By Mathieu Yarak, Group Senior Director – Data & Insights at Choueiri Group
Businesses are increasingly recognising the importance of data in making informed decisions about their target audiences and preferences as the world of digital marketing evolves.
Companies are exploring new methods of data collection, however, with growing concerns about data privacy and ad-blocking software.
Marketing professionals are turning their attention to zero-party data as one solution that is gaining traction.
A zero-party data set is information consumers freely and proactively share with brands or any other party using various survey techniques. ‘Zero-party’ means consumers initiate data sharing without being rewarded or incentivised.
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