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<li id="menu-item-2510" class="extra-margin menu-item menu-item-type-post_type menu-item-object-products_posts"><a href="https://meetmarigold.com/product/marigold-liveclicker/">Marigold Liveclicker<span class="sub">Personalization at the time of open that takes your campaigns to new levels of performance.</span></a></li> <li id="menu-item-2509" class="extra-margin menu-item menu-item-type-post_type menu-item-object-products_posts"><a href="https://meetmarigold.com/product/marigold-loyalty/">Marigold Loyalty<span class="sub">Timely, relevant, and valuable interactions that drive continued brand loyalty.</span></a></li> <li id="menu-item-5715" class="extra-margin menu-item menu-item-type-post_type menu-item-object-products_posts"><a href="https://meetmarigold.com/product/vuture-by-marigold/">Vuture by Marigold<span class="sub">Exceptional client experiences for professional services.</span></a></li> </ul> </li> </ul> </li> </ul> </li> <li id="menu-item-345" class="dropdown 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help transform businesses.</span></a></li> <li id="menu-item-4691" class="nav-text-link-with-arrow menu-item menu-item-type-custom menu-item-object-custom"><a href="https://meetmarigold.com/resources/?type%5B%5D=56">LEARN MORE<span class="sub"></span></a></li> </ul> </li> </ul> </li> </ul> </li> <li id="menu-item-5170" class="dropdown-third menu-item menu-item-type-custom menu-item-object-custom"><a href="/resources/?type%5B%5D=56">Case Studies<span class="sub"></span></a></li> <li id="menu-item-2758" class="resources-hub-menu menu-item menu-item-type-post_type menu-item-object-page menu-item-has-children"><a href="https://meetmarigold.com/resources/">Resources<span class="sub"></span></a> <ul class="sub-menu"> <li id="menu-item-2986" class="empty third third-image image-side menu-item menu-item-type-custom menu-item-object-custom menu-item-has-children"><a href="#">COLUMN 1<span class="sub"></span></a> <ul class="sub-menu"> <li id="menu-item-5136" class="no-link heading menu-item menu-item-type-custom menu-item-object-custom menu-item-has-children"><a href="#">Get the new Marigold Relationship Marketing Trends: Brand Rankings Report.<span class="sub"></span></a> <ul class="sub-menu"> <li id="menu-item-5137" class="hidden-title menu-item menu-item-type-custom menu-item-object-custom"><a href="https://go.meetmarigold.com/relationship-marketing-trends/get-report">blank<span class="sub">Our new report surveyed 20,000 consumers to rank 200 brands on what matters most in building meaningful customer relationships.</span></a></li> <li id="menu-item-5190" class="nav-text-link-with-arrow menu-item menu-item-type-custom menu-item-object-custom"><a target="_blank" href="https://go.meetmarigold.com/relationship-marketing-trends/get-report">READ MORE<span class="sub"></span></a></li> </ul> </li> </ul> </li> <li id="menu-item-4834" class="empty second menu-item menu-item-type-custom menu-item-object-custom menu-item-has-children"><a href="#">COLUMN 2<span 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"https://schema.org/", "@type": "Service", "name": "Zero-Party Data Acquisition for Customer Privacy | Marigold", "description": "By using interactive experiences to acquire zero-party data, you can capture customer interests and use those preferences to send personalized campaigns.", "serviceType": "Zero-Party Data", "offers": { "@type": "Offer", "availability": "InStock" }, "mainEntityOfPage": { "@type": "WebPage", "@id": "https://meetmarigold.com/zero-party-data/" } } </script> <div class="full-overview-section">  <div class="hero-left-right-green"> <div class="home-hero container"> <div class="columns"> <div class="column text-side"> <h5>ENRICH CUSTOMER DATA</h5> <div class="force-wysiwyg-headline"><h1>Marigold’s Zero-Party Data Approach for Enhanced Privacy</h1> </div> <p>Trust is hard to earn and easy to lose. The old way of marketing relied heavily on third-party data and tracking cookies to acquire and target customers with emails and promotions. However, consumers never actually shared that information directly with the brand. People know the value of their personal information and are not going to hand it over without receiving something in return. Marketers know this as the value exchange.