What is Zero-Party Data?

All successful marketing begins with good data — because data drives personalisation, and personalisation drives conversion. 

Types of data

Personalisation strategies have traditionally looked at three types of data to work out interests and intents of consumers.

These three well known types of data are:
> First-party data is any information that is collected through a direct relationship with a consumer.
> Second-party data is data that users are not giving directly, but that brands are obtaining through a direct relationship with another business.
> Third-party data is implicit, often outdated, collected by an entity that doesn’t have a direct relationship with consumers (for example cookies, browsing behaviour, credit score, …).

The problem is that a lot of it is based on inferred and observed data. And we know that assumptions are often wrong.

Another problem is data Privacy.  Following large data breaches governments introduced tighter regulations. We know The General Data Protection Regulation (GDPR) here in Europe and more recently the California Consumer Privacy Act (CCPA) this year.

Following these events Forrester introduced the term zero-party data defined as follows:

“Zero-party data is that which a customer intentionally and proactively shares with a brand. It can include purchase intentions, personal context and how the individual wants the brand to recognize her.”Forrester

Why is zero-party data hot?

As competition grows marketers face increasing pressure to deliver personal experiences to engage.

Zero-party data is considered the most accurate customer data to deliver personalisation at scale because it reflects on current consumer experiences and provides insight into consumer intent. 

Marketers rather than relying on perceived or inferred information are directly asking consumers, who are intentionally and proactively sharing in return. 

Zero-party data is based on concepts of privacy and value.

Consumers are open to share personal data with brands when they receive better experiences. Brands must in exchange be transparent about how they collect and use the data.

Creating engaging experiences that build trust in the way consumer data is used is the best way to drive true personalisation. 

By taking the zero-party data path, marketers build direct relationships with consumers. As a result, marketers better personalise marketing communications and product recommendations.

Value exchange

When collecting zero-party data consumers need to be entertained, engaged, and receive something in return for their attention and personal data. Consumers provide zero-party data as a direct value exchange. 

To motivate consumers to intentionally and proactively share their data marketers can use incentive mechanics such as instant wins, exclusive offers, coupons, gifts, loyalty points, …

Successful zero-party data collection is based on interactive conversations and enables consumers to create their own experience while interacting with the brand.

For marketers to succeed they need to create experiences led by inspiring design and empowered by data and technology. 

Via interactive content (swipe survey, a personality test, game, playful poll or quiz) brands can collect zero-party data. 

For example with a “tinderesque” swipe survey we helped Central England Co-Op collect preferences and interests from their audience.

Together with Paperchase we implemented interactive personality profilers to collect insights from their customers.

By putting consumers in control marketers activate trust and create the most effective way to collect interests, intents and preferences.

With zero-party data, you can identify your highest value customers, develop one-to-one personalisation and maximise lifetime value of your customers. 

In summary

There is a general concern about data quality as inferred and observed data sources are not reliable.

A new type of data called zero-party data emerges. Data that is intentionally and proactively shared with a brand by consumers.

Thanks to zero-party data brands can increase customer satisfaction, improve loyalty, drive advocacy and generate revenue. 

Related Blogs:
Paperchase maximises Pay Day emails with Interactive Experiences
How is Central England Co-Op collecting data
Interactive Customer Profiler

Boost database and sales for Mi&Co

Businesses aim for the same results which are to boost database and sales! this is very common for businesses in all types of industries.

Mi&Co wanted to connect and boost engage their customers with an interactive promotion during the busy summer months to increase their database and their sales.

Mi & Co worked with ODICCI to create a scratch card campaign with unique codes. The scratch the card and revealed whether the participant had won something but does not tell them what.

Using their unique code, the participant visits a landing page created in ODICCI, with the URL www.miandoco.es/win. The participant would enter their unique code and start capturing data using capture sequences.

To conclude an email is send to the client to allow them to claim their prize.

The data obtained is stored in our CRM platform. Mi & Co had access to the data obtained in the campaign at all times.


