What is Zero Party Data?

We’ve been talking about first-party, second-party, and third-party data for a long time. But there’s a new data type that people are talking about—zero-party data. Unfortunately, zero-party data is confusing because it is the same as first-party data in many ways.

Coined by Forrester Research, zero-party data is defined as “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.”

Examples of zero-party data include data a consumer explicitly provides, such as communication preferences or the types of information they want to receive. Interests are another example, with a consumer explicitly telling you what things they are interested in, such as craft beer, products for toddlers, or things to do on road trips.

Not everyone believes we need another data type, especially not one that suggests an even more direct source to the customer. Still, it’s a term we hear increasingly often, and therefore, it’s one you should understand.

Zero-party data is a component of first-party data and must follow all the rules around managing it. It also provides the same benefits as other data, including enabling you to create personalized, relevant experiences.