Unlocking Insights with Declared Data

There’s not a marketer on earth who doesn’t want to know their customers better. If you could hear directly from current and prospective customers what they care about and use those insights to deliver a better, more relevant, more personalized brand experience—who would say no to that?

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Most likely, no one. 

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This type of data that we’re talking about is called declared data, or zero-party data. In this blog post, we'll explain what exactly declared data is, why it matters for marketers, and how to collect it.

What Is Declared Data?

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Declared data is information that individuals voluntarily provide about themselves. This can include demographics, interests, preferences, and behaviors. Unlike inferred data, which is collected through tracking or observation, declared data is explicitly given by the individual.

Declared data is a type of first-party data, meaning that it is generated by a direct interaction between the consumer and the brand rather than purchased from or accessed through a third party. Unlike other kinds of first-party data, though, declared data is knowingly and explicitly volunteered by a consumer. 

Declared data can validate demographic or identifying data (a consumer’s age, gender, location, etc.) that marketers may have access to from other sources, but it can also capture “soft” attributes, like intentions, motivations, interests, preferences, or aspirations—things that, without explicitly asking the consumer about them, marketers can otherwise only make informed guesses about.

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The Difference Between First Party Data vs. Declared Data

First party data and declared data are both types of consumer data that businesses can use to better understand their audience and improve their marketing efforts. The main difference between them is how the data is obtained.

First party data is collected directly from a company's own website, app, or other digital properties, as well as from offline interactions with customers. This data can include a wide range of information, such as website analytics, transaction histories, user preferences, and other behavioral data. For example, if a customer visits a retailer's website and browses for pencil skirts, the retailer can use this first-party data to personalize the customer's shopping experience and offer targeted promotions for similar products. But that’s where the assumption comes in and things can get messy. Just because you saw your user was browsing for pencil skirts doesn’t mean this is necessarily going to be a purchase for herself. It could very well be a gift for a friend, and she might have no interest in pencil skirts. See, there still is an assumption there. This is where declared data becomes more accurate.

Declared data, on the other hand, is information that consumers voluntarily provide to a brand, typically through an engaging customer experience like: online surveys, questionnaires, or other forms of data capture. This information can include demographic data, interests, and preferences. For example, if a customer takes an engaging quiz and answers a question that she is looking for work clothing, a retailer can use this declared data to better understand the customer's needs and tailor their marketing messages accordingly.

The main difference between declared data and first party data is the way in which the information is obtained. Declared data is provided directly by the customer, while first party data is collected through a customer's interactions with a company's digital properties or through offline interactions. Both types of data can be valuable for businesses to gain insights into their customers and create personalized experiences that drive sales and build brand loyalty.

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Data Privacy

Let's talk about the privacy of the data that companies collect. Declared data is data that people willingly give to a company. This is important because many countries have laws that limit how companies can collect and use people's data. Because declared data is given with consent, it meets these legal requirements.

People are becoming more concerned about their privacy and want more control over their data. So, it's not just about following the law but also about meeting consumer expectations. Using declared data, which is willingly given, is a good way for companies to respect people's privacy and earn their trust. This is especially important as laws continue to change and consumers become more aware of their rights.

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Why Marketers Should Collect Declared Data

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Declared data is a goldmine for marketers as it allows them to gain in-depth knowledge of their consumers. By collecting declared data, marketers can create highly personalized and targeted campaigns that cater to the specific needs of their consumers. This level of personalization not only increases engagement and sales but also boosts lead capture and conversion rates. 

Declared data can also help marketers optimize their product offerings by providing valuable insights into what their consumers want and need. By understanding their consumers' preferences, marketers can create products and services that are more likely to meet their customers' needs and expectations. Additionally, declared data can be used to improve customer service by providing a better understanding of the customer's needs, preferences, and concerns. This allows marketers to provide more personalized and effective customer service that is tailored to the specific needs of each customer.

By having access to a wealth of data about their consumers, marketers can make data-driven decisions that are backed by real-world insights. This can help marketers to better understand the impact of their marketing efforts, optimize their marketing strategies, and drive better results. Ultimately, declared data provides a powerful tool for marketers to create more effective, personalized, and targeted campaigns, improve their products and services, and make better-informed decisions.

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How to Collect Declared Data Using Jebbit Experiences

So now that you’re familiar with declared data and how it’s the golden ticket for businesses - we’re going to tell you how to get your hands on it. 

With Jebbit, you can create interactive experiences that make collecting this data a breeze. Jebbit is a platform that allows marketers to create interactive experiences to engage and collect declared data from their target audience. Jebbit offers a variety of engaging experiences that are sure to catch your audience's attention. From product recommendation quizzes to personality quizzes to trivia quizzes, there's no shortage of ways to get people excited to share their interests with you. And the best part? Not only are you getting valuable data for your business, but users are getting something out of it too! Jebbit quizzes save people time, give them recommendations, unlock benefits, test their knowledge, teach them something, and entertain them. It's a win-win situation for the brand and the marketer. 

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I mean, who wouldn’t want to take one of these experiences?! Your audience (and your business) will thank you for it!

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Examples of Jebbit Experiences for Collecting Declared Data

Let’s look at some hypothetical examples of Jebbit. A clothing retailer might use Jebbit to create a quiz that helps individuals discover their style preferences. The quiz could include questions such as "What colors do you prefer to wear?" and "What occasions do you typically dress up for?" Based on the individual's answers, the retailer could provide personalized product recommendations that best suit their needs.

A healthcare provider might use Jebbit to create a survey that helps individuals assess their health risks. The survey could include questions such as "How often do you exercise?" and "Do you have any pre-existing medical conditions?" Based on the individual's answers, the provider could offer personalized health advice and resources.

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Now, here are some real life Jebbit quizzes that are up, live and collecting declared data EVERY SINGLE DAY for our clients. Check them out. 

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Saatva's product recommendation quiz is designed to help you find your perfect mattress match from their exclusive luxury collection.

Imagine answering just a few simple questions about your current sleep habits and preferences, and then being matched with the mattress of your dreams. It's like having a sleep expert tailor a mattress just for you! With Saatva's personalized quiz, you can say goodbye to tossing and turning and hello to deep, restful sleep that will leave you feeling energized and ready to take on the day.

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Let’s also take a look at a Jebbit lookbook created by our extremely creative and talented clients at Pinterest and MECCA. This beautifully crafted lookbook allows you to scroll at your leisure through all the makeup trends and beauty products. It’s engaging, informative and perfectly showcases everything this brand has to offer. 

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Take a look at it for yourself!

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Assumption-Free Marketing Starts with Declared Data

When it comes to consumer data, if you didn’t ask the consumer for it, it’s just a guess.

Inferences about prospects and customers have their usefulness, but they also come with hidden costs that marketers don’t need to accept as the cost of doing business. Bad targeting isn’t only a missed opportunity, but a risk of customer annoyance, unsubscribes, lost business, and loss of trust.

Declared data provides the context that first party data is missing. It allows you to only show consumers the messaging, products, and offers that are directly relevant to them—because they’ve told you so. 

By using Jebbit, marketers can create engaging experiences that make it easy to collect this data and create more targeted and effective marketing campaigns. Try Jebbit today and see how declared data can transform your marketing efforts.

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