There Ain't No Party Data Like Zero Party Data

Ask Questions Only You Would Ask

You may have heard the term. Zero party data. It’s the data that your customer actively provides you. Think reviews. Actually, let’s go to Forrester for a better definition;

"Zero-party data is that which a customer intentionally and proactively shares with a brand. It can include preference center data, purchase intentions, personal context, and how the individual wants the brand to recognize [them]."

You will thrive using zero party data.

One simple but enormously fruitful piece of data? What are you doing here? Add that to your popup. Obviously, find the right context or it may come across a little rude… ‘WHAT THE HELL DO YOU WANT?!?’.

There’s a great example shared over on Ometria here on how MORI, a UK children’s clothing brand shaped their conversation by asking ‘Parent’ or ‘Gifter’ on their signup form. So simple isn’t it? Just think for your own brand how that conversation may change knowing whether a subscriber is buying for themselves or as a gift.

Today’s lesson – consider how you can collect more relevant information to help make it easier for people to buy. Simple questions you can ask, without following the industry default, that enable you to improve the conversation that helps persuade your reader to make that all important purchase.

Now, go ask...