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Zero-Party Data: The End of Cookies & How to Ask Customers for Insights Ethically
For over two decades, cookies have quietly powered digital marketing.
Not the chocolate chip kind—but the tiny files websites use to track what you do online. They help marketers serve targeted ads, personalize experiences, and retarget you across the web.
The problem? Most of us never really agreed to that level of tracking. And over time, it started to feel more intrusive than helpful.
Now, with privacy rules tightening and Google finally phasing out third-party cookies in 2024, marketers are at a crossroads.
So how do we learn about our customers—without following them around the internet?
That’s where zero-party data comes in.
This is data people choose to share with you—through a quiz, survey, or preference center. It’s upfront, honest, and based on consent. Think of it like starting a conversation instead of eavesdropping.
Some brands are already doing this really well:
👉 Yelp asks users about their dining preferences—like whether they want vegan options or outdoor seating—to personalize recommendations. No tracking needed.
👉 Olive & June offers a fun nail quiz to understand each customer’s style and suggest products that match.
👉 Sephora invites loyalty members to build a beauty profile by sharing skin type and makeup preferences—so they can offer curated picks.
One great example of this in action?
Mecca, an Australian beauty retailer, wanted to avoid blasting out the same old Mother’s Day emails.
Instead, they launched a short quiz asking:
“What’s her style?”
What’s your budget?
Customers got thoughtful, personalized gift suggestions. Mecca got valuable insights—shared willingly.
The results? Higher engagement, fewer unsubscribes, and useful data they didn’t have to sneak around to get.
Instead of asking for data with a long form or pop-up, here’s how you can invite customers to share insights—in a way that feels natural and respectful:
🔹 Be transparent – Let people know why you’re asking.
🔹 Offer value – Whether it’s better recommendations, a discount, or early access, give them a reason to share.
🔹 Keep it simple – A short, thoughtful interaction beats a 10-question form any day.
The end of cookies isn’t the end of personalized marketing.
It’s just a chance to do it better—with trust, transparency, and real conversations.
hashtag#ZeroPartyData #CustomerInsights #EthicalMarketing #DataPrivacy #CookielessFuture
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