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13 October 2022
Zero party data strategy in APAC and the importance of trust
Big data theories & ideasUsing customer dataCustomer experience
Zero-party data, defined as data that a customer intentionally and proactively shares with a brand, offers signficant potential across APAC where younger consumers are relatively open to the use of data in helping direct their lives.
Why it matters
Zero-party data is useful within the overall data strategy but brands that want to gain insights from such data have to first ensure they are trusted by consumers and that data value exchanges are transparent.