CMO: Zero party data: What on earth is it and why do marketers need it?

“If you’ve been around the marketing traps for the last year, you may have heard of ‘Zero Party Data’. However, you may be unclear as to what it actually is. It is a fancy way of saying first-party data? Is it is different kind of data altogether? Are we not already inundated with too much data? How many more data categories do we really need as marketers? The trick to understanding what Zero Party Data is lies within two words: Privacy and value.”


CMO takes a look at exactly what zero party data is and spoke with Kantar Australia’s Consulting Director Analytics Jarrod Payne.

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