What Zero Party data points should I be collecting? 9 questions to ask

This post was created based on a Linkedin Post from Josh Tay.

Every expert is talking about Zero Party Data and how it can be exploited to increase marketing revenue, engagement, retention and every other metric that is not mentioned.

… is the most common question I get asked.

“How and where should I use the data?”

… is what no one asks enough.

– product page
– landing page
– ad creative
– ad targeting
– ad copy
– welcome flow
– abandonment flows
– winback flow
– campaign segmentation

Josh Tay

So what are the questions to ask?

You can ask about many things that would relate to the business. Also consider questions based on user position in the customer journey.

Questions about product usage:

• how are they looking to use a product or where

Questions about age or gender (demographics)

• what’s your age range
• what is your birthday
• what astrologic sign are you

Questions about purchase timeline:

• when are you looking to buy

Questions about purchase driver / reasons:

• why are you buying this
• what features matter most
• what is the most important about this item

Question about user:

• who are you buying this for
• what’s the reasoning behind buying this: gift, personal use

Questions about product type (filter out products)

• what type of product are you interested in
• what colors do you prefer
• what size would be best for you

Questions about expectations

• what is most important in choosing this type of product
• what’s your feeling about using this

Questions about goals/concerns

• what’s your concern about this
• have you bought this before?

Questions about experience:

• what’s your experience with do it yourself

How to collect Zero Party Data

To collect zero-party data:

1. Surveys & Quizzes: Ask customers directly through surveys, quizzes, or preference centers.
2. Personalization Options: Offer customization options where users willingly share their preferences.
3. Interactive Content: Use polls, interactive content, and assessments to gather insights.
4. Loyalty Programs: Encourage users to provide data in exchange for rewards or better experiences.
5. Onboarding: Collect data during the user sign-up or onboarding process.
6. Feedback Forms: Ask for specific feedback on products or services.

Vibetrace CX Platform offers all these ways to collect more data to use in advanced customer segmentation for your marketing campaigns.