header_font_size=”25px” header_line_height=”1.3em” header_2_font=”Montserrat|700|||||||” header_2_font_size=”25px” header_2_line_height=”1.3em” custom_margin=”||30px||false|false” link_option_url=”#sommaire-1″ global_colors_info=”{}”]<\/p>\n [\/et_pb_text][et_pb_text _builder_version=”4.24.2″ _module_preset=”default” text_text_color=”#000000″ text_font_size=”16px” custom_margin=”||40px||false|false” global_colors_info=”{}”]<\/p>\n Zero party data is<\/span> information that comes directly from consumers. <\/b>Consumers voluntarily share personal data (such as contact details or purchasing preferences) with companies.<\/span> <\/p>\n Zero-party data can be considered <\/span>the least intrusive form of data collection<\/a><\/span><\/span><\/b>. En effet, les utilisateurs donnent explicitement leur consentement en les partageant directement aux organisations. Mais ce sont aussi des informations pr\u00e9cieuses, pr\u00e9lev\u00e9es directement \u00e0 la source. <\/span><\/p>\n Some people consider zero-party data to be<\/span> conversational data<\/b>. This is all the information that a brand could learn about its customers by talking to them about their background, their purchasing history, their preferences, etc.<\/span><\/p>\n By engaging in this type of<\/span> dialogue with their audience<\/span><\/span><\/a>brands create a stronger bond with consumers. They are also better able to <\/span>enhance their customers’ opinions<\/b> by offering them a better shopping experience and a more relevant offer.<\/span> <\/p>\n [\/et_pb_text][et_pb_text _builder_version=”4.23.2″ _module_preset=”default” header_3_font=”Montserrat|600|||||||” header_3_text_color=”#0092ff” header_3_line_height=”1.5em” custom_margin=”30px||30px||false|false” global_colors_info=”{}”]<\/p>\n [\/et_pb_text][et_pb_text _builder_version=”4.24.2″ _module_preset=”default” text_text_color=”#000000″ text_font_size=”16px” custom_margin=”||40px||false|false” global_colors_info=”{}”]<\/p>\n Marketing based on zero party data is automatically<\/span> more personalised and effective<\/b> than marketing based on data that does not come directly from the main stakeholders.<\/span> <\/p>\n But beyond these considerations about the quality and reliability of the data collected<\/span><\/span><\/a>, companies will soon have few <\/span>alternatives to zero-party data<\/b>. <\/p>\n The collection of third-party data,<\/span> in particular via cookies<\/span><\/span><\/span><\/a>, is set to disappear.<\/span> European legislation is increasingly restrictive<\/b> in terms of confidentiality and respect for consumer privacy. But operating systems, including Apple and Google, also significantly restrict companies’ access to user data. <\/span><\/p>\n To give just one example,<\/span> Apple no longer allows<\/span><\/span><\/a> data aggregators and social media platforms such as Facebook and Instagram <\/span>to collect data on iPhones and iPads<\/b>. Or ces derniers repr\u00e9sentent environ 60 % des appareils mobiles utilis\u00e9s aujourd’hui. <\/span><\/p>\n [\/et_pb_text][\/et_pb_column][\/et_pb_row][et_pb_row module_id=”section-2″ _builder_version=”4.19.4″ _module_preset=”default” custom_margin=”||||false|false” global_colors_info=”{}”][et_pb_column type=”4_4″ _builder_version=”4.19.4″ _module_preset=”default” global_colors_info=”{}”][et_pb_text module_id=”sommaire-2″ _builder_version=”4.23.2″ _module_preset=”default” text_font=”|700|||||||” text_text_color=”#000000″ text_font_size=”25px” header_2_font=”Montserrat|700|||||||” header_2_font_size=”25px” header_2_line_height=”1.3em” custom_margin=”||30px||false|false” link_option_url=”#sommaire-1″ global_colors_info=”{}”]<\/p>\n [\/et_pb_text][et_pb_text _builder_version=”4.23.2″ _module_preset=”default” text_text_color=”#000000″ text_font_size=”16px” custom_margin=”||20px||false|false” global_colors_info=”{}”]<\/p>\n To fully understand the specific nature of zero-party data, it is also important to<\/span> compare it with other types of data.