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In my research analyzing thousands of client marketing plans for positive business outcomes, I’ve discovered that only one in 10 local business owners ever reviewed their zero-party data (ZPD) for marketing usage. Ninety percent of these business leaders had not ever dug into their own customer records to find useful directional intel. This ZPD, unlike third-party data, which is often aggregated and prone to inaccuracies, is voluntarily provided directly by customers, offering clear insights into their preferences, intentions and behaviors. In short, it’s marketing gold.
Business owners today are bombarded with data from countless sources — demographics, behavioral analytics, third-party cookies and more. They often state that it’s overwhelming and too difficult to translate this intel into a marketing advantage. This underutilization represents a missed opportunity that local broadcasters can help address.
For businesses, leveraging ZPD can transform marketing strategies, delivering personalized campaigns that resonate with audiences and drive measurable results. Local broadcasters, with their deep community ties and trusted platforms, are uniquely positioned to help their clients harness this data to optimize marketing plans.
Also, ZPD is in the cash register, meaning highlighted clearly identifiable customer patterns already proven by your clients’ fan base. Unlike first-party data (derived from customer interactions like website visits) or third-party data (purchased from external sources), ZPD is explicit and consent-driven, making it both highly accurate and compliant with many privacy regulations. Though of course, broadcasters must build a trust level with clients to be able to request access for insights.
For example, a