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Zero-Party Data & First-Party Data

  • Zero-party data is information that customers intentionally and proactively share with a brand, such as quiz answers, preference centers, or survey responses. For example, a skincare brand might ask users about their skin type to personalize product recommendations.
  • First-party data is collected directly from user interactions on owned properties, like website analytics, CRM records, and email engagement data.

These data types are more reliable and privacy-compliant than third-party data, and they enable personalized marketing campaigns, improved segmentation, and better customer experiences without relying on external trackers.