Explained: Zero-party data vs first-party data vs third-party data

Posted: June 10, 2023

What is zero vs first vs third-party data?

Zero-party data is information that consumers intentionally and proactively share with a business. This could include preferences, purchase intentions, or how they wish to be recognized by the brand. It’s obtained through direct interactions, such as surveys or preference centers. 

First-party data is data collected directly from your customers and interactions with them. This includes data from behaviors, actions, or interests demonstrated across your website, app, CRM, or other platforms owned by your business. 

Third-party data is data that is bought from outside sources who are not the original collectors of that data. It typically comes from a variety of sources and is aggregated from multiple websites and platforms. This data is then packaged and sold to companies, often to augment the existing data they have. 

What is the difference between first-party and second-party data?

First-party data is collected from your own sources directly related to your interactions with customers or users. 

Second-party data refers to someone else’s first-party data that you acquire directly from them. It is not bought through aggregators but through partnerships where one business agrees to share its first-party data with another. This data is attractive because it is essentially first-party data from another source, thus maintaining a high level of quality and relevance but providing insights from a different customer base. 

Why is first-party data important?

First-party data is critical because it is gathered directly from your audience or customers, making it highly relevant and specific. It helps businesses: 

  • Enhance personalization: Tailor experiences specifically to user behavior and preferences noted through direct interactions. 
  • Increase customer loyalty and retention: By using insights gained directly from their behaviors, businesses can create more effective engagement strategies. 
  • Comply with privacy regulations: Since this data is collected with direct consent, it tends to be safer in terms of privacy laws. 
  • Reduce reliance on third parties: Reducing the need for third-party data helps decrease costs and increases data security. 

Why is Zero-Party Data Important?

Zero-party data is vital because it comes directly from the customer and reflects their current preferences and needs. It’s important for: 

  • Building trust and transparency: Customers willingly share this data, knowing how it will be used, which builds trust. 
  • Enhanced accuracy and relevance: This data type offers precise information about customer preferences and intentions without assumptions. 
  • Direct consumer engagement: This encourages a direct dialogue between customers and the brand, enhancing engagement and loyalty. 

Zero-party data vs. first-party data: What’s the difference?

The key difference between zero-party and first-party data lies in how the data is collected and the nature of the information: 

  • Zero-party data is provided by the customer intentionally and proactively, usually in exchange for something perceived as valuable (like personalized experiences). It’s about consumer preferences, desires, and needs directly communicated to the brand. 
  • First-party data is derived from interactions with the business (like website visits, transactions, and behaviors). It’s collected passively as users interact with your platforms. 

Both zero-party and first-party data are valuable and play unique roles in a data strategy, with zero-party offering direct insights into customer preferences and first-party providing behavioral data based on actual customer interactions.