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How is zero-party data different from first-party data?
- Type
- Zero-party
- Where it comes from
- Shared intentionally by the customer
- Example
- “I have sensitive skin and prefer fragrance-free.”
- Type
- First-party
- Where it comes from
- Observed from interactions with your brand
- Example
- Pages viewed, purchase history
- Type
- Third-party
- Where it comes from
- Collected by others and bought or shared
- Example
- Audience segments from data brokers
| Type | Where it comes from | Example |
|---|---|---|
| Zero-party | Shared intentionally by the customer | “I have sensitive skin and prefer fragrance-free.” |
| First-party | Observed from interactions with your brand | Pages viewed, purchase history |
| Third-party | Collected by others and bought or shared | Audience segments from data brokers |
Why does it matter?
Zero-party data is accurate because it comes straight from the customer, and it’s collected with clear consent, which suits growing privacy expectations. It enables genuinely useful personalisation, recommending the right shade, size or routine, rather than guessing from browsing behaviour.
How do brands collect it?
- Product-finder quizzes and preference centres.
- Post-purchase surveys.
- Conversations, where shoppers naturally describe what they need.
Always explain why you’re asking, use the data only for that purpose, and make it easy for customers to update or remove it.
How Yep AI uses it
When shoppers tell a Yep AI Agent what they’re looking for, that context is used to recommend suitable, in-stock products in the conversation. Customer details are used only to serve that customer: see AI Agent Security.
