Brands are now integrating microexperiences that ask customers to participate in short, simple interactions that ask them to volunteer a few bits of personal information, in context, in exchange for clear value.
This data is referred to as zero-party data, which Forrester defines as:
Data that a customer intentionally and proactively shares with a brand. It can include preference center data, purchase intentions, personal context, and how the individual wants to be recognized by the brand.
In this webinar, you’ll learn why zero-party data is so important for brands as we explore the concept of microexperiences and how to: