Observed Signal · Nov 29, 2023 · Editorial · Source: CMSWire · Impact: 2/5 · Sentiment: Positive
Zero-Party Data: Definition, Benefits, and Best Practices
The article explains zero-party data, which is information customers willingly share with brands via surveys, forms, and preference centers. Unlike first-party or third-party data, zero-party data is based on explicit consent and transparency, offering higher-quality insights for personalization. Privacy regulations such as GDPR, CCPA, and COPPA are driving the shift toward this data type. The piece contrasts zero-party with first-party data, highlights the role of customer data platforms (CDPs) in integrating it, and provides examples from brands like Sephora, Airbnb, and IKEA. Expert quotes from industry leaders emphasize trust, loyalty, and improved conversion rates. The article concludes that zero-party data is becoming essential for privacy-compliant relationship building and personalized customer experiences.
Informative article on zero-party data, a key trend in privacy-compliant advertising, but not a specific industry event.
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Key Takeaways & Evidence Grounding
- Zero-party data is information intentionally shared by customers through surveys, forms, or preference centers.
- A 2022 Statista report indicates 53% of internet users are more concerned about online privacy than a year ago.
- Privacy regulations such as GDPR, CCPA, and COPPA are increasing the focus on obtaining data without violating consumer privacy.
- Integrating zero-party data with customer data platforms (CDPs) provides a 360-degree customer view for more personalized experiences.
- Brands like Sephora, Airbnb, and IKEA use zero-party data collection methods, such as loyalty programs and wish lists, to enhance personalization.
Connected Companies & Entities
10 Entities mapped“Brian Mandelbaum, CEO at Attain, an adtech data company, told CMSWire that surveys, polls and quizzes are currently the most popular form of...”
“Raymond Velez, global chief technology officer at digital consultancy Publicis Sapient, told CMSWire that customers are aware of when and wh...”
“Tim Glomb, vice president of global content at Marigold, formerly CM Group, a relationship marketing solutions provider, told CMSWire that t...”
“Aleksandra Korczynska, CMO at GetResponse, an email marketing solution provider, told CMSWire that consumers who share their data or prefere...”
“Brands like Pepsi Co., American Airlines, and Colgate aim to collect zero-party data to better scale across their brands to deliver exceptio...”
“Brands like Pepsi Co., American Airlines, and Colgate aim to collect zero-party data to better scale across their brands to deliver exceptio...”
“Ikea’s Kreativ campaign encourages customers to virtually design their own living area using AR, fine-tune their preferences and designs, an...”
“Airbnb, the home-sharing platform, provides customers with a Wish List feature that allows customers to save and share their travel preferen...”
“Sephora, a large beauty retailer, developed a Beauty Insider program that incentivizes its customers to share information about their prefer...”
“Brands like Pepsi Co., American Airlines, and Colgate aim to collect zero-party data to better scale across their brands to deliver exceptio...”
Ontology Mapping & Concepts
Related Market Signals & Shifts
Recent verified developments and strategic activity across this market segment.
Axa and Publicis Sapient Partner to Build Global AI Hub
Axa, the French insurance group, has entered a strategic partnership with Publicis Sapient, a subsidiary of Publicis Groupe, to accelerate its enterprise-wide AI transformation. The collaboration focuses on advancing Axa's Global AI Hub, which provides a vendor-neutral infrastructure for implementing, managing, and operating AI capabilities across the group. The first version of the hub was deployed in July and is now used by five Axa entities: Germany, France, Switzerland, the UK, and Axa XL. Use cases include automating car damage claims, handling customer emails, and enterprise knowledge management. The hub aims to ensure governance, FinOps, SafetyOps, security, compliance, and human oversight throughout the AI lifecycle. Both companies are headquartered in France, and Axa has previously worked with Publicis Groupe's agencies for advertising campaigns.
AXA and Publicis Sapient Collaborate to Deploy Global AI Hub at Scale
AXA, the Paris-based insurance group, has engaged Publicis Sapient, the technology and AI specialist of the Publicis Group, to help scale its new global AI hub across the entire company. A first version of the central platform was introduced by AXA in July. The platform provides company-wide and vendor-independent access to AI capabilities. Publicis Sapient, with about 20,000 employees and operations in 28 countries, will support the further development and scaling of this AI platform. The article is paywalled, and no additional details are available.
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