With all the different types of data marketers are able to utilize – first-party, second-party, third-party – we seem to be missing what we should be focusing on, namely the customer as an individual. Even with the relatively new term “zero-party data”, we’re heading in the right direction, but still overlooking how marketers should be building value exchanges to actually EARN their customers’ data.
We knew we were on to something. So 3radical commissioned TheCustomer to further explore the effectiveness of earned data. This paper provides an objective view into the engagement mechanics and the value of the data they produce.