</p> </div> <div class="column col-2 right-image"> <div class="relative"> <img fetchpriority="high" class="right-img-size " src="https://meetmarigold.com/wp-content/uploads/2023/08/ZPD_hero-1.png" alt=""> </div> </div> </div> </div> </div>   <section class="section three-column-content three-col-data-icon content-tabs has-more-info pb-"> <section class="pb-half"> <div class="container"> <div class="columns"> <div class="column"> <div class="force-wysiwyg-headline">Consumers want privacy and personalization.</div> <p class="intro-description full-width">Not all data types are created equally. Third-party data is problematic because information is collected and compiled by outside vendors and then purchased or licensed by a brand. This outdated strategy carries significant privacy and compliance risk for marketers.</p> </div> </div> </div> </section> <div class="container"> <div class="columns data-columns active">   <div class="column data-icon-item"> <img src="https://meetmarigold.com/wp-content/uploads/2023/08/frustration-02-small.png" alt=""> <p class="heading-data counter"><span class="count" data-count="35">0</span>%</p> <p class="more-info"><strong>of consumers felt frustrated when they received a message based on information they hadn’t shared directly with a brand.</strong></p> <div class="source-cite"><p>Marigold 2023 Consumer Trends Index</p> </div> </div> <div class="column data-icon-item"> <img src="https://meetmarigold.com/wp-content/uploads/2023/08/responsible-04-copy.png" alt=""> <p class="heading-data counter"><span class="count" data-count="82">0</span>%</p> <p class="more-info"><strong>of consumers favor brands who treat their data responsibility – an 11% increase from 2022.</strong></p> <div class="source-cite"><p>Marigold 2023 Consumer Trends Index</p> </div> </div> <div class="column data-icon-item"> <img src="https://meetmarigold.com/wp-content/uploads/2023/08/sharing-01-copy.png" alt=""> <p class="heading-data counter"><span class="count" data-count="70%">0</span>%</p> <p class="more-info"><strong>of consumers are willing to share their hobbies and interests with brands in exchange for better service or value.</strong></p> <div class="source-cite"><p>Marigold 2023 Consumer Trends Index</p> </div> </div>   </div> </div> </section>  <section class="intro-heads pb-half pt-default"> <div class="container"> <div class="column"> <div class="force-wysiwyg-headline"><p><span data-sheets-value="{"1":2,"2":"How Relationship Markeitng Works"}" data-sheets-userformat="{"2":4995,"3":{"1":0},"4":{"1":2,"2":13421772},"10":2,"11":4,"12":0,"15":"Arial"}">A Guide to Zero-Party Data</span></p> </div> <p>Zero-party data collection happens when a person intentionally shares their personal information with a brand because they know they will get value from the exchange. It allows brands to build direct relationships with consumers, and in turn, better personalize their marketing efforts, services, offers and product recommendations.</p> </div> </div> </section> <section class="image-text-repeating section"> <section class="image-text-left-right pb-default bg-white "> <a name=""></a> <div class="container"> <div class="columns dir-right"> <div class="column image-side relative"> <div class="relative"> <img src="https://meetmarigold.com/wp-content/uploads/2023/08/ZPD-01-768x768.png" class="img-responsive" width="768" height="768" alt="" loading="lazy"> </div> </div> <div class="column text-side"> <h3>Mutually valuable zero-party data acquisition</h3> <div class="wysiwyg bigger"><p><span style="font-weight: 400;">Consumers aren’t just offering up information – they need to be enticed. Marketers have turned to zero-party data solutions to create interactive experiences that are easy, transparent and valuable. These experiences prompt the subscriber to think about and share their preferences in a fun and engaging way in return for a more personalized experience from the brand.