If First-Party Data is King, Zero-Party Data is Queen

Data everywhere: but data people see audiences and segments

Data that a customer intentionally and proactively shares with a brand, which can include preference center data, purchase intentions, personal context, and how the individual wants the brand to recognize her. — Forrester Research

Zero-party data: it’s better than any evil plan.

“Personalization and privacy can only coexist in the future with a zero-party data strategy.” — Scott McNealy

“Do I think that there’s a chance that the term zero-party data goes away, and people just refer to it as first-party data? I think that is potentially very likely. It’s a lot easier to say!”

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