zero-party data

For most of human history, most people lived in tight-knit communities where every interaction was inherently personalized. As city-states emerged and populations grew, personalized experiences remained the norm, and it’s only relatively recently that impersonal or anonymous exchanges became common. But because of our hardwired affinity for…

Conversion rate optimization (CRO) is such an important topic for today’s marketers that a Google search for the subject delivers an endless stream of results, with web companies big and small offering everything from short overviews to “ultimate” step-by-step guides. However, we believe almost all of these results overlook a crucial contributor…

Most companies today, no matter how big or small, compete in a truly global marketplace. As a result, the pressure is on marketers to understand their customers more deeply. This understanding is the basis for effective campaigns and great experiences that increase conversions, create loyalty, and — ultimately — foster long-lasting and valuable…

In a 2022 survey, McKinsey found that personalization can cut customer acquisition costs in half and increase marketing ROI by a third. In the same survey, 85% of customers say that knowing a company’s data privacy policy is important before making a purchase.  Consumers respond well to personalization and they want to be in control of what…