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B2B Marketing

Zero-Party Data

Zero party data, 0P data
Definition
Zero-party data is information a customer intentionally and proactively shares with you, such as preferences, needs and interests.

Zero-party vs. first-party data

First-party data is collected by observing behaviour, such as page visits or email clicks. Zero-party data is given directly, for example through forms, surveys, quizzes or preference centres.

Examples in B2B

  • Challenges selected in a sign-up form
  • Webinar registration questions
  • Newsletter preference centre choices
  • ROI calculator inputs

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Related terms

Data Enrichment

Data enrichment is the process of adding missing or updated information – such as job titles, emails, phone numbers and company data – to your CRM records.

UTM Parameters

UTM parameters are tags added to a URL that tell analytics tools where a visitor came from, such as the source, medium and campaign.

Voice of the Customer

Voice of the customer (VoC) is the structured process of collecting and analysing customer feedback to understand their needs, expectations and language.
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