Businesses feel pressure to adapt and meet customer expectations regarding handling sensitive data as online data privacy becomes more widely recognized.
Many seek alternatives to outdated data collection techniques like third-party cookies and second-party data collaborations. Quizzes and surveys are a fun way to collect data. They can upgrade customer personalization and increase the effectiveness of your marketing programs. With consumer privacy at an all-time high, unlocking zero-party data is more critical than ever. Learn how to collect this goldmine and drive unparalleled personalization – without compromising privacy.
Quizzes & Polls
Quizzes are a fun and engaging way to collect feedback via customer feedback tools, share information, and entertain your audience. They are often used in marketing, website engagement, or to research societal opinions and trends. Polls are quizzes that ask participants open-ended questions and collect their responses in real time. Brands use quizzes to collect rich zero-party data from their customers. It allows them to offer value back to their customer through product recommendations. It leads to higher conversions, AOV, and engagement. Using zero party data, brands can create personalized experiences that align with consumer expectations and reduce the likelihood of returns. Some use customer profile data to provide real-time personalization and tailor clothing selections to their customers’ specific body sizes, styles, and aesthetic preferences. Lower return rates and higher customer satisfaction are the results.
Web Forms
Brands can use web forms for various purposes, from collecting leads and e-commerce orders to surveying customers and gaining feedback. Regardless of the form’s specific purpose, brands must seek explicit consent from their audience before using their data. It avoids the “creepy factor” that can come with marketers gathering data without their audience’s knowledge and creates a trusting relationship with consumers. Depending on the type of web form, the information brands collect through them can help improve product development and enhance customer experiences. For example, if an overwhelming number of customers ask for the same features in your product – say a water-resistant version or eco-friendly packaging – integrating these into your products can make a big difference for your business.
Demo forms can also be an effective way to gather customer feedback and build brand loyalty. For instance, a beauty brand can offer a free sample of one of its best-selling products to anyone who signs up on a website landing page or in an email newsletter. Those who complete the signup form provide demographic information, helping the company reach a larger audience and increase engagement rates for future marketing efforts. The software company Some offers a demo form on its website that showcases its functionality and draws customers in to take advantage of the service.
Data Management
Unlike third-party data, zero-party data comes from customers who knowingly share their information with brands. It allows for a more accurate picture of your audience. It also empowers you to deliver personalized experiences without relying on third-party providers. Brands can collect zero-party data points using quizzes, polls, calculators, and intelligent website lead forms that sync to CRM and analytics platforms. These include name, email address, gender, location, phone number, product interests, and purchase intent. The data can create remarketing campaigns on social media and across the web and personalize emails, newsletters, and more. While some marketers express concerns about collecting zero-party data — worries that consumers may not provide accurate information or be reluctant to share it — this is a false assumption. Consumers know they allow brands to use their data and understand the value in return. If done correctly, sharing preference information with brands can help build trust and foster loyalty. Brands that collect zero-party data can make better marketing decisions, create personalized experiences, and increase customer lifetime value. Companies that emphasize openness offer a beneficial exchange and abide by data privacy regulations can benefit significantly from this practical approach.
Audience Segmentation
As the name implies, zero-party data refers to information a brand collects only when customers knowingly provide it. It could include filling out a quiz or poll, signing up for a newsletter, submitting a form with contact information, or participating in a contest. In contrast, other data types, like first and second-party, can infer consumer preferences or interests from their behaviors. For example, someone who visits soccer websites might be interested in soccer products. But that doesn’t mean that person will purchase a soccer product. Segmenting based on behavior rather than inferences allows you to craft more targeted content and improve engagement. For instance, you can segment an email list of shoppers who have provided feedback to identify which products are the most popular, which don’t sell well, and what features people want in a new product. This information is valuable because it can help you prioritize the most critical features of your audience. You can also use it to create better target personas, reducing the chance of serving irrelevant content to your audience. It is how brands honed their messaging to drive conversions with customized campaigns for each audience.
