Zero-Party Data

What Is Zero-Party Data?

Zero-party data refers to information that customers voluntarily and proactively share with a company, often in exchange for a perceived value (discounts, personalized content, a better experience). Unlike first-party data, which is collected indirectly through interactions, zero-party data is explicitly communicated by the customer themselves, for example through quizzes, account preferences or surveys.

In marketing and e-commerce, this data is especially valuable because it directly reflects customers' intentions and expectations. It helps refine product recommendations, personalize campaigns, and improve the customer experience. For example, a customer who indicates their preferred sizes or colors allows a brand to offer them suitable products on their very next visit.