The importance of trust: How to create a zero party data strategy in APAC

dentsu

dentsu examines the concept of zero party data and what marketers and brands should consider before embarking on a zero party data strategy.

Forrester coined the term zero party data, defining it as, “data that a customer intentionally and proactively shares with a brand, which can include preference centre data, purchase intentions, personal context and how the individual wants the brand to recognise them”.

That this needs separating from the idea of first party data (data which an organisation collects directly, rather than via another entity) is a sign of the transitory period digital is currently in. The age of unfettered digital data collection is over. This shouldn’t be a surprise; it’s been coming since Apple introduced restrictions in iOS and...

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