Zero-Party Data

The Basics of Consumer-Consented Data

March 31, 2023
Michaela Barriga

Ready to move on from third-party data? Learn how to go straight to the source with consumer-consented data.

To increase revenue with personalized marketing messaging, you need accurate customer data, and consumer-consented data may be your key!

Consumer-consented data is an umbrella term that covers any information that customers share intentionally, including zero-party data and first party data.

Zero-party data would include answers, preferences and personal information that a customer shares directly. As where first-party data is inferred behavioral data that a user agrees to share with an opt-in.

What better way to know your customers than asking them about themselves? Build the relationship and establish trust, then customize their experience to capitalize on this established bond. 

We’re here to cover the basics of consumer-consented data. The Digioh marketing platform is full of tools designed to collect and then converge data together to customize every site experience for your visitors.

This is the power of consumer-consented data.

Here’s what we’ll be covering today! Jump to a spot or read on:

What is Consumer-Consented Data?

Consumer-consented data is information your customers give you about themselves. That’s why it’s so extremely valuable – you’re not making guesses about who your customers are because they trust you enough to tell you who they are. This is different from other methods of collecting data, because users share this data intentionally—meaning it's the most accurate and compliant.

Consumer-consented data collects information directly from your customers. Here are a few ways we do this:

  • Quizzes
  • Surveys
  • Forms
  • Preference Centers
  • Anywhere where a customer is “opting in”

The data you can collect from products like this could be:

  • When is your birthday?
  • What brought you to our site?
  • What is your budget?
  • What are you looking for?
  • Who are you shopping for?
a product recommendation quiz that collects consumer consented data

Really, the possibilities are endless!

To collect and make the most of this consumer-consented data, place these experience strategically throughout the customer’s journey. Don’t bombard them as soon as they enter your site! Put yourself in your customers’ shoes: would you want to be approached by an employee as soon as you walk into a new store, following you around, asking questions and scribbling madly on their clipboard? 

Probably not…so why do we time pop-ups to display as soon as someone enters the site? To collect consumer-consented data, take a concierge approach and be ready to offer help when your site visitors need it. This is definitely an art, and every site may set up their strategy differently. 

But why put in the effort? Why should you care about collecting this data?

Why Should I Care About Consumer-Consented Data?

Recent developments have left customer data from third-party sources restricted and inaccessible or unreliable. One of the best ways brands are overcoming this data restriction is through consumer-consented data and going straight to the customer. 

This new way of collecting customer data and interacting with customers is better for both sides. Being known by a brand when you haven’t told them about you can be an eerie feeling – we may be getting used to it, but we all know that suspicious feeling that comes when an ad pops up for something you had only just *thought* about buying.

There is a trust that comes when someone agrees to give you their information. And with this trust comes a deeper buy-in to a customer’s relationship with your brand. When you use consumer-consented data, it’s like a friend saying “Hey, I remember you liked caramel macchiatos and I saw you were having a bad day, so I bought you one!”

Now that’s a better experience than a stranger tapping on your shoulder in a crowded street path, grinning, and saying, “I saw you buy caramel macchiatos a lot, so here’s a free one on me.”

Which experience would you rather have?

How Can I Capitalize on Consumer-Consented Data?

Our customers are increasing revenue just by adding consumer-consented data collection to their strategies. Take our friends at Andie. Andie specializes in gorgeous swimwear and works with every customer empathetically from the start to help them find the right size and style for them. To be more effective at this, they created a fit finder quiz with our Digioh team. 

Andie’s quiz helps them in two ways: first, they help customers find the right size and product, leading them to the sale immediately. But perhaps more importantly, they build a relationship with their customers and collect consumer-consented data. Once this data is collected, Andie integrates their Digioh quiz with Klaviyo, their email service provider, for future marketing efforts.

revenue growth with consumer consented data

By infusing consumer-consented data with their email marketing, Andie experienced a 55% YoY growth in revenue. In less than a year, they drove $70k in revenue just from leveraging quiz data into their marketing emails.

What could you experience by leveraging consumer-consented data in your marketing?

Collect and Converge to Convert with Consumer-Consented Data

To get started and execute well, you need a technology partner who:

  1. Has the custom tools to collect data effectively and on brand
  2. Integrates with the marketing tools you use so all collected data is usable

Don’t just add consumer-consented data to your strategy. Do it well! The right technology partner will make every form or quiz flow seamlessly with your website and automatically pass all data to your marketing tools so you can put it to good use.

Do you have questions about consumer-consented data? We’d love to hear them! Send us a message or book a demo today.

Michaela Barriga
Content & Partner Marketing Manager
Michaela is Digioh’s Content & Partner Marketing Manager and oversees all things content and partner connection. With a passion for helping businesses grow stronger through organization and authentic connection, Michaela has worked with small and large businesses in copywriting, content creation, and project organization. She currently resides in Austin, Texas with her husband and their 2 black lab mixes.

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