  • Low number of records
  • Retention of data on paper
  • Manual data capture process
  • Limited customer profile (often just email)
  • Vendors require support for data retention
  • Customers not always willing to register


  • 5,000 cards for promotion
  • Campaign conducted in 3 stores in Barcelona
  • Email marketing campaign announcing the promotion
  • Campaign visibility on the Mi & Co website
  • Communication of the campaign on social media
  • Re-targeting Campaign – Google Adwords (SEM)


  • + 40% of customers participated in the promotion
  • + 35% of registered customers using the cards

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Does gamification really work?

Ever considered using gamification as a marketing tool?

Are you looking to increase your sales and customer engagement? Drive sales from existing customers?

If you feel like your current method of interacting with customers and acquiring them isn’t engaging and not successful enough look no further!

In recent years gamification has been trending as a way of exceptional support for user engagement and a great enhancement for customer experience.

In this post, we provide you with a basic grasp on gamification and how you can harvest it’s potential to effortlessly augment your services.

This is mostly due to its intrinsically motivating nature, by giving a “gameful” experience, hence the name gamification. Its goal is to further desired behaviours by invoking a psychological experience, just like games do.

The future of customer engagement involving gamification?

The answer is simple yes, many believe this is the next generation method for marketing and customer engagement. In 2014 Hamari, Kivisto & Sarsa conducted a literature review into the effects of gamification and found 8000+ studies.

According to their results, it does have positive effects and benefits. They also found that removing gamification might have detrimental effects.

Furthermore, positive experiences from gamification on engagement and enjoyment were reported in all of the studies. The results hold important implications for crucial marketing metrics, that largely pertain to an increase in quality of the service and user activity.

Context matters, but don’t worry we can help!

Does it really work? the literature review suggests that, indeed, it does work. However, studies suggest that the context of the service might be an essential precedent for engaging gamification.

We provide you with an easy-to-use platform to create gamified experiences, that was created with the consumer needs and expectations in mind.

Implications for managers

What does it mean for your company? Don’t fall behind your competitors and provide an outstanding encounter for your buyers.

ODICCI can help you with adding a gamified layer to your core activity or assist you in customising your existing systems. Using our expert services you as well can create engaging and appealing content.

Related Blogs:

10 interactive Back to School experiences

According to RetailNet Back to school is the third largest seasonal shopping event in the UK. Parents collectively parting with almost £1 billion, a new study suggests.

“Back to school is a major shopping event for the nation’s retailers, beaten only by Black Friday and Christmas,”

Spending on back to school is being driven by rising inflation, the increased cost of children’s wear and stationery and a boost to the back-to-school population.

10 interactive experiences that will boost engagement!

Scratch to Win

The experience ensures that the interaction is fun to keep them playing. That means keeping the sales messaging light or even non-existent. First, give them something they love. The trust and confidence in your brand will follow.

School Wheel of Fortune

Spinning the wheel is an exceptional way to grab your audience attention. The interactive experience is to assist you to grow your email list, lead to capture and improve conversations.

The School Quiz

You can make quizzes use them to educate people about your products. You might run a quiz that people answer questions to reveal which of your products is the best fit for them.

Peel to Reveal

The fun and experience enable you to interact with your audience in a fun and exciting manner. The experience allows you to stand out and drive more revenue.

Memory Sunshine Game

The memory game can help you provide tangible value that will draw in lead and prospects. The experience will entice them into forging a more meaningful connection with your brand.

Gift Finder (Find the Uniform)

These types of experiences allow you to understand your audience’s preference in your products. The experience generates a report card, participants can compare their results to their peers.

School Swipe to Reveal

the swipe experience enables you to format and ask the audience in your audience about experiences with their children. Participants have to “swipe” left or right to answer your questions.

Sunny Pinball

The interactive experience is pure fun for your audience as the points rack up making it easy to focus on the game and lose track of everything else. The pinball experience is an exciting manner to improve loyalty, and also retention for your brand.

