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💭 The Increasing Importance of Zero-Party Data | Issue #9

💭 The Increasing Importance of Zero-Party Data | Issue #9
By Esat from Experience Stack • Issue #9 • View online
Hey there 👋, from the 9th issue of Experience Stack Newsletter!
This week, we’ll be talking about first-party data. So far we’ve talked about related concepts: cookieless personalization and first-party data. Now it’s time to talk about:
  • what zero-party data is
  • why its importance is increasing
  • what you need to know about it and beyond
Let’s jump to this week’s topic, and then as always, you’ll have the best blog posts, videos, podcasts, and other types of content from last week 🚀

Zero-Party Data Will Shape the Future of Digital Experience
The information that a customer freely provides to a company is referred to as zero-party data.
It is not inferred from a customer’s behavior on your website. It is explicitly provided by a customer, usually with the expectation that providing their data will result in a better experience.
  • Since zero-party data is obtained from a user with their consent and is not from any inference, it is privacy-first.
  • This type of data is so valuable because it’s not biased.
It can be used to accurately target a customer segment with content that they will enjoy and want more of, without guessing or using other types of first-party and third-party data which may have biases.
The following are some examples of zero-party data sources that can be used for marketing activities, decision-making procedures, personalization, etc.:
  1. Forms
  2. Chatbots
  3. Intent Surveys
  4. Self Segmentation
  5. Quizzes
The Rise of Zero-Party Data
A growing number of consumers are concerned about the security and privacy of their personal data.
They’re also becoming increasingly wary of third-party data, as they don’t have control over how it’s used or who has access to it.
These factors create a perfect storm for brands to use zero-party data to serve customers better and grow their business.
Customers are eager to share personal information with businesses in exchange for an experience tailored to their preferences. Customers want individualized content, but they also want to choose what information is shared in order to get that personalized experience with a brand.
Leveraging zero-party data also eliminates the “creepy element” that customers often feel when interacting with a company.
You can learn more about zero-party data from these resources:
Rounding Up the Stack
Each week, we try to read, listen, and watch tens of blog posts (if not more than a hundred), guides, podcasts, videos, webinars, and any means of content to deliver you the best content from the last week.
These are the content from last week that we enjoyed reading and caught our attention:
Blog Posts
  • What We Mean When We Talk About Data Quality
Underscoring the shift of all three components (mindset/culture/talent) is the organization’s approach to data; if the objective is to make data-driven decisions, then the question on everyone’s mind which will influence the mindset, the culture and talent is the quality of data:
  • Closing the CX Perception Gap Between Companies and Customers
Experts cite a few different reasons for the disconnect between brand CX efforts and customer perceptions:
  • Five Reasons for Headless Commerce on the Modern Commerce Stack
The most exciting development in headless commerce is the modern commerce stack (MCS). Built for innovation and supporting a nearly limitless, future-proofed business model, the MCS has revolutionized how brands and retailers are using technology to deliver unique, differentiated experiences:
  • Why a MACH Architecture Is Boosting Enterprise Agility and Speed to Market
MACH and composable architectures are quickly becoming the technical approach of choice for enterprise organizations. In this post, you’ll learn MACH and how it can help you to rapidly bring new features and capabilities to market:
  • Creating an End-to-End Search Experience with Autocomplete and Instant Search Results
Two of the biggest online names — Amazon and Google — are behemoths in their respective categories, and they each owe a large part of their success to their search experience, which relies heavily on autocomplete:
Podcasts
  • Doing CX Right Podcast
Influencing Desirable Customer Behaviors Through Experience Management with Howard Tiersky
You’ll hear actionable ways to stay relevant to customers in a world-changing so fast and earn customers’ love and emotional commitment. Much entails applying customer research and design thinking best practices to maximize your competitiveness:
Doing CX Right Podcast
Doing CX Right Podcast
  • Data Unlocked
Re-Thinking Tomorrow’s Data-Driven Applications with Bill Stratton at Snowflake and Tom Tunguz at Redpoint Ventures
The data supply chain as we know it is going to evolve over the next decade and then some. Find out more by listening to the latest episode of Data Unlocked:
Data Unlocked
Data Unlocked
Videos and Webinars
  • Headless Creator - A Conversation About the Intersection Between eCommerce and Content with John Williams
A Conversation About the Intersection Between eCommerce and Content with John Williams
A Conversation About the Intersection Between eCommerce and Content with John Williams
Guides, Case Studies & Reports
  • Best 32 Customer Experience (CX) Podcasts You Can Listen in 2022
Whether you’re just starting out in your CX journey or you’re looking for some new ideas to boost your results, these podcasts are sure to provide value:
  • How Would We Personalize Lick’s Online Store to Create Tailored Experiences
91% of consumers are more likely to shop with brands that recognize, remember, and provide relevant offers and recommendations:
Upcoming Events & Webinars
  • Headless Creator - Fundamentals of Omnichannel Personalization
🛠 In this lesson, you’re going to learn omnichannel delivery and the difference between it and multichannel. You’re are also going to learn the foundations of content modeling and atomic content for reuse and standardization.
🗓 Wednesday, March 9 at 7.30 am PT / 10.30 am ET / 4.30 pm CET
  • CMS Wire - Practical Tips on Preparing a Content Library for Modular Content
🛠 In this webinar you’ll learn:
  1. What impact to expect from working with modular content and tips on how to prepare your DAM
  2. How to store and manage modular content
  3. How to improve content traceability for personalized and localized experiences
🗓 Tuesday, March 8 at 11 am PT / 2 pm ET / 8 pm CET
-
That’s it from our side.
Hope you’ll enjoy the content presented above.
Please let us know if you have any questions, comments, or feedback. Don’t hesitate to reach out to us by replying to one of the emails or emailing directly to me via esat@experiencestack.co
And, if you think your friends or colleagues might enjoy reading this newsletter, feel free to forward it to them 🤗
Till next time 😉
Esat
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