# Strategies for gathering zero-party data in customer marketing

**Author**  
Lauren Saalmuller  
Content Marketing Lead

## Table of contents  
- [What is zero-party data?](https://www.simon.ai/blog-posts/zero-party-data-customer-marketing#what-is-zero-party-data)  
- [Why is zero-party data important to customer marketers?](https://www.simon.ai/blog-posts/zero-party-data-customer-marketing#why-is-zero-party-data-important-to-customer-marketers)  
- [How to collect zero-party data](https://www.simon.ai/blog-posts/zero-party-data-customer-marketing#how-to-collect-zero-party-data)  
  
## **What is zero-party data?**  
**Zero-party data** is any customer data that your customer knowingly and voluntarily chooses to share directly with you. It’s not something that you collect in the background or that you purchase from a data broker. It’s something that a customer opts to share.  
  
Examples of zero-party data include a customer’s:  
- Name (first, last)  
- Contact information (phone, email)  
- Location  
- Date of birth / age  
- Gender  
- Budget / income  
- Job title  
- Interests / likes  
- Etc.  
  
Zero-party data is also sometimes known as **explicit data**; because the customer is telling you something directly, there’s no need to make assumptions about what the data might mean.

## **Why is zero-party data important to customer marketers?**  
In the past, customer data strategies relied heavily on cookies and other forms of third-party data. A zero-party data strategy offers businesses a means of understanding their customers without having to rely on partners.  
Some of the other benefits that zero-party data provides include:  
- **It’s easier to trust:** Customers are more likely to share accurate information because they choose to do so.
- **It’s explicit:** There’s no need for assumptions, leading to clearer insights.
- **It’s more likely to be accurate:** Managed internally, this data is often more dependable.

## **How to collect zero-party data**  
### 1. Make it an exchange  
Offer customers value in exchange for their data, such as better product recommendations or discounts.

### 2. Get creative  
Consider multiple ways to solicit information:  
- Polls and surveys  
- Interactive quizzes  
- Beta testing opportunities  
  
### 3. Pair it with first-party data  
Use zero-party data alongside first-party data for a fuller customer profile.

### 4. Don’t abuse it  
Maintain trust by protecting and valuing customer data, avoiding overreach in data usage.

## **How a CDP enables your zero-party data strategy**  
Combine zero-party data with first-, second-, and third-party data using a Customer Data Platform (CDP) to generate comprehensive insights on customer behavior.

Ready to start collecting and leveraging zero-party customer data? Take a look at our [CDP Buyer’s Guide](/content/guides/the-complete-cdp-buyers-guide/index.html) to learn more.