Brands face a growing challenge: understanding customers while respecting their privacy. Enter zero-party data— information that customers intentionally share with brands. Unlike third-party cookies or tracking data, zero-party data comes straight from your customers, making it both more reliable and more valuable.

In this post, we'll explore what zero-party data is, why it matters for your business, and how you can leverage the Daasity and KnoCommerce integration to make smarter, data-driven decisions.

What is zero-party data and why is it important?

Zero-party data is information that customers actively choose to share. Zero-party data only includes information customers deliberately tell you through surveys and feedback.

This is different from first-party data, which tracks customer behavior (like purchase history and browsing patterns) and third-party data, which comes from ad platforms, marketplaces, and other external sources.

Brands can use zero-party data to find out things like:

• How did you hear about us?
• Are you buying for yourself or others?
• Which product categories interest you most?
• How often do you plan to use this product?
• What matters most to you when shopping for our products?
• Was there another brand you were considering?

With privacy regulations tightening, brands need reliable ways to understand their customers. Zero-party data fills this gap perfectly because it's both privacy-compliant and incredibly accurate. When customers tell you directly what they want, you eliminate the guesswork that comes with tracking and inferring their preferences.

Both brands and customers win with this approach. Customers gain more control over their data and receive more personalized experiences. Brands build trust while gathering precise insights that help them serve customers better.

How to Collect Zero-Party Data

There are several ways to get your hands on zero-party data. You can use interactive quizzes, surveys, and surveys to gather customer insights. 

KnoCommece makes it easy to run post-purchase surveys that customers actually enjoy filling in. In fact, their average response rate is 45%. Here’s what a survey might look like:

‍

The KnoCommerce platform helps brands capture valuable feedback right after purchase, when customers are most engaged. By asking the right questions at the right time, you turn a standard checkout experience into a source of actionable insights. 

Daasity + Knocommerce: The Best Way to Collect and Analyze Zero-Party Data

KnoCommerce’s integration with Daasity brings your survey data into a powerful analytics ecosystem. Now you can combine customer feedback with other data points to create a complete picture of your business.

‍

For example, when a customer tells you they heard about your brand through Instagram, you can connect this insight with their purchase history, lifetime value, and other behavioral data. This combination of zero-party and first-party data gives you a deeper understanding of which marketing channels bring in your most valuable customers.

How to Make the Most of Your Survey Data

Once you have this valuable zero-party data, what can you do with it? Through the KnoCommerce and Daasity integration, merchants unlock powerful ways to analyze and act on customer feedback.

Enhanced Attribution Modeling

Let's start with one of the most valuable insights: understanding how customers discover your brand. When a customer answers "How did you hear about us?", this response becomes a crucial piece of your attribution puzzle. While traditional analytics might show a customer came from a Google search, they might tell you they first discovered you through a friend or a TikTok video.

Daasity's waterfall attribution model lets you incorporate these survey responses into your marketing attribution strategy, so you can adjust how much weight you give to different channels. This flexibility helps you build a more accurate picture of which channels truly drive customer acquisition.

Smart Customer Segmentation

Beyond attribution, your survey responses open up powerful segmentation possibilities. Instead of guessing customer preferences, you can group them based on their actual responses and behaviors. These segments can then be used for:

• More targeted email campaigns
• Personalized product recommendations
• Custom landing pages
• Tailored retention strategies

Tip: You can use Daasity Audiences to push your customer segments into marketing platforms like Meta, making it easy to create targeted campaigns. Layer in zero-party data for even more granular targeting, like high-value customers who have told you they are shopping for gifts, or customers who said they found you via TikTok. 

LTV Analysis

Survey data becomes even more powerful when analyzing customer lifetime value (LTV). Through the Daasity integration, you can compare LTV across different customer segments based on their survey responses. 

For instance, you might find that customers who discovered you through influencers have a significantly higher LTV than those who found you through paid search. Or that customers who indicated they're shopping for specific occasions tend to make more repeat purchases.

Custom Analysis 

While KnoCommerce's native reporting provides valuable insights, the Daasity integration unlocks deeper analytical capabilities. You can:

• Track net sales and orders over time based on specific survey responses
• Calculate ROAS for different customer segments
• Compare purchase frequency and average order value across customer groups
• View how customer preferences correlate with purchasing patterns

For example, you might discover that customers who initially purchased for a special occasion become your most loyal repeat buyers, or that those who found you through TikTok have the highest product return rates. These insights help you refine your marketing strategy, improve customer targeting, and optimize your advertising spend.

Drive Business Growth With Zero-Party Data

Zero-party data represents a new era for e-commerce, one where customer privacy and personalized experiences go hand in hand. 

Ready to turn your customer feedback into a competitive advantage? Get in touch to learn more about how the KnoCommerce and Daasity integration can help your brand grow.