At HyphaMetrics, Zero Party Data is the core of our existence. It is an important term we use because we see every experience with content, advertisements, brands, or products to be its own distinct cluster of data worth capturing at the individual level. So we definitively measure the exact occurrence of an experience down to the individual person. We do this by applying next-generation technologies to rigorous and industry-accepted panel research methodologies. The result is highly-detailed data on both the individual and the experience they engage with, offering an enormous breakthrough benefit to agencies, brands, and global marketing research firms. Zero Party Data is the definitive measurement of an individual’s exact moment of exposure to any content, advertising, branding, or products. When a person encounters any one of these experiences, that interaction is recorded as a data point.In order to accurately collect this data, an environment for study needs to be created, and the ideal one is a panel. A panel is a group of people or households selected to reflect a larger universe of people or households. In cross-media research panels, persons provide full consent, thus enabling the “who” to be identified. Based on the objective of the panel, the right technologies are chosen to meet the measurement requirement of identifying “what” they experience. When the right metering technology is combined with carefully selected people/homes, panels are able to produce highly reliable data on who experiences what. With the right technologies applied to industry-proven panel methodologies, a definitive measurement can be made, allowing for Zero Party Data.
HyphaMetrics ZPD provides the most granular understanding
of who is exposed to what, and how.
Zero Party Data provides valuable information on who consumers are and how they behave. Because the data is collected in a panel environment, it reflects how real people are engaging in the real world — connecting the “who” and the “what.” Businesses rely on data to make strategic decisions about products, services, and marketing. With a data stream that reflects how real people interact with content, ads, brands, and products, these choices can be intelligently informed by the most granular data available. This helps them create products and services more aligned to their target consumers, as well as reach the right consumers with the right messaging.
Zero Party Data plays an especially important role in media trading, which requires a granular understanding of who is exposed to what and how. With this information, media traders are able to furnish the right message to the right consumer at the right time. Zero Party Data provides a necessary “source of truth” that reflects the real behaviors of real people. Since these truth sets are the grounding force for different larger scale data sets, it is imperative that they generate data that is both robust and granular. This knowledge is a necessary addition to the media data ecosystem because it provides the connection point between an individual and what they experience.
For example:
If a person sees an advertisement while watching a TV show, Zero Party Data provides information on who that exact person is, in addition to information about the advertisement, show, network, and viewing platform.
If a person always uses one particular app while watching a TV show, Zero Party Data captures details such as what that app is, what the show is, and what their watching behavior is like.
If a person is watching a show and receives an ad from one brand along with ads from that brand’s competitors, Zero Party Data captures the person, show, and all advertisements seen.
The connection between an individual and their behavior serves as a single source of verity for the media measurement marketplace when used with larger data sets. This information is used to help marketers make more knowledgeable decisions about their products, advertising, user design, branding, and competition. Without truly understanding who the person is, these findings have to be made based on non-exact inferences as opposed to definitive understanding. Because this truth set represents real consumer behavior for a range of different data sets, it is important the data be accurate, definitive, and adaptable to changes in conduct and actions.
HyphaMetrics’ panel methodology enables a seamless panelist experience, wherein a person’s behaviors can be captured in their most natural state. Through our multi-layered person detection technology, it is possible to definitively measure the behaviors of an individual without having to compel panelists actions to tell us. This ensures that the results truly reflect the real behaviors of real people in their natural environment.
Modern media behaviors are an ever-evolving phenomenon. It’s hard to keep track of where consumer attention is at any given point, not to mention that it is often split across multiple forms of media at the same time. Among the seemingly infinite permutations of content, advertisements, devices, and products/brands available to us at a given moment, we each choose to engage with media in our own individual way. For marketers, capturing these unique clusters of data can feel like a moving target.
If there could be the ultimate arbiter of the truth behind ever-evolving consumer behavior, Zero Party Data would be the supplier of that data stream. At HyphaMetrics, we think that time is now.
