Data and Audience
Zero-party data can often be confused with first-party data because like first-party, zero-party is information a consumer willingly chooses to share with a company or brand. But zero-party data transcends first-party data in that it often includes another layer of detailed information such as communication preferences or interests and more personal context which can drive personalization of marketing campaigns to a whole new level. This level of detail is important to a marketer because it assumes a level of trust the consumer has in a brand to be willing to share such precise detail. Smart marketers use this consumer intel to their advantage and create spot-on, targeted, customer-focused marketing.