As consumers, we all now expect personalized experiences. Yet we also grate at attempts by marketers to collect personal data about them to deliver these personalized experiences. That’s a paradox that marketers increasingly have to navigate. AND … there’s a fine line between cool and creepy, between personalization and stalking – we’ve all felt it!
One Deloitte study reported that more than two-thirds of people stated that third-party data about them was only 0 to 50 percent correct (less accurate than a coin toss).
Enter Zero Party Data – “Zero party data is that which a customer intentionally and proactively shares with a brand. It can include preference center data, purchase intentions, personal context, and how the individual wants the brand to recognize them.” – Forrester
#Zeropartydata is transparent, contextually appropriate, and offers a fair value exchange. A consumer “intentionally” and “proactively” shares what she’s interested in with a brand and the personalized experience is directly based on what they share.
A hybrid approach is always the best model – just remember how you leave customers feeling when you track, scrape and grab their data and then make assumptions based on it. #wakeupimagine#marketing#marketoon#data