Zero-party data & web3

#Zero-party data is the dream of every #CMO.
But let’s be honest, a painful one.

The term, invented by Forrester in 2020, refers to data that #customers intentionally & proactively share with a #brand.
It seems to be the new eldorado of #marketing.
Or is it?

The need for zero data was born from the conjunction of 3 factors:
- #Consumers become increasingly #privacy-aware.
- Tech #brands keep reinforcing privacy protections (cookie-less browser, cross-app tracking)
- #States pass more and more privacy rules like #GDPR.
🎉 So of course, when a visitor willingly expresses exactly what (s)he wants, that’s a breeze for the brand. It’s the power of zero-party data, (as opposed to first-party data coming through cookies)

But zero-party data comes with a few problems:
⚠️High risk of data #breach, due to website owners being forced to store super valuable data
⚠️Data painful & long to gather, as it’s done mostly through #surveys or #quizzes.

🎉 The good news is that #web3 & #NFT can help!
💪 No risk of #breach thanks to data being held by the owner. The website will just ping the user’s wallet.
🔐 Behaviour data is stored on the wallet, working the same way as a cookie. But the user is free either to delete part/all of it or create a new wallet to become anonymous again. So brands needs to constantly offer more than they ask for!

🫶As we said in a previous post, 74% of web users say that personal data profiling used to curate #experience is a positive thing (source Accenture).

✅ Visit https://crmbynft.com to get some ideas on how to use NFTs in your #CRM framework