</span></p> </div> </div> </div> </div> </section> <section class="image-text-left-right pb-default bg-white "> <a name=""></a> <div class="container"> <div class="columns dir-right"> <div class="column image-side relative"> <div class="relative"> <img src="https://meetmarigold.com/wp-content/uploads/2023/08/ZPD-02-768x768.png" class="img-responsive" width="768" height="768" alt="" loading="lazy"> </div> </div> <div class="column text-side"> <h3>Engaging ways to capture interests and preferences </h3> <div class="wysiwyg bigger"><p><span style="font-weight: 400;">Questionnaires, polls, quizzes, sweepstakes, product pickers, and social stories are a few ways brands creatively collect individual preference data. Marketers can serve up personalized recommendations for content, products, and services based on interests shared. This takes the guesswork out of campaign planning and allows brands to roll out engaging, interactive ways to get to know their subscribers and customers better.</span></p> </div> </div> </div> </div> </section> <section class="image-text-left-right pb-default bg-white "> <a name=""></a> <div class="container"> <div class="columns dir-right"> <div class="column image-side relative"> <div class="relative"> <img src="https://meetmarigold.com/wp-content/uploads/2023/08/ZPD-03-768x768.png" class="img-responsive" width="768" height="768" alt="" loading="lazy"> </div> </div> <div class="column text-side"> <h3>Personalize your marketing campaigns </h3> <div class="wysiwyg bigger"><div class="page" title="Page 9"> <div class="section"> <div class="layoutArea"> <div class="column"> <p><span style="font-weight: 400;">There is science behind information sharing. Consumers will share their personal, psychographic and behavioral data in return for unlocking content, personalized recommendations, to feel part of a brand’s community, social kudos, and for early or exclusive access to products and services. Using this data, you can create personalized messages and offers you know your customers like. The result? Increased engagement, happier customers, stronger consumer trust, and an increase in subscriptions, conversions and marketing-generated revenue.</span></p> </div> </div> </div> </div> </div> </div> </div> </div> </section> <section data-wpr-lazyrender="1" class="image-text-left-right pb-default bg-white "> <a name=""></a> <div class="container"> <div class="columns dir-right"> <div class="column image-side relative"> <div class="relative"> <img src="https://meetmarigold.com/wp-content/uploads/2023/08/ZPD-04-768x768.png" class="img-responsive" width="768" height="768" alt="" loading="lazy"> </div> </div> <div class="column text-side"> <h3>Consumer data and privacy concerns </h3> <div class="wysiwyg bigger"><div class="page" title="Page 30"> <div class="layoutArea"> <div class="column"> <p><span style="font-weight: 400;">Marketers need to make privacy a priority and build consumer confidence in how this data is used. That means collecting only the data required to deliver better personalized experiences and that which a consumer is happy to share with you. Our research shows, 45% of consumers have installed ad blocking technology and 51% of consumers enact privacy mode on their internet browser. Zero-party data collection puts everyone’s mind at ease because customers have willingly shared their preferences with your brand.</span></p> </div> </div> </div> </div> </div> </div> </div> </section> </section>   </div> <div id="variable-modal" class="modal" aria-hidden="true" aria-describedby="variable-modal-content"> <div class="modal-overlay close-modal"></div> <div class="modal-container relative"> <div class="text-right close-modal close-modal-container"> <button>  <svg class="close-modal" role="img" width="50" height="50" viewBox="0 0 50 50" fill="none" xmlns="http://www.w3.org/2000/svg"> <title>Close Modal</title> <g id="Group 238"> <circle id="Ellipse 26" cx="25" cy="25" r="25" fill="#fb715b" /> <g id="Group 237"> <g id="Group 236"> <path id="Vector" d="M16 16L34 34" stroke="#FFFFFA" stroke-width="2" stroke-miterlimit="10" stroke-linecap="round" /> <path id="Vector_2" d="M34 16L16 34" stroke="#FFFFFA" stroke-width="2" stroke-miterlimit="10" stroke-linecap="round" /> </g> </g> 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