What Is Zero-Party Data?
Zero-party data is information a customer intentionally and proactively shares with a brand — their preferences, interests, and purchase intentions — rather than data inferred from their behaviour.
It is different from first-party data, which you observe from your own interactions with someone, such as the pages they visit or the purchases they make. Zero-party data is volunteered, so it is more accurate, easier to act on, and collected with clear consent — which matters as third-party tracking keeps degrading.
The cleanest way to collect it is to ask at a moment when people are happy to answer. A giveaway is one of those moments: entrants will share preferences in exchange for a chance to win. With Gleam you can gather zero-party data using the Question Action and by adding custom fields to the entry form, then use those answers to segment your audience and personalise your follow-up.
