At the heart of every effective campaign is data - specifically how you collect it and what you do with it.
With third-party cookies on their way out, understanding the difference between first-party and zero-party data has never been more important.

Both types of data offer value, but it’s when they’re combined that the real magic happens. Together, they give brands deeper insights, better targeting options, and stronger customer relationships.

First-Party Data in Campaigns

First-party data is information collected directly from your audience as they interact with your brand, often passively.
This data is based on observed behaviours, such as:

  • Website visits

  • Time spent on a page

  • Click behaviour

  • Purchase history

  • Device and location data

  • Email open rates

This data is reliable because it comes straight from your owned channels, such as your website, app, social platforms, or CRM. You don’t need to buy it or rely on third parties, and it’s unique to your business - giving you a competitive edge.

However, first-party data still involves some interpretation. For example, someone may visit a product page several times, but you’re left guessing whether they’re genuinely interested or simply browsing.

Zero-Party Data for Marketing

Zero-party data - a term popularised by Forrester - takes things a step further.
This is data that customers proactively and intentionally share with you, such as:

  • Survey responses

  • Polls or quiz answers

  • Preference centres (e.g. "Tell us what you like")

  • Product wish lists

  • Volunteered personal interests

Unlike first-party data, there’s no guesswork involved. When a customer tells you they’re interested in eco-friendly products or prefer weekend emails, you can take that at face value.

The most powerful aspect of zero-party data is trust. Customers know they’re sharing information with you - and they expect you to use it responsibly.

Data Collection for Incentive Campaigns: How Both Types Help

Both data types play an important role in incentive campaigns, but they serve slightly different purposes.

First-party data helps you understand behaviour. It shows how people interact with your campaign, which channels perform best, and where users drop off.

Zero-party data enables personalisation based on stated preferences. It allows you to create offers that feel tailor-made, increasing relevance and engagement.

Together, they create a complete consumer picture: behaviour plus intent.

Real-World Example: Combining Data Types

Imagine running a prize draw to win a weekend getaway. You might collect first-party data such as:

  • How many people clicked through from Instagram versus email

  • Which destination pages were viewed most

  • Time spent on the entry form

At the same time, you ask a simple zero-party question:
"Which destination are you dreaming of visiting next?"

Now you know not just where users clicked, but exactly what they want - which is marketing gold when it comes to tailoring follow-up campaigns or offers.

How to Collect Both - Without Overwhelming Users

The key is to integrate data collection naturally into your campaigns:

  • Keep surveys short and relevant - one or two smart questions during entry, not a long list

  • Be transparent - explain how the data will improve the user experience

  • Offer incentives - reward users for sharing preferences with bonus entries or personalised rewards

  • Use preference centres - allow users to update their interests at any time

Quality always beats quantity. A few meaningful data points are far more valuable than pages of irrelevant information users complete reluctantly.

Privacy Still Comes First

No matter what data you collect, GDPR and other privacy regulations require you to:

  • Gain explicit consent

  • Store data securely

  • Use data only for its stated purpose

  • Give users control over their data

Being upfront builds trust - and protects your brand.

So, here’s the takeaway…

The future of incentive campaigns belongs to brands that collect and use data ethically and intelligently.
First-party data helps you understand actions, while zero-party data gives you direct insight into preferences.

Together, they make your campaigns smarter, more personalised, and more effective.