In its last report, Forrester announced that the zero-party data would weigh even more heavily with the restrictions of Safari and Chrome, the search engines most used daily. Third-party, second-party, first-party … and now zero-party, but what are we talking about exactly? Let’s take stock of a quality and voluntary data client that is becoming more and more important.

Is the first-party data still the Grail?

For a high-quality digital, physical and phygital customer experience, brands have no choice: only data can help them stand out. However, even if they continue to invest huge sums in this direction, the first-party data should not be the sole objective of their marketing acquisitions and committed budgets.

Indeed, the first-party data are essential but are not everything, because this collection rhymes too much with assumptions. Based on data of behaviors or consumptions, it is more the algorithms and deductions which are in the end only probabilities which can never possibly be really demonstrated.

On the web, the customer journey is analyzed, the search terms are archived and the online behaviors decrypted. From there, scenarios of intentions are deduced by means of a more or less qualified data and it follows that assumptions that are more or less valid. Traditional personalization strategies are in fact more or less obsolete and demonstrate, in all cases, the limits of their potential.

Zero-party vs third-party

Even if the third-party data is commonplace, this does not mean that this data collected by multiple methods is a quality data that allows consumers to know “on the fingertips”. Third-party data are mainly excellent for collecting valuable demographic and behavioral attributes on your customers and prospects.

From this collection of third-party data as part of the third-party data, it automatically results in more generic marketing that can affect the performance of the campaigns. In the end, messages are less well oriented, the target is moderately defined and campaigns are less well optimized.

On the other hand, zero-party data imposes itself as a windfall because it is given by consumers in a completely voluntary way. This sharing is intentional and proactive, and takes the form of information as varied as the intentions of future purchase, the personal situation or the level of relationship between brand and consumers.

To put it simply, comparing third-party and zero-party data is like deciding between quality and quantity while valuing a high degree of security and confidentiality.

How to recover the zero-party data?

With the various “business” we know that are directly related to the non-secure data, consumers are more scrupulous than ever when it comes to transmit their personal data and preferences. Yet, the whole paradox of zero-party data comes from the fact that it is not a marketing deduction, it is an intentional sharing of information.

The retailer thus has access to a quantity of information that the customer wants to share in order to benefit from a qualified customer experience and a personalized purchasing experience. Without forcing or surreptitious to collect this information, retailers collect information shared much more voluntarily and sometimes even in greater quantities.

In this way, security and confidentiality are no longer strong antonyms and the first-party data allows brands to establish direct relationships with consumers to better personalize:

Their services;

Their marketing efforts;

Their offers and product recommendations.

However, not everything is so simple. The customer does not give up “free” information. He gives them because, in return, he will be able to benefit from a “special” offer. Rewards, personalized benefits, exceptional coupons, there are many ways to lure the user.

Trust zero-party data to optimize customer relations

Personalized marketing and direct relationship with the customer, here are the main advantages of this new era of data. With the zero-party, you can say goodbye to deductions, assumptions and other approximations. The brand-customer relationship is part of quality.

In addition, the consumer is more and more interested in this by carefully choosing the brands to which he gives his confidence. A KPMG study dating back to 2018 even shows that almost a quarter of French people want this personalized relationship.

However, can brands enter there with their eyes closed? Is the data collected from the zero-party 100% reliable? By offering a value exchange, there is still little chance that customers will share false information about themselves. It’s a win-win exchange, a collaboration based on mutual trust.

As with all human relationships, in everyday life, this purely marketing relationship must be balanced to work. Do not ask too much to the user, be fair and sincere not to “push” the consumer to invent information to please you. Make sure your request is well thought out, smart, and consistently up to the promised reward.

It’s no secret that the martech and adtech industries are becoming extremely complex to grasp. In an ever-changing ecosystem, marketers and advertisers are still trying to catch up with the latest advances in platforms and new technologies. With so many different elements at play, integration through communication media, technology and collection tools are even more essential to create people-based campaigns.

The assembly of the pieces of the puzzle that are the data

Marketers must group together the pieces of the puzzle that form the data, in order to reach their main consumers. Identity resolution connects all of this data to a level that is understandable to humans, allowing marketers to better understand their target consumers.

To begin the process of resolving customer data into unique identifiers, marketers must first determine what sources of information and platforms they want to connect. For some marketers, a single tool, such as a cloud marketing service, can be a complete solution, while a best-of-breed approach allows you to choose the tools that work best for you. There are many factors to consider in deciding which approach to take depending on your needs and circumstances.

Neutral players

If they adopt a best-of-breed approach, marketers need an identity resolution partner that is a neutral actor that ensures there is no conflict of interest, allows for stronger omni-channel partnerships, and improved integrations. Finding a neutral and trusted partner will allow your organization to cover more land safely and securely, connecting all the elements for your marketing campaign within the martech and adtech ecosystem.

An Omni channel experience

Identity resolution is built from a people-based identity graph, allowing marketers to reach their target audience with their omni-channel advertising campaigns. Understanding consumer behavior, both offline and online, and through different devices and channels while respecting their confidentiality, allows marketers to better target them to achieve higher conversion rates and better efficiency. ROI and ROAS can be obtained much faster. Marketers can also integrate 2nd and 3rd party data to supplement their own 1st party data to better understand their customers.

Choosing your identity resolution partner is the first fundamental step toward achieving a people-based Omni channel marketing.

In recent years have amassed large amounts of data (legally, of course). Yes, what now?

Of course, it is essential to have first-party data, but in itself, it’s a bit like being dressed on its 31th with nowhere to go. In the end, having these data will not allow you to get out better than when you did not have them. To generate an effective people-based marketing strategy, this data must be usable on several marketing platforms.

To do this, you need to unify your databases with a people-based ID, and then make that data available across all of your tools and marketing platforms.

Turn your data into a valuable asset

Data influences marketing strategies, but much of the information is not worth much if it’s not associated with a people-based ID that you can find on the “Open Web”. To make the information useful, it is essential to work with an efficient, secure and accurate data integrator.

With Ammazan network, you can transform first-, second-, and third-party data into people-based IDs called IdentityLinks (IDL). The corresponding IDLs are then sent to the partners who convert them into their own cookie IDs or mobile IDs. Thus, you can use your data for people-based marketing via countless channels through our integrations at more than 600 partners.

Marketers can then reach the consumers they target – across devices, browsers, touch points, and systems. Marketers can tailor their marketing strategies to who their targets are, what they like and how they have behaved in the past.

Develop your media strategy

We know that marketers work with a growing number of platforms and channels. But we have not yet found a marketing specialist working with more than 500 platforms to which we are integrated. We are sure that you will find on our partner page a channel or platform you wanted to work with or are evaluating. We make it easy and secure to send your customer data to these channels and platforms, including Facebook, Google, The Trade Desk, Xandr and hundreds of others.

The creation of exploitable data is only the beginning

Organizing your data sets into people-based IDs and deploying them on your marketing platforms and with your partners while respecting confidentiality are just a few of the things you can do after integrating your data.