“Zero-Party Data” is defined as all data provided directly by users in a completely conscious manner, responding, for example, to surveys or polls.
It is, therefore, data that can be collected completely transparently in the eyes of the user by providing him or her with in-depth content or free resources in return.
Together with First-Party Data, Second-Party Data and Third-Party Data, they complete the universe of data and information that can be collected about users, yet represent the final frontier of data management and personalization of the customer experience.
Indeed, as we can imagine, this is data that can only be collected if explicitly requested and therefore presents great value for user profiling itself.
The collection of Zero-Party Data requires the creation of a true relationship of trust between company and user and only if preserved can it bring results. It therefore becomes important for the company to provide something in return that is balanced against the data requested just as it is crucial to ensure maximum transparency and fairness in the management of the collected data itself.
More and more users on average are agreeing to release personal data and information so that they can be used to receive personalised offers, as well as personalised browsing and shopping experiences in return.
