What is Zero Party data and why is it important for Attribution?

What is Zero Party data?

Zero-party data is data that customers voluntarily divulge to a business so the business can better tailor their shopping or service experience. This is commonly achieved in the eCommerce world through post-purchase surveys. There are several methods that post-purchase surveys are delivered, however, the two most common methods of delivery are:

  • A step in a checkout flow before the final “Thank You” page or order summary.