The consulting firm Merkle, specialized in Customer Experience Management and belonging to the dentsu international group, values the development of Zero Party Data (ZPD) strategies so that brands generate trust among their public and connect with the customer, a reality that already marketers are aware.
8 out of 10 – 79% of them – have stated that one of their goals is to identify their customers’ preferences and provide them with relevant experiences that help them make purchasing decisions, according to the latest Merkle Customer Engagement Report. 37% of brands have significantly increased their capabilities to collect customer data in the last year.
By Zero Party Data (ZPD) we refer to data that users voluntarily share about their interests or motivations. A ZPD strategy helps companies interpret people’s behavior and strengthen ties with consumers, while complying with current data protection regulations.
The latest piece of knowledge from Merkle Spain entitled ‘Zero Party Data – The key to a cookieless world’ explains what this high added value strategy consists of, suitable for intermediated, subscription-based or recurrence-based business models, as well as its advantages summarized here.
Offer valuable information with cost savings
Through gaming, forms or complementary services, we can achieve direct information with which to model audiences, without having to buy third-party data or trend analysis and panel studies.
Facilitates prospecting and development of new products
The information is associated with the identifiers and allows to qualify the base of prospects and clients with which to plan future developments of products, services, functionalities or commercial strategies with partners.
Build brand and engagement
In this design of a more direct and interactive relationship with the consumer, using the ZPD helps improve conversions, consolidate a brand image and generate a more memorable experience. The immediate consequence is the increase in engagement, loyalty and even the establishment of a stronger emotional bond with the consumer.
It is important to define the bases of design thinking
To become more than a seller of products but rather an entity that generates trust through the personalization of experiences, it is essential to understand what the decision-making of the target audience is like when designing a ZPD strategy. With this premise, non-intrusive experiences can be shaped, which add value and serve to forge a climate of trust conducive to a positive response.