<\/b> <\/p>\n Z<\/span>ero-party data can be distinguished<\/b> from :<\/span> <\/p>\n [\/et_pb_text][et_pb_text _builder_version=”4.23.2″ _module_preset=”default” header_3_font=”Montserrat|600|||||||” header_3_text_color=”#0092ff” header_3_line_height=”1.5em” custom_margin=”30px||30px||false|false” global_colors_info=”{}”]<\/p>\n [\/et_pb_text][et_pb_text _builder_version=”4.24.2″ _module_preset=”default” text_text_color=”#000000″ text_font_size=”16px” custom_margin=”||20px||false|false” global_colors_info=”{}”]<\/p>\n There is often a tendency to confuse the two, as zero-party data has long been considered a<\/span> subset of <\/b>first-party data<\/span><\/span><\/b><\/a>.<\/span><\/b> However, it is now considered that first-party data is that which a company collects via a user’s standard interactions with its website, application or online payment module.<\/span> <\/p>\n The difference also lies in whether<\/span> the information shared is compulsory<\/b> (e.g. address in the purchasing process) or optional (for zero parties).<\/span><\/p>\n When a customer<\/span> fills in their address when completing a purchase<\/b>this is first-party data. But if the company sends out a post-purchase feedback form asking customers whether they enjoyed their experience, this is zero-party data. <\/span><\/p>\n [\/et_pb_text][et_pb_text _builder_version=”4.23.2″ _module_preset=”default” text_line_height=”1em” header_line_height=”1.5em” header_3_font=”Montserrat||||||||” header_3_text_color=”#0092ff” header_3_line_height=”1.5em” custom_margin=”30px||30px||false|false” global_colors_info=”{}”]<\/p>\n [\/et_pb_text][et_pb_text _builder_version=”4.24.2″ _module_preset=”default” text_text_color=”#000000″ text_font_size=”16px” custom_margin=”||40px||false|false” global_colors_info=”{}”]<\/p>\n Second-party data is<\/span> another company’s first-party data<\/b>, which it has resold to other organisations. In the best-case scenario, this information comes from a partner:<\/span> <\/p>\n This data source therefore helps<\/span> to make up for a lack of information.<\/b> It may be of interest to brands that have just launched or that want to conquer a new market. However, it comes at a price, requiring greater vigilance (to ensure compliance with the RGPD). Not to mention the fact that they will never be as reliable or as relevant as zero or first-party data. <\/span><\/p>\n [\/et_pb_text][\/et_pb_column][\/et_pb_row][et_pb_row module_id=”section-3″ _builder_version=”4.19.4″ _module_preset=”default” custom_margin=”||||false|false” global_colors_info=”{}”][et_pb_column type=”4_4″ _builder_version=”4.19.4″ _module_preset=”default” global_colors_info=”{}”][et_pb_text module_id=”sommaire-3″ _builder_version=”4.23.2″ _module_preset=”default” text_font=”|700|||||||” text_text_color=”#000000″ text_font_size=”25px” header_2_font=”Montserrat|700|||||||” header_2_font_size=”25px” header_2_line_height=”1.3em” custom_margin=”||30px||false|false” link_option_url=”#sommaire-1″ global_colors_info=”{}”]<\/p>\n [\/et_pb_text][et_pb_text _builder_version=”4.24.2″ _module_preset=”default” text_text_color=”#000000″ text_font_size=”16px” min_height=”49.4px” custom_margin=”||20px||false|false” global_colors_info=”{}”]<\/p>\n There are many ways in which e-commerce and retail brands can <\/span>exploit zero party data<\/b>. Here are just a few examples:<\/span><\/p>\n [\/et_pb_text][\/et_pb_column][\/et_pb_row][et_pb_row module_id=”section-3″ _builder_version=”4.19.4″ _module_preset=”default” custom_margin=”||||false|false” global_colors_info=”{}”][et_pb_column type=”4_4″ _builder_version=”4.19.4″ _module_preset=”default” global_colors_info=”{}”][et_pb_text module_id=”sommaire-4″ _builder_version=”4.23.2″ _module_preset=”default” text_font=”|700|||||||” text_text_color=”#000000″ text_font_size=”25px” header_2_font=”Montserrat|700|||||||” header_2_font_size=”25px” header_2_line_height=”1.3em” custom_margin=”||30px||false|false” link_option_url=”#sommaire-1″ global_colors_info=”{}”]<\/p>\n [\/et_pb_text][et_pb_text _builder_version=”4.24.2″ _module_preset=”default” text_text_color=”#000000″ text_font_size=”16px” min_height=”49.4px” custom_margin=”||20px||false|false” hover_enabled=”0″ global_colors_info=”{}” sticky_enabled=”0″]<\/p>\n While zero party data is extremely valuable for businesses, it still has to be collected. The challenge is to <\/span> diversify its collection channels<\/b> depending on the type of information you want to obtain. But also to make the experience as pleasant and beneficial as possible for the consumer. <\/span><\/p>\n <\/span><\/p>\n [\/et_pb_text][\/et_pb_column][\/et_pb_row][et_pb_row module_id=”section-4″ _builder_version=”4.19.4″ _module_preset=”default” global_colors_info=”{}”][et_pb_column type=”4_4″ _builder_version=”4.19.4″ _module_preset=”default” global_colors_info=”{}”][et_pb_text module_id=”sommaire-5″ _builder_version=”4.23.2″ _module_preset=”default” text_font=”|700|||||||” text_text_color=”#000000″ text_font_size=”25px” header_4_font_size=”20px” custom_margin=”||30px||false|false” global_colors_info=”{}”]<\/p>\n [\/et_pb_text][et_pb_text _builder_version=”4.24.2″ _module_preset=”default” text_text_color=”#000000″ text_font_size=”16px” custom_margin=”||20px||false|false” global_colors_info=”{}”]<\/p>\n Zero party data represents<\/span> the future of data collection<\/span><\/span><\/b><\/a>.<\/b> But it also presents challenges.<\/span> <\/p>\n One of the biggest challenges of zero party data is<\/span> balancing personalisation and confidentiality<\/b>. Companies must therefore ensure that they only ask for relevant information if they do not want to be seen as intrusive.<\/span> <\/p>\n Attention should also be paid to addressing<\/span> the issue of data security<\/b>. It is crucial to put in place solid measures to protect your customers’ data from any cybersecurity breach (via encryption or the use of robust storage methods).<\/span> <\/p>\n Finally,<\/span> the question of veracity arises<\/b> even with zero-party data. Even if it comes directly from customers, <\/span>36% of marketing specialists<\/span><\/span><\/a> are concerned about their accuracy. To overcome this doubt, the solution is to offer an incentive whose value depends on the accuracy of the information shared. <\/span><\/p>\n For example, the more honest a customer is about their preferences or needs, the more likely the brand will be able to make relevant product recommendations. There are also tools that can be used to <\/span>check emails and postal addresses<\/span><\/span><\/span><\/a> to ensure that valid data is being collected.<\/span> <\/p>\n [\/et_pb_text][et_pb_text _builder_version=”4.23.2″ _module_preset=”default” text_text_color=”#000000″ text_font_size=”16px” custom_margin=”96px||20px||false|false” global_colors_info=”{}”]<\/p>\n Collecting zero party data means increasing the number of interactions with your audience. To make it easier for you to communicate with your customers, rely on <\/span><\/i>our Playable marketing mechanisms<\/span><\/span><\/i><\/a><\/span>\n
What is Zero Party data?<\/strong><\/h2>\n
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Why is Zero Party data so important?<\/strong><\/h3>\n
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Zero-party data vs first party data and second-party data<\/strong><\/h2>\n
First-party data <\/strong><\/h3>\n
Second-party data <\/strong><\/h3>\n
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How can brands use Zero-Party data?<\/strong><\/h2>\n
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What are the best ways to collect zero-party data?<\/strong><\/h2>\n
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The challenges of zero party data<\/strong><\/h3>\n