Zero-party data
Zero-party data
E-commerce
Zero-party data is information a customer intentionally shares with you, like preferences, sizes, birthdays or goals.
What is Zero-party data?
Zero-party data is told to you, not observed. It comes from quizzes, signup forms, preference pages and surveys.
Compared with first-party data (what you observe, like orders and clicks), it explains the "why." It's accurate when fresh and comes with the customer's clear intent to share it.
Use it in segments and content: skin type, dog size, preferred roast, language. In SmartyTap, answers saved as customer preferences or custom fields can be used as segment conditions.
Example
A signup quiz asks "What's your coffee style?" and everyone who picks "espresso" gets the espresso-focused welcome email.
Why Zero-party data Matters
As tracking gets harder, what customers tell you directly becomes the most reliable personalization data you have.
Zero-party data FAQ
How do I collect zero-party data?
Ask one useful question in a form, quiz or preference page, and say what you'll do with it.
Is zero-party data the same as first-party data?
Both come from your own customers. Zero-party is volunteered; first-party is observed behavior.
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