Getting Data from Customers: Unlock the Power of Zero-Party Data Before Your Competition Does

Are you guessing what your customers want? Are you personalizing your marketing based on assumptions? It’s time for a change. We are entering an era where popular cookies are disappearing and traditional user tracking methods are fading away. Instead of spying on your customers, focus on dialogue and trust. This is the powerful force behind Zero-Party Data.

What is Zero-Party Data?

Zero-Party Data is simply information that customers voluntarily and knowingly share with your company. It’s “first-hand” information about their preferences, purchase intentions, needs, and motivations. Instead of inferring that someone likes sports because they visited a sports equipment website, you simply ask them about their favorite discipline. This type of data is not only more valuable but also an ethical and legal alternative to traditional tracking methods.

3 Simple Ways to Get Data from Customers

Asking customers about their needs doesn’t have to be boring. On the contrary, it can be an engaging and enjoyable experience. Here are three simple yet incredibly effective methods.

1. Engaging Quizzes

Quizzes are a great way to acquire data in a fun way, allowing you to personalize with precision. Customers are happy to play because in exchange for their answers, they receive valuable recommendations tailored to their needs.

Example: You run a running shoe store. On your website, you can include a quiz with questions like, “Do you run on asphalt or trails?” and “What’s your goal: a marathon or 5K?” and finally, “What’s your favorite shoe color?” After completing the quiz, the customer gets a recommendation for perfectly matched models, and you gain knowledge about their preferences, allowing you to segment them for future campaigns.

2. Quick On-Site Surveys

Surveys are the simplest way to get Zero-Party Data. The key is to keep them short and require minimal effort. Sometimes a single click is all it takes to gain valuable information.

Example: You run a travel agency. You can place a small pop-up on your site with the question, “Where are you planning your next vacation?” with two simple options: “In the mountains” or “By the sea.” It’s just one click, and you know this customer is interested in a specific type of trip. This information allows you to send them a personalized offer, such as for mountain excursions, instead of a generic advertisement.

3. Interactive Calculators

Calculators are an excellent tool when you sell products or services whose price depends on many factors. The customer uses them to get a quick quote, and in return, they provide you with extremely valuable data.

Example: You are an insurance company. Your “Calculate Your Home Insurance Cost” calculator collects information from the customer such as square footage, location, property value, and type of building materials. In return, the customer receives an accurate quote. You, on the other hand, know that the customer is genuinely interested in the service, and your advisors can prepare a perfectly tailored offer, which significantly increases the chances of a sale.

How to Use This Data with iPresso

The data you collect is only powerful if you know how to use it properly. Marketing automation platforms like iPresso allow you to act instantly.

• Data Collection: Data from quizzes, surveys, or calculators automatically goes into your iPresso system.
• Segmentation: Based on the answers, you create audience segments. For example, you can create a “Trail Runners” segment based on quiz answers or a “Home Insurance Leads” segment based on data from the calculator.
• Personalization: Once you’ve created segments, you can send highly tailored campaigns. The “Trail Runners” segment will receive an email with a promotion on trail shoes and reviews of trail running gear. A customer interested in home insurance will get an email with information about additional policy benefits instead of a generic ad.

Summary

Zero-Party Data is a powerful tool that allows you to stop guessing what your customers want. Instead, you build a relationship based on trust and gain knowledge that translates into higher conversions and loyalty. Your brand shows that it respects privacy and genuinely cares about the needs of its audience. Embrace this change before the competition takes the lead in the race for customer trust.