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MarTech Podcast ™ // Marketing + Technology = Business Growth
Why Prioritizing Zero-Party Data Will Be Integral To Marketing
May 27, 2024
Christian Ward, EVP and Chief Data Officer at Yext, discusses the importance of zero-party data in marketing. He emphasizes how consumers willingly provide data for personalized experiences and the role of AI in enhancing interactions. The podcast explores the evolution of B2B websites with chatbots and the use of large language models for tailored marketing strategies. It also highlights the collaboration of zero-party data with first and third-party data for advertising optimization.
24:32
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Quick takeaways
- Zero-party data enhances personalization through voluntary consumer input.
- Large language models improve customer interactions by guiding conversations and prompting responses.
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Importance of Zero-Party Data in Marketing
Zero-party data, freely given by consumers to customize their journey, stands out from third-party and first-party data. Consumers provide this information voluntarily, like responses in search bars or chats, mirroring human interactions in stores. Unlike intrusive surveillance methods, zero-party data offers a fair value exchange and enhances personalized marketing strategies.
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