A Guide to Understanding and Leveraging 0P, 1P, 2P, and 3P Data
Originally published on the DRM3 Labs Blog.
In the vast ocean of digital data, businesses constantly strive to capture, understand and utilize data to drive growth, innovation, and customer engagement. To this end, it’s crucial to understand the classifications of data — 0P, 1P, 2P, and now 3P data. This comprehensive guide breaks down these types and offers insights on how to harness and monetize them effectively.
Deciphering the Data: 0P, 1P, 2P, and 3P
0P Data: Zero-party data (0P) is information that consumers willingly and proactively share with businesses. This could include personal details, preferences, or feedback. For example, a customer filling out a preferences form on a clothing website is providing 0P data.
1P Data: First-party data (1P) is information businesses gather directly from customers through interactions on various platforms. For instance, website browsing behaviors, transaction history, or social media engagement.
2P Data: Second-party data (2P) is essentially another company’s first-party data that you acquire directly from the source. For example, a travel company partnering with a hotel chain to share data for improved customer service.
3P Data: Third-party data (3P) is collected by entities that don’t have a direct relationship with the users. It is typically aggregated from various sources and sold to businesses. An example would be demographic data bought from a data brokerage firm.
Harnessing and Monetizing 0P, 1P, 2P, and 3P Data
Harnessing and monetizing these data types necessitates understanding their distinct characteristics and potential applications.
0P data, being voluntarily shared, offers precise insights into customer preferences. This can be harnessed to personalize marketing efforts. Monetizing requires user consent and trust building.
1P data gives insight into customer behaviors. It can be harnessed to improve user experiences, inform product development, and drive internal revenue growth.
2P data can fill in gaps in a company’s 1P data. Businesses can expand their customer insights without compromising user privacy. Monetization can involve direct purchasing, partnerships, or data sharing agreements.
3P data provides a broader view of customer behavior across various platforms and sources, offering more comprehensive insights. It’s often used for large-scale trend analysis and market research.
Licensing 0P, 1P, 2P, and 3P Data
Data licensing involves granting third parties the right to use your data under specific conditions. Licensing 0P data requires user consent. Licensing 1P, 2P, and 3P data can be accomplished through business-to-business agreements, which should outline the specifics of data usage, including scope, duration, and restrictions.
Rewarding 0P Data Producers: The Key to Sustainability
Rewarding users who provide 0P data is crucial for building trust and encouraging continued data sharing. These rewards can be financial, like discounts, or non-financial, like personalized experiences.
Conclusion
Effectively harnessing and monetizing 0P, 1P, 2P, and 3P data can unlock significant value for businesses. However, it’s essential to navigate these processes ethically and transparently, prioritizing user consent, data privacy, and fair rewards for data contributors. By doing so, businesses can build a sustainable, data-driven future.
