The Zero-Party Data Advantage: Connecting Opinions and Outcomes
summary
Defines zero-party observed data as survey answers plus intentionally shared behavioral tracking, and claims a 100% zero-party panel with no third-party aggregation. Describes technical defenses against fraud including biometric verification. Presents a Kroger case linking surveys to behavior: 1,800 baskets tracked, millions of events, and a surprising 20 percent cart abandonment insight that led to reminder emails. Offers API access and profiling tools to pull linked survey + behavioral datasets.
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chapters (11)
- 0:00Introduction and agenda
- 1:32State of market research industry
- 5:06What is zero party data
- 7:13Zero vs first vs second vs third party data
- 9:00Disco’s zero party audience platform
- 11:27Key benefits of zero party data
- 16:01Data quality and consumer trust
- 20:15Unlocking new insights with zero party data
- 20:59Kroger and 8451 case study
- 24:11Accessing zero party data via API
- 24:56Call to action and conclusion
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