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Thought Leadership & Enablement
April 14, 2022

2022: The Year of Zero-Party Data

Study shows 90% of marketing firms will capture zero-party data within one year.

Jenna Galletti
Content Marketing Specialist

Nearly all marketers (97%) agree that personalized digital experiences are foundational to power a successful marketing strategy. A new study finds 90% of marketers are actively responding to data deprecation by capturing zero-party data within one year.

The findings also revealed that 85% of marketing firm respondents said zero-party data is critical to creating effective personalized experiences.

However, while 82% of respondents said they have access to zero-party data, 42% admitted they don't know how to use it effectively. This means that marketers need both the solutions and strategies that enable them to acquire and effectively use zero-party data to achieve maximum results.

43% of respondents said they are using or plan to use zero-party data to learn who their customers are and create personalized experiences for them.

"Because zero-party data is entirely opt-in, brands need to open their minds to the multitude of ways they can inspire consumers to provide them with high-quality data."

-Jake Weatherly, CEO of SheerID who commissioned the study.

Speaking of personalization, Ortto brings the customer data platform, customer journey marketing, and customer journey analytics together to grow your SaaS business.

Ortto helps marketers personalize their communications unifies your data from marketing, sales, product, and support to help you create 1:1 connections with your customers. When all your data is in one place, you can see the customer journey end-to-end, and target personalized messaging based on your customer's behavior.

To read more about Ortto and content personalization, CLICK HERE.

Consider this your official invite to the Zero-Party Data Party. Ready to start collecting valuable zero-party data today? Click here to schedule a strategy call.

Read the full TechRepublic article here.

Jenna Galletti
Content Marketing Specialist

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