Customer data that a consumer intentionally and proactively shares with a brand, such as quiz answers, preferences, survey responses, and wishlists.
Zero-party data is the highest-quality data a D2C brand can collect because it comes directly from customers expressing their preferences. Examples: product quiz results (skin type, fitness goals), gift registry items, style preferences, purchase intent surveys. Use zero-party data in Klaviyo to hyper-personalize flows and campaigns. Quizzes are the most scalable zero-party data collection mechanism for D2C brands.
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