What is Zero-Party Data?
Zero-party data is information that customers intentionally and proactively share with your brand. Think preferences, needs, purchase intent, and personal context—shared directly through quizzes, surveys, and polls.
How Data Types Compare
Not all data is created equal. Understanding the differences helps you build a smarter data strategy.
| Data Type | Relationship | Consent | Data Type | Accuracy | Sharing | Examples |
|---|---|---|---|---|---|---|
| First-Party Data | Direct relationship with customer | Collected with consent | Individual behavior | High accuracy | Not shared | Purchase historyPhone numberLoyalty activity |
| Second-Party Data | Indirect via trusted partner | Collected with consent | Individual behavior | Medium accuracy | Shared with partners | Social media profilesWebsite activityProduct reviews |
| Third-Party Data | Indirect via external sources | Often unclear | Aggregated, modeled | Low accuracy | Shared widely | Device graphsIncome estimatesAge |
| Zero-Party Data | Direct, proactive relationship | Voluntarily shared | Declared preferences | High accuracy | Not shared | Product preferencesLifestyle attributesPain points |
First-Party Data
Direct relationship with customer
Collected with consent
High
Not shared
Second-Party Data
Indirect via trusted partner
Collected with consent
Medium
Shared with partners
Third-Party Data
Indirect via external sources
Often unclear
Low
Shared widely
Zero-Party Data
Direct, proactive relationship
Voluntarily shared
High
Not shared
The Key Difference
Unlike other data types that are observed or inferred, zero-party data is explicitly shared by the customer. They're telling you exactly what they want—no guesswork, no privacy concerns, no compliance headaches.
Why Zero-Party Data Matters
As third-party cookies fade and privacy regulations tighten, zero-party data becomes your competitive advantage.
Enhanced Personalization
Turn preference data into personalized journeys across your site, email, and SMS campaigns.
Increased Trust & Transparency
Give customers control over what they share—build stronger, consent-based relationships.
Improved Compliance
Zero-party data makes GDPR, CPRA, and other privacy requirements easier to manage.
Higher Engagement & Conversion
More relevant experiences drive more revenue. Personalized content converts better.
Reduced Reliance on Third-Party Cookies
Third-party data is fading fast. Zero-party data is your future-proof, owned solution.
How TapLoop Collects Zero-Party Data
TapLoop makes collecting zero-party data effortless with one-click email polls.
Ask a Question
Create a simple poll asking about preferences, interests, or needs.
Embed in Email
Copy the HTML into your email. Subscribers click once to respond.
Build Profiles
Responses automatically tag contacts and build rich preference profiles.
The result?
You get 15-42% response rates (vs 2-5% for survey links) because there's no form to fill out—just a single click. Over time, you build a rich profile of each subscriber's preferences, pain points, and interests.
Start Collecting Zero-Party Data Today
Stop guessing what your customers want. Let them tell you directly with TapLoop polls.