Forrester Now Tech Report: Zero-party data solutions
ICF Next is proud to share that we were again included in a report by Forrester Research Inc., a leading global research and advisory firm. The report, Now Tech: Zero-Party Data Solutions, Q2 2021, provides an overview of how marketers can “use zero-party data (ZPD) solutions to ask customers for information that's hard to infer, deliver personalization that isn't creepy, and gauge how much consumers trust their brand.”
The report additionally segments ZPD vendors in the market based on size and functionality.
Marketers are increasingly leveraging zero-party data to deepen customer relationships in an era when “consumers’ privacy awareness grows and tech companies limit data access.” Forrester defines ZPD as “data that a customer intentionally and proactively shares with a brand. It can include preference center data, purchase intentions, personal context, and how the individual wants the brand to recognize her.”
Forrester has recognized ICF Next in the midsize and full-service agency provider categories, which it defines respectively as vendors with $20 - $50 million in annual category revenue and those who “wrap services and loyalty expertise around ZPD platforms.” Forrester reports that these agencies are “a good fit for marketers looking for white-glove service with their ZPD implementations and/or marketers directly tying ZPD to their first-party databases.”
Visit our website to learn more about ICF Next’s data & analytics and customer strategy capabilities to find out more about how we can help your brand leverage zero-party data to build better connections with your customers.
