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

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...

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