We have been hearing a lot about zero and first-party data ever since the death of the third-party cookie was announced a few years ago. Third-party cookies are still hanging on, but their days are numbered. That means agencies offering digital marketing services are having to lean into zero and first-party data more heavily.
Perhaps you’ve heard of first-party data, but what about zero-party? Do you know how digital marketers use both? You really should, even if you pay for digital marketing services. And if your company manages digital marketing in-house, here’s hoping your marketing team understands zero and first-party data.
Not the Same Thing
Zero and first-party data are often confused for the same thing because the source of the data is the same: the website user. The big difference is in how that data is collected. Knowing the difference makes it easier to understand how digital marketers would use zero- and first-party data.
Zero-Party Data
Zero-party data comes directly from a website visitor. However, it is not collected by monitoring what visitors do online. Instead, it is input directly by a visitor based on a free will decision to do so. For example, a visitor might willingly choose to complete a survey that asks for personal information at the end. He willingly enters his name, email address, and other information.
This sort of data is considered the holy grail of digital marketing. Why? Because visitors willing to enter their data directly are saying, “This is who I am and this is what I want.” There isn’t much guesswork involved in analyzing zero-party data.
First-Party Data
First-party data also comes directly from a website visitor. Nevertheless, the visitor is not necessarily inputting the data directly. Rather, data is collected by the website as the visitor moves around and does things. A visitor might respond to a poll, leave a comment on a post, or click different links to read certain kinds of information.
This type of data is not as valuable as its zero-party counterpart, but it still has plenty of value to digital marketers. It enhances digital marketing services by giving marketers a good idea of how visitors engage on websites.
How the Data Is Used
In a generic sense, both zero and first-party data is utilized by digital marketers to better understand consumer behaviors in preferences. Both types of data are considered highly accurate because users themselves are the source. But is there more to it than that? Yes.
Here are some of the creative ways zero and first-party data can enhance digital marketing services, complements of Salt Lake City’s Webtek Digital Marketing:
- Preference-Based Segmentation – Zero-party data is particularly useful for audience segmentation. The data allows personal preferences to be included in segmentation criteria in a much more meaningful way.
- Direct Customer Relationships – Soliciting both zero and first-party data allows marketers to develop more direct relationships with each customer. Remember that the data is accurate, up-to-date, and highly personal.
- Building Trust – Collecting zero and first-party data requires consent. Visitors giving their consent demonstrate an element of trust that marketers can build on.
- Increased Personalization – Modern digital marketing places a heavy emphasis on personalization. Zero and first-party data lend themselves very well to creating personalized marketing experiences.
Although zero and first-party data are often confused, digital marketers know they are not the same thing. And yet both types of data can enhance digital marketing services substantially. If you have been worried about the death of the third-party cookie, don’t stress over it. Marketers are gradually figuring out how to use zero and first-party data even more effectively.