School Selfie Experience

The fun and interactive experience enable visitors to utilise your product contest in which your visitors will share the photo of their makeup.

Encourage your audience to vote for the most stunning makeup and reward the winner. An original way to promote your products and boost your customer engagement.

Related Blog Post:
10 Interactive Christmas experiences
10 Interactive Halloween experiences

10 interactive Christmas experiences

Do you hear any jingle bells ringing yet? Christmas is almost here, and it’s time to start preparing for your Christmas marketing campaigns! 

Christmas is one of the highest consumption’s times of the year, making it one of the busiest times of the year for marketers.  

Being such a celebrated time of year, 1 in 10 Brits begin their Christmas shopping as early as July. We did some research to find out how much Brits are spending on gifts over this holiday season (2019).

According to Finder, an average British adult will fork out £512.85 on gifts over the Christmas period. This means that overall the UK is planning to spend £26.9 billion on festive gifts this year. 

10 interactive experiences to boost engagement and increase your conversion rates!


Tap the Christmas Tree

Interactive fun games like spinning wheels are great at grabbing the consumers attention. The experience does not only help you grow your email list, improve conversions, lead capture, and reduce abandoned carts. 


Advent Calendar

The Advent Calendar is an online calendar with 24 doors, and behind each door, a prize awaits your audience. It can be a discount to your product, giveaways or use of your product. You can even include quizzes and other fun interactive experiences to gain more personalized information.

It helps to boost engagement on social media (you can share updates every day about what is hidden behind each door), it helps generate new leads and grow your email list, promotes your product and boost sales and easily captures key marketing insights.

Swipe The Snow Globe

The swipe experience permits you to interact with your audience in a fun and exciting manner. Capability to think outside of the box enables you to stand out and boosted revenue.

Gift finder

Who doesn’t struggle to find a gift for their mom, dad, sister, brother, or mother-in-law! There is always that one person you just can’t find a gift for. The product recommended is the virtue of a shopping assistant and could come in handy for your audience this Christmas.

The way it works is the customers is asked questions, such as who you are buying a gift for.

Let’s say you said ‘your mom’ the next question could be ‘Does she like to spend her time cooking, doing sports, or building things?’ with a couple of more follow-up questions, the client is led to some product suggestions that fit the answers.

What Christmas character are you? (Profiler)

Personality tests are really good to boost your social media engagement. People love to share their results. You could go for a classic one, asking ‘What Christmas Type are You?’ asking fun questions about how people behave or feel about Christmas.

The personalities given in the end could be adored Christmas characters: The Grinch, Rudolph The Red-Nosed Reindeer, and Jack Frost. Alternatively, you can create a Christmas themed personality test about something related to your branding or product.

Christmas Quiz

including a question about the company and a chance to win a prize. If you have more time, you can create a quiz with more questions with a Christmas theme. This fits with the general idea of the quiz, which is perfect, and led to a very strong conversion rate.


Santa’s Helper (Drop Game)

The purpose of the drop game is to introduce your audience to an interactive experience that will bring excitement. Making it easy to focus on the game and lose track of everything else. The Drop experience is an exciting manner to improve loyalty, increase conversions and retention for your brand.

Shake the Christmas Tree


The shake experience provides the perfect platform for interacting with your audience. The unique experience enables your audience to start their journey by associating your brand with fun engagements and this results in lifetime value customers.

Christmas Memory Game

Brands use games memory game feature as an extra tool to advertise their products and service. By the end of the game, the participants will have been exposed to the products quite a few times. The brand awareness of your company will be increased, and the audience will be able to differentiate your products from the competitors.


Christmas Wheel of Fortune

The Wheel of fortune experience allows you to interact with your audience in a fun and exciting manner. The experience will help you grow your email list, improve conversions, lead capture, and reduce abandoned carts.

Related Blog Post:
The Best Christmas Marketing Strategy?
10 interactive Black Friday experiences