DDB’s Jatinder Singh on Zero Party Data and Personalization

Personal information provided by a customer to a business without requirement – think preference center or polls – is known as zero party data. Customers, or even subscribers, who provide this information are typically doing so because of their comfort, trust and loyalty to a business, and to have their interactions with that business be personalized on their own terms.

In this panel moderated by Response Labs, DDB NAM Chief Data Officer Jatinder Singh shares his views on:
• Zero-party data compared to other forms of data collected and utilized for personalization in marketing
• The role of customer loyalty in collecting zero party data
• Customer expectations versus reality with personalization
• The real value to a business when using personalization in marketing.

Watch here.

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