Zero-Party Data: How to Leverage it in the Media & Entertainment Industry

Zero-Party Data: How to Leverage it in the Media & Entertainment Industry

The term “zero-party data” is getting more lip service in the media and entertainment industry, and for good reason. As more consumer privacy legislation is passed and with third-party cookies slated to disappear entirely, publishers are re-prioritizing first-party data and its more privacy-centric cousin, zero-party data.

Zero-party data, coined by Forrester Research, is also called explicit data, referring to the explicit choice of consumers to provide you with the data.

“Zero-party data is that which a customer intentionally and proactively shares with a brand. It can include preference center data, purchase intentions, personal context, and how the individual wants the brand to recognize [them].” – Forrester Research

Forrester’s Fatemeh Khatibloo, VP principal analyst, spoke recently with Resonate CEO Bryan Gernert on the topic:

“I remember talking to marketers about survey-based research 4 or 5 years ago, and they would go ‘why would you do survey-based research, that’s ridiculous, I have everything I need because I see what they do [through cookies],’ but that only gives you a slice of the picture, and you might not really know why they do what they do. I’ve definitely seen the last 2-3 years a shift back to zero-party data – asking, engaging, understanding at a human level.” – Bryan Gernert, CEO, Resonate
“The best zero-party data experiences that are really micro-experiences get 40-60% conversion. They  are increasingly well-designed and have very little friction. And once you get to those numbers of engagement, you really have enough data to start doing things like look-alike modeling, and have a picture of a customer that is invested in your brand, so you can actually start to do more with that data.” – Fatemeh Khatibloo, VP principal analyst, Forrester Research

Watch the full fireside chat to garner important lessons for the evolving privacy landscape.

How media and entertainment organizations can get more out of zero-party data

Zero-party data lays important groundwork for content relevance and advertising personalization, but it stops short of completing the picture of the people in your audience, and it is not scalable. Third-party data that is both privacy-safe and accurate must fill in the gaps. But as the industry leaves cookies and other data sources with questionable origins behind, how do you maintain balance between consumer privacy and deeply understanding your audience so you can deliver engaging media?

Resonate’s proprietary data set has been privacy-friendly from the beginning. Our double-opt-in National Consumer Study™ serves as the ground truth for our 13,000+ Resonate Elements — granular data points that drill down to consumer values, drivers, preferences, and habits — which are then scaled with AI to represent 230 million American adults and updated nightly. Media and entertainment organizations use our deep data to curate relevant content, optimize advertising revenue, and drive audience-focused strategy.

Our efforts to be more privacy-centric, and more effective, without cookies are well underway, with testing of our post-cookie solution already showing incredible results. We continue to enhance our leadership position by refining the already robust Resonate Identity Graph to encompass new identity forms. This gives us even more scale, higher precision, and better insights to drive your decision-making and ignite your growth.

Onboard your zero-, first-, or other third-party data into the Resonate Ignite Platform™ for a unified view of any audience segment you or your advertisers want to know more about. All of your data is now in one place and, on top of what you already know about your audience, you have instant access to real-time, granular insights. With data append, close the gaps in your zero-party data by exporting thousands of proprietary Resonate Elements into your own customer file. See the personal values and psychological drivers that drive your audiences’ decisions, find out where else they consume media, what brands they buy, what they look for in products, and much more. Plus, with custom research, the answers you can get about YOUR audience are always within reach.

Enrich your zero-party data with 13,000+ real-time, privacy-safe insights

Give your media producers and advertising salespeople access to data they can put to use today to drive more revenue for your organization. Request a demo.

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