The death of third-party cookies has sent shockwaves through the ecommerce world. Google's phase-out of tracking cookies means brands can no longer rely on behavioral data collected across the web. But there's good news: zero-party data is emerging as a more powerful—and privacy-compliant—alternative.
What Is Zero-Party Data?
Zero-party data is information that customers intentionally and proactively share with your brand. Unlike first-party data (which you collect through observation) or third-party data (purchased from external sources), zero-party data comes directly from the customer in exchange for a better experience.
Types of Customer Data
Why Zero-Party Data Is More Valuable
Here's the thing about third-party data: it's inferred. We guess what people want based on their browsing behavior. But zero-party data is explicit. Customers tell you exactly what they need.
How to Collect Zero-Party Data
The key to collecting zero-party data is providing value in exchange. Customers will share information if they get something useful in return—like personalized recommendations, exclusive content, or a better shopping experience.
1Product Quizzes
The most effective method. Quizzes naturally ask for preferences while providing personalized recommendations. Octane AI customers see 42% average email opt-in rates from quizzes.
2Preference Centers
Let customers tell you their communication preferences, product interests, and how often they want to hear from you. This data powers more relevant email marketing.
3Interactive Pop-ups
Instead of generic "10% off" pop-ups, ask a quick question. "Are you shopping for yourself or a gift?" provides valuable segmentation data.
4Post-Purchase Surveys
After a purchase, ask about the buying experience and future needs. This helps with retention marketing and product development.
Pro Tip: The Value Exchange
The best zero-party data collection happens when customers feel they're getting more value than they're giving. A quiz that asks 6 questions but provides a perfectly personalized routine feels like a fair trade.
Putting Zero-Party Data to Work
Collecting zero-party data is only valuable if you use it. Here's how leading brands activate this data:
- Personalized email flows — Send product recommendations based on quiz answers, not generic bestsellers
- Dynamic website content — Show returning visitors products that match their stated preferences
- Smarter segmentation — Create Klaviyo segments based on skin type, style preferences, or goals
- Product development — Use aggregated preference data to inform new product decisions
- Reduced returns — When customers buy products matched to their needs, they keep them
The Bottom Line
As privacy regulations tighten and third-party cookies disappear, zero-party data isn't just a nice-to-have—it's becoming essential. Brands that invest in collecting and activating zero-party data today will have a significant competitive advantage tomorrow.
The best part? Customers actually prefer this approach. They'd rather share their preferences directly than be tracked across the internet. It's a win-win for privacy and personalization.