Fetch at Brandweek: How zero-party data helps brands maintain signal
By Cass Balzer
October 21, 2023
As consumer behaviors evolve and regulations transform, there is a critical demand for ethical and innovative data practices.
Earlier this month, Fetch Vice President of Data Partnerships Virginia Marsh spoke with Snowflake Industry Principal Prabhath Nanisetty to shed light on the evolving landscape of consumer data – as well as its impact on marketing strategies.
The two led an engaging session that explored the significance of zero-party data, its distinctions from first-party data and the pivotal role of data clean rooms in enhancing marketing effectiveness. Here are our five key takeaways from the session.
Data Clean Rooms: Explained
1. Zero-party data is essential
The session emphasized the crucial differences between zero-party data and first-party data. Marsh highlighted that both are collected directly from consumers with their explicit consent, but that there is an important distinction. “They’re actively providing their data because they know what you’re doing with it, and they’re giving you their data for that purpose,” she explained.
2. Upcoming regulations will seed privacy challenges
Nanisetty drew attention to the rapidly changing privacy landscape, with upcoming regulations and changes like Google’s depreciation of the third-party cookie. Many organizations are still unprepared for these shifts, emphasizing the need for robust first-party data strategies.
3. Data clean rooms provide a privacy solution
Both Marsh and Nanisetty touched on the importance of data clean rooms as a collaborative tool for organizations. Clean rooms enable entities with different datasets, such as Fetch and a brand partner, to collaborate without revealing underlying personally identifiable information (PII). Queries and code can then join and analyze the data, providing aggregated and action-oriented insights.
4. Data privacy can enhance audience engagement
The workshop emphasized that zero-party data can significantly enhance audience engagement and drive purchasing decisions. Detailed insights into user behavior, including purchase patterns, can be obtained without exposing PII.
Data clean rooms can also activate audiences. Brands can create specific segments and expand them to millions of similar households – all within the secure environment of a clean room.
5. Fetch provides a key to the privacy-centric future
Both Marsh and Nanisetty invoked Fetch as an example of an organization taking an innovative approach to data. Shoppers are incentivized to submit receipts digitally or by snapping a photo in order to earn rewards for their purchases. The app gamifies purchasing behavior, encourages brand interaction and provides other engagement-oriented features, like a social leaderboard.
Fetch also has a distinct advantage. Fetch provides comprehensive information about user purchases, including what was bought, the daypart, the payment method, location and spending amount. This detailed line-item receipt data offers valuable insights for marketers.
Marsh and Nanisetty provided attendees with a deep understanding of the importance of zero-party data and its role in shaping marketing strategies. In an era where data is both the foundation and moral compass of modern marketing, understanding the intricacies of zero-party data, consent and privacy isn’t just an option – it’s an imperative.
Is your brand ready to tap into the power of zero-party data? Get in touch with the Fetch for Business team to learn more.
Cass Balzer is a Content Marketing Manager at Fetch. As a former journalist, she sees narrative structure as a powerful tool for both understanding consumer behavior and driving conversions.