GM’s zero-party data play
Ad Age’s Garett Sloane reports that GM “is investing in its customer data platform to help move drivers into EVs, and the strategy hinges on ‘taking our first-party data down to zero-party data,’ according to Ajay Kapoor, GM’s global director of performance driven marketing.”
The big picture: “GM has had a tremendous amount of first-party data, on the vehicle, the individuals, households,” Kapoor told Sloane. “Now, it’s about really driving activation, and cleaning up and pulling that [data] together … gelling that together in an enterprise data strategy.”
First-party vs. zero-party data: “First-party data is information brands collect during the normal course of business,” Sloane explains. “For instance, when a person visits a website and buys a product, the brand could infer a certain amount of information from the consumer. … Zero-party data is more direct, when the consumer states a preference and opts into using that preference for greater customization in marketing and services. For GM, this is a key distinction as it builds a more complete marketing picture of its customers, and as it deals with the transition in digital media that is moving away from cookies and third-party ad IDs.”
Keep reading here.
