Signals Japan

Zero-Party Data to Strengthen Customer Relationships in the Post-Cookie Era


As Google plans to eradicate third-party cookies, following Mozilla and Safari’s lead, marketers and advertisers are frantically looking for new and innovative ways to connect with consumers in the post-cookie era. The future of marketing to individuals with relevance, and weaning one’s-self off cookie tracking is about asking them about their interests, motivations and desires, rather than inferring or snooping on them. This is zero-party data. Forrester defines it as: “a class of data that a customer intentionally and proactively shares with a brand, which can include preference data, purchase intentions, personal context, and how the individual wants the brand to recognize her.” This session will furnish you with the knowledge to collect zero-party scale at scale and strengthen customer relationships.