It is possible for marketers to know what customers intend to do or buy in the future by collecting data that is intentionally and proactively shared directly by the consumer. This class of declared data is called zero-party data and its rocket fuel for your marketing.

Zero-party Data 101 - Zero-party data is a form of self-reported data a consumer willingly and actively provides a brand in exchange, often for some sort of value, whether it might be a recommendation or a price. Instead of marketers “digging through the trash” trying to get personal information, they can simply ask their customers about their likes and dislikes. Richard explains zero-party data is being touted as the solution to that problem.