Zero-Party Data
Definition
Zero-party data are preferences and intentions that customers consciously communicate directly.
A marketing term for data that customers consciously and directly communicate to an organization regarding preferences or intentions.
Simply explained
You voluntarily tell a company what you want, such as your preferred size or which offers interest you.
Why it matters in practice
The term improves reliable access to data and knowledge as well as their usable linkage in digital systems.
Example from business
A shop voluntarily asks for size preference and explains purpose, modification, and deletion.
Limits and pitfalls
- Voluntariness, transparency, and revocation must be checked; information can become outdated and is not automatic consent for every purpose.
Origin & history
Forrester coined the term to distinguish it from observed first-party data.
Use in mid-sized companies
- Possible application: A shop voluntarily asks for size preference and explains purpose, modification, and deletion.
Frequently asked questions
What does voluntarily provided customer data (zero-party data) mean?
A marketing term for data that customers consciously and directly communicate to an organization regarding preferences or intentions. What should be considered? Voluntariness, transparency, and revocation must be checked; information can become outdated and is not automatic consent for every purpose.
Sources
- Zero-party data · Forrester, Zero-party data
Source checked on 10.10.2026. Editorial application examples are hypothetical; no evidence of real customer results.
Editorially reviewed on: