Will first-party customer data become the most valuable marketing asset by 2025?
episode
Voices of Search // A Search Engine Optimization (SEO) & Content Marketing Podcast
4 min
2 speakers
6 chapters
transcribed 1 month ago
Transcript
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Transcript generated automatically by AI and may contain errors.
What is zero‑party data and why is it considered the new gold for marketers?
The Voices of Search Podcast is a proud member of the I Hear Everything Podcast Network. Looking to launch or scale your podcast? I Hear Everything delivers podcast production, growth, and monetization solutions that transform your words into profit. Ready to give your brand a voice? Then visit IHear Everything.com. Welcome to the Voices of Search Podcast, a member of the I Hear Everything Podcast Network. Ready to expedite your company's organic growth efforts? Sit back, relax, and get ready for your daily dose of search engine optimization wisdom. Here's today's host of the Voices of Search Podcast, Jordan Cooney.
Why does Eddie Patzsch believe zero‑party data will be the most valuable asset by 2025?
All right, now we're gonna move into our lightning round. We're gonna go through five different questions to really deep dive into this topic. We're gonna start off with our first question: buy or sell. Are you buying or selling that zero party data will become more valuable to marketers in 2025?
Hundred percent buying. If I didn't make it clear before. Uh so there's only so much you could scale your first party data. Yeah. Uh zero party data is just it it it's the it's the new gold. It's the new gold rush. Th everything else
How can marketers accelerate adoption of zero‑party data in their organizations?
third party data, that's that's what everybody else is doing, and that's what everybody else has been doing since Twenty nineteen and twenty twenty, which that wasn't that long ago. But if you want to be on a different left playing field, you you move into the zero and you start to to take over that way.
I think there's just so much education still left out there on this concept. I mean, I I see it for our industry, the SEO industry. I think so few SEOs are actually talking about this, and even fewer know how to collect and manage it, which is one of the things that make me really concerned about like how quickly can we adapt to getting to a world where we are, as SEOs, effectively collecting zero party data. I mean, just briefly, I Know this is a lightning round, but like your perspective, Eddie, like how can people move faster on getting on the zero party data train?
It's one of those things where I've done a few speaking engagements and workshops where we highlight zero party data and it it feels obvious at first. Uh, but once you just you sit down for 30 minutes and talk about the value and benefit behind it. It becomes a no brainer and then it just becomes about uh figuring out how you're gonna do it. Uh once the the executive team gets the buy-in and you you start to look at specific metrics, well, our traffic has only grown by ten percent.
What executive‑buy‑in strategies help unlock zero‑party data initiatives?
Our customer base is only grown by ten percent. We have to do something different. And the only way to unlock that is to to get that zero party data. So it I think once it becomes just an intentional topic internally, you could really start to make motion on it. But until then it's kind of just in the background. People aren't aren't really realizing it until then.
That's true. Absolutely. Are there any tools or ways that consum or marketers, excuse me, can can really leverage that zero party data today more effectively?
Yeah, I mean, I'd be amiss if if I didn't mention uh this one. So Optimove just acquired a game a gamification company. Interesting.
Which tools does Optimove offer for self‑served gamification and zero‑party data collection?
So the uh there's a really strong founder named Caleb who's joined the team. He I like to call him the Milton Bradley of of digital gamification. Um he's from Estonia. So when I made that reference, he had no idea what I was talking about, but he is. He's the digital Milton Bradley. So it's called Adact, A D A C T, Adact by Optimove. It's a self served product. You can just like hop right in and start building games. There's sixty different templates. And then you basically start embedding them in your emails and uh on your site. And it's it's not just a generic gamification platform. It's built with zero party data in mind. So it's it's very much built around that to to do that.
What are the key takeaways and next steps for listeners interested in zero‑party data?
Uh so yeah, check that out.
Oh, I love it. Great recommendation. And that wraps up this episode of the Voices Search podcast. A huge thank you to Eddie Patch from Optimove for joining us. If you'd like to contact Eddie, you can find a link to his LinkedIn profile in our show notes, or you can find his information on voicesofsearch.com.
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Chapters
6 chapters
1
What is zero‑party data and why is it considered the new gold for marketers?
0:00–0:43
2
Why does Eddie Patzsch believe zero‑party data will be the most valuable asset by 2025?
0:43–1:21
3
How can marketers accelerate adoption of zero‑party data in their organizations?
1:21–2:35
4
What executive‑buy‑in strategies help unlock zero‑party data initiatives?
2:35–3:13
5
Which tools does Optimove offer for self‑served gamification and zero‑party data collection?
3:13–3:53
6
What are the key takeaways and next steps for listeners interested in zero‑party data?
3:53–4:32