Blog 8 min 02/19/2021

What is Declared Data Capture?

Paying for data has been all the rage in the 20th century. Marketers and publishers spent a collective $11B on third-party data in 2019 alone. 

The problem is that were not in 2019 anymore. 

Ad-blocking. Browsers removing third-party cookie tracking. Global privacy regulations. The days of using third-party data are long gone. Were entering an entirely new phase when it comes to collecting, sharing, and applying data.  

Today, marketers and publishers are actively seeking new competitive means of acquiring data.  And the success they’re seeing from the data garnered from their channels is taking them by storm.  

To get in on this trend, youll need to understand and implement declared data. 

First-Party Data vs. Declared Data: Whats the Connection? 

Also referred to as zero-party data, declared data is information that is freely and actively given to your company from your customers. This data includes their motivations, intentions, interests, and preferences.  

If this sounds a lot like first-party data, it’s because it is. 

Declared data is a subset of first-party data. But not all first-party data is created equal. And how you capture that data makes all the difference in defining first-party data and declared data.  

In terms of data collection, there are two different types to be aware of: implicit and explicit data 

  • Implicit data is the first-party data your customers give you on your channels, such as your website or app. Implicit data includes location data, website and app search history, and payment history. You’d likely use this information to predict their next move and serve them content that might interest them. 
  • Explicit data is given to you directly and willingly from your customers. In other words, your customers give consent when they provide it. They share this data when they take a survey, fill out a form, or update their communication preferences within your preference center.  

 Explicit data is what we refer to when we talk about declared data.  

What makes declared data unique from all first-party data is your customers are aware that youre using it because they gave it to you freely. And, you understand exactly what they want because they explicitly told you so.  

The Benefits of Declared Data Capture 

Declared data provides the context your own media channel data cant. While you can predict what your customers might want through implicit data, theres no way of knowing for sure.  

On the flip side, declared data allows you to show your customers the exact messaging, products and offers they want to see. After all, you got it straight from the horse’s mouth.  

The four key benefits of consented data include:  

  • Increasing Consumer Trust – 84% of consumers say they want more control over how their data is being used. With statistics like that, its no surprise experts consider trust to be the new currency for marketers. Its also why so many marketers and publishers are turning to preference data.  

Preference data tells you exactly how your customers want you to communicate with them. So if they only want a monthly newsletter, they’ll appreciate you honoring that instead of blasting them with daily updates. And in return, they’ll be more willing to engage with your brand and associate trust with it.  

  • Providing More Personalized Experiences – Declared data removes the guesswork. You know what your customers want because they told you so. This takes your personalization efforts to the next level. And 91% of consumers say theyre more likely to shop with companies that provide offers and recommendations that are relevant to them. So getting more personal is going to reflect nicely on your bottom line.  
  • Increasing the Accuracy of Collected Data Points– Poor data costs companies $3.1 trillion a year in the United States. Capturing declared data empowers you to create and sustain digital conversations at scale with your customers. This will boost their lifetime value and brand affinity. And because it comes from your customers directly, its more reliable, timely, and accurate.  
  • Maintaining Regulatory Compliance – Any data your customers freely and willingly share with your organization likely meets compliance with even the toughest global regulations like GDPR and CCPA. Prioritizing it not only keeps you compliant, it shows your organization’s dedication to respecting and protecting your customers’ data.   

How To Capture Declared Data 

The way to collect declared data is to ask for it. For marketers and publishers, that means being transparent and getting creative. You must develop opportunities for consumers to want to tell you about themselves. There are two common ways to do this. 

  • Content Creation – People are hesitant to give their information away if there isn’t something directly in it for them. Think about what kinds of interactive content you can create that would inspire someone to engage with you. Examples include quizzes, community groups, chatbots, surveys, and loyalty reward programs.  
  • Trust Centers – 97% of companies that invest in consumer privacy recognize benefits, including a competitive advantage. Today, customers are willing to share their data with the brands they trust but you must also give them a place where they can openly give you that data.  

Trust Centers are becoming increasingly popular. They allow you to design, implement, and manage transparent user experiences. This interface gives users the ability to view consent history, indicate communication preferences, and provide first-party data, all in one central location. If youre hoping to open up the gateway for complete brand transparency, a Trust Center will be a significant differentiator for your business.  

Conclusion: Trust Starts with Consent  

The ultimate goal of declared data capture is to provide your customers with a better experience. And what better way to do that than asking them exactly how, what, and when they should receive communications from you? That’s why Preference Management represents an undeniable advantage for your first-party data strategy.  

 Through OneTrust PreferenceChoice preference management platform, you can collect consent, preferences, and first-party data from forms and preference centers. It centralizes all the data in a single location and activates it to drive personalization, segmentation, and better campaigns.  

Give it a try today for free or request a demo to have a team member walk you through it. 

Further Declared Data Capture reading:  

Next steps on Declared Data Capture: 

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