Analytics & Attribution
What is Zero-Party Data?
Zero-Party Data is information a customer intentionally and proactively shares with a company — preferences, survey responses, self-reported needs — as opposed to data inferred from behavior or collected passively.
Who Is It For?
Zero-party data is collected by demand gen and content teams through direct, explicit engagement like surveys or preference centers.
How Is It Used?
It’s used to personalize experiences with information a customer directly volunteered, which tends to be more accurate and trustworthy than inferred behavioral data.
- Collect zero-party data through surveys, quizzes, or preference centers
- Be transparent about how the data will be used to encourage sharing
- Use zero-party data to personalize content and offers with high confidence
- Combine zero-party data with first-party behavioral data for a fuller picture
Related Terms & Concepts
Frequently Asked Questions
What’s the difference between zero-party and first-party data?
First-party data is collected from observed behavior (website visits, purchases); zero-party data is explicitly and voluntarily shared by the customer, like survey answers or stated preferences.
Why is zero-party data considered especially valuable?
Because it’s directly stated rather than inferred, it tends to be more accurate and requires less guesswork than behavioral data alone.
