How to prepare for a cookieless future

WORKSHOP

What is the cookieless future?

​

What is zero-party data and why should I care?

​

How can I use zero-party data?

​

How can Typeform help?

​

Best practices

​

Q&A

AGENDA

Introduction

Kevin Branscum

Senior Director,

Brand Marketing & Media

​

• Has 10+ years of B2C and B2B marketing experience.

​

Nina Kamaruddin

Senior Product �Marketing Manager

​

• Has 4+ years of experience in market and customer research.

What is the cookieless future?

How to prepare for a cookieless future

What is the cookieless future?

So, a cookieless future is a third-party cookieless future

“

What is the cookieless future?

The privacy-personalization paradox

40% of Americans don’t believe companies will ethically use the data they’ve collected

86% say their data privacy is a growing concern for them

…. but 71% of customers expect brands to personalize their experience

​

What challenges do we face?

What’s happening now

​

• On January 4, 2024, Google deprecated cookies for 1% of users and is planning to ramp up to 100% by Q4 �
• According to Marketing Week:�
• Three-quarters (75%) of marketers still rely heavily on third-party cookies, according to an Adobe study
• 45% still spend at least half their budget on campaigns and other activations based on them.
• 16% said the deprecation of the third-party cookie will “devastate” their business

What is zero-party data and why should I care?

How to prepare for a cookieless future

What is zero-party data and why should I care?

There are four types of customer data

​

​

​

Third-party: �Comes from data sets aggregated and sold without the customers’ knowledge or sometimes consent.

Second-party: Comes from a trusted partner like Google, Facebook, or another platform you may be partnering with.

​

First-party: �Comes from your customers’ behavioral actions - like web activity, demographic data, email, sales interactions, and purchase history.

Zero-party:

Comes directly from your customers via quizzes, customer surveys, polls, etc.

​

What is zero-party data and why should I care?

The most valuable kinds of zero-party data

​

• Contact information
• Voice of customer data
• Testimonials
• Feedback

​

​

​

What is zero-party data and why should I care?

Zero-party data is becoming increasingly relevant

​

• Aggregated data and third-party cookies are on their way out
• Zero-party data is increasingly becoming the star with forms, quizzes, and surveys that make collecting data simple and transparent
• However, personalization is only possible when companies have data-rich customer profiles

​

​

What is zero-party data and why should I care?

Collecting zero-party data is a win-win situation

​

• Zero-party data is information your customers share with you willingly
• It’s also the most accurate form of data since it comes straight from the source, rather than the assumptions based on demographics, behaviors, and observation
• When you give your customers the choice to share their personal information, you’re not only building trust with them, but also increasing your chances of providing them with content that really speaks to them
• That means privacy plus personalization

​

​

​

​

How can I use zero-party data?

How to prepare for a cookieless future

How can I use zero-party data?

1. The first step is to engage with your customers directly to get zero-party data

​

This can be done by having them: �

• Fill out a form
• Participate in a survey
• Complete an online quiz

​

​

​

How can I use zero-party data?

2. Enrich collected data

​

• After collecting zero-party (and first-party) data, you’ll want to sort through it and add additional value where you can, through data enrichment

​

• Enriching customer data helps marketers provide more personalized, targeted customer experiences

How can I use zero-party data?

3. Personalize your customer experience

​

• Use lead capture forms for more accurate segmentation based on real user data, not guesswork �
• Surface product recommendations based on your customer preferences to save them from digging around your ecommerce site for what they want

How can I use zero-party data?

4. Validate your marketing strategy

​

• Before you even launch you can use zero-party data to validate your understanding of your market, check your marketing strategy, figure out where your users are most likely to see your campaigns, or improve your product messaging

​

​

​

How can I use zero-party data?

5. Improve your product or service offerings

​

• Use customer feedback to identify areas of improvement for your offerings and funnel that to other teams in your org

​

​

​

How can Typeform help?

How to prepare for a cookieless future

82% of customers say Typeform has helped them collect better zero-party data

Typeform can help you boost your completion rate by up to 26%

93% of customers say Typeform has improved their customer experience

How can I use zero-party data?

1. ClimateHero

​

• Has captured carbon usage data from 1m+ people using a Typeform quiz, which collects leads�
• Data tagged sent to marketing automation tool to create personalised content funnels based on what people answer�
• Powered 80% year-on-year growth

Case study: Meet the planet-saving typeform

How can I use zero-party data?

2. APISec University

​

• Has seen an 80% completion rate on course feedback surveys�
• Typeform's detailed summary view makes analyzing large amounts of data easy and insightful for the team�
• Success of their feedback surveys has driven them to expand their use of Typeform – e.g. replacing CRM forms and conducting market research

Case study: Meet the co-founder growing an online academy

How can I use zero-party data?

3. Sparktoro

​

• Validated product-market fit with a target audience survey taken by 14K+ potential users�
• Data auto-sent to Google Sheets where it is aggregated to organise answers and create sample sets from different cohorts�
• "It's helped us really get to the core of what product we should be building" – Rand Fishkin, Founder, Sparktoro

Case study: How Sparktoro defined their target audience

Best practices

How to prepare for a cookieless future

Best practices

Multiple choice reigns supreme

​

• Multiple-choice questions are intuitive
• Because you’re limiting respondents’ options, they yield data that’s easy to analyze

​

​

​

Best practices

Fewer questions, �higher completion rates

​

• According to HubSpot, 42% of customers say they’re willing to answer seven to ten survey questions
• The next most common answer is 15+ questions, at 27%

Best practices

Lead magnets boost completion rate by nearly 5%

​

• Whether it’s a discount, giveaway, free trial, gift card, guide or the chance to win a prize, lead magnets get people through the door

​

​

​

Best practices

Add images

​

• Forms that feature images or video see a 120.62% increase in completion rates over forms that don’t

​

​

​

Best practices

Brand your forms

​

• Branding your forms (think logos, colors, fonts, and media) inspire a better connection with your audience

​

​

​

Best practices

Connect your forms to your favorite apps

​

• This turns zero-party data into fuel for personalization and automation
• Enables you to build automated, integrated workflows

​

​

​

Questions?

How to prepare for a cookieless future

Next steps

How to prepare for a cookieless future

Next steps

• Let us know what you thought in our survey
• Get the recording and resources on our Community, and join the discussion
• Download our free report: The Data on data report
• Subscribe to our monthly marketing newsletter Informed
• Check out the Typeform blog for more articles about zero-party data and more

​

Thank you!