Voice

Marketers Need to Get Subconscious With Their Data

If zero-party data is 'the new oil,' subzero-party data is the oil well

Illustration of diagonal rows of oil wells on a yellow background — As powerful as zero-party data can be, there's already a better option.bortonia/Getty Images

With industries and legal systems increasingly siding with users when it comes to control over their personal data and how it’s shared, the spotlight on zero-party data has only intensified.

Recently deemed by Forbes as “the new oil,” zero-party data is defined by Forrester as “data that a customer intentionally and proactively shares with a brand.” This contrasts with data that is collected and shared on an individual’s behalf. Inherently self-reported information, zero-party data boasts value beyond first- and third-party data because it can include non-observable information like emotions, sentiment and verified intent. 

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