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Zero-Shared Data

Zero-Shared Data (ZSD) addresses the limitations of Zero-Party Data (ZPD) by shifting the data ownership and processing paradigm. Instead of brands collecting and storing personal data, ZSD empowers customers to gather, store, and process data privately on customer devices. With addition of three tiers of personal intelligence, customers can choose to command their app to do this for them, on their behalf. This approach is facilitated by the DataSapien Mobile SDK, which embeds into existing brand mobile apps to provide their customers with the necessary tools to easily leverage their data independently to get their jobs done with the brand.

Zero-Shared Data vs ZPD​

While ZPD was a step in the right direction, its implementation has often fallen short. Until now, ZPD has often interpreted very narrowly, as self-declared data collected through surveys, quizzes, and polls. This narrow interpretation misses the vast array of contextual and behavioural life data that can help customers achieve their goals more effectively. The result is that brands frequently revert to relying on transactional data. This has occurred for several reasons:

  • Ease of Access: Transactional data is readily available and easy to analyse, whereas collecting and interpreting ZPD requires more effort, campaign planning and sophisticated tools. The cost in time and effort is greater than the perceived marginal upside in increased data value.
  • Privacy Concerns: Customers are increasingly wary of sharing personal information due to privacy concerns and data breaches. The value exchange for declared data (win a prize) is rarely sufficient to drive mass engagement from the majority of a customer base or loyalty membership.
  • Trust Issues: Despite promises of personalization, many brands failed to use the ZPD that they collect effectively to get their customer’s jobs done, leading to miss-matched delivery expectations and a trust deficit.

As a result, the term "Zero-Party Data" has become more of a buzzword than a transformative new practice, with brands struggling to fully capitalise on its potential. Worse still, the incompleteness of the concept leaves many marketers baffled about the difference between Zero-Party Data and the First-Party Data that they already have.

True ZPD

DataSapien allows you to implement Zero-Party Data practises the way they were meant done - facilitated by the added benefits of Zero-Shared Data. On-Edge Tiered AI is the primary use-case for ZSD.

Key Advantages of ZSD​

The future of customer data lies in empowering customers through Zero-Shared Data. It will transform how brands interact with and understand their customers. The participatory approach not only meets burgeoning regulatory demands but also delights customers by getting their jobs done more effectively for them.

  • Guaranteed Privacy and Control: With ZSD, customers have full control over their data. When they hold their data they can decide what to share, when to share it, and with whom, significantly enhancing privacy and trust. True privacy-by-design.
  • Personal Intelligence: Data processed on the customer's device allows for real-time, personalised insights without the need for data to leave the device. This ensures a richer, more intimate and relevant customer experience.
  • The customer can chose to share these newly generated insights as Zero-Party Data while keeping the sensitive, raw, personally identifiable information private. For example, private Date of Birth (ZSD) can be used by on device intelligence to generate age or age category data that is shared as Zero-Party Data.
  • Regulatory Compliance: By keeping data on the customer's device by default, brands can more easily comply with data privacy regulations such as GDPR and CCPA, reducing the risk of non-compliance and data breaches. When data and insights are shared as Zero-Party Data, there is an auditable consent trail.
  • Trust and Transparency: ZSD fosters a transparent relationship between brands and customers. Since data sharing is explicit and voluntary, customers are more likely to trust brands that adopt this approach. Especially in the context of helping them to do the jobs that they hire the brand to do.

Legal teams are often understandably cautious when presented with new innovations involving customer data. In the AI era, regulations are multiplying and accelerating. The DataSapien team is expert in the design and deployment of human-centric personal data technology. With over a decade of experience in creating award-winning ethical data technology, used by leading data regulators such as the UK Information Commissioner’s Office (ICO).

DataSapien technology is 'human-centric' and designed with current and future regulation in mind. It enables the easy implementation of Zero-Shared Data (ZSD) and Zero-Party Data (ZPD) because all customer data is collected, stored and processed completely on the end users' device. The data can be processed locally on device, and any sharing of data (ZSD) has explicit customer consent.

ZSD practises, on top of true ZPD, are made possible by the DataSapien Platform that allows you to innovate faster as your Legal Teams will always be sure that the manner data is collected, the place it is stored and the way it is processed will always be regulation proof.