"Zero Party Data", which is noteworthy in the revision of the Personal Information Protection Law-ask Cheetah Digital Kato CMO

　On April 1, 2022, the "Law of the 3rd year of the Bandwa Personal Information Protection Law" (a law that partially amendment to the Act on Protection of Personal Information) will be enforced.Overseas, the "General Data Protection Rules" (GDPR) in the European Economic Area (EEA) and the "Consumer Privacy Law" (CCPA) in California, USA have been enforced, and each company and advertising distributors that provide browsers are rapid.We have been forced to respond.Therefore, the focus is on "zero party data" that consumers themselves can judge whether they can collect information.

チーターデジタル日本法人の副社長でCMOの加藤希尊氏

　In the 3rd year of the Personal Information Protection Law, the use of cookies (cookie) data is enhanced.The original cookie is a mechanism prepared to receive user -specific services by sending information to identify the status of the user and returning the saved information to the server to identify the status of the user.。However, as the Internet expanded as a social infrastructure, various companies have been used to acquire marketing and consumer behavior history.Against this background, the law states that companies must have consent from consumers when cooking data and personal information.Such cookie data has been called "third -party cookies" because it can be obtained by third parties.

　Many browsers have a setting to refuse third -party cookies, so it's more clear than looking at the fire that the number of third -party cookies will decrease from the enforcement of the law.According to a survey by Cheetah Digital in 2020 consumers around the world, two -thirds of the total are distrusted by third -party cookies.However, the percentage of respondents said that they could provide their own data in exchange for improvement of services exceeded 50 %.Zero party data provides data such as such consumer hobbies and preferences.

　According to the analysts of the US Forrester Research, which defined this word, said, "What customers share intentionally and aggressively with brands. How to buy, personal context, and how to want to recognize themselves in the brand.Includes. Unlike first party data (collected only by the company), it cannot be obtained from normal transactions. "

　Kato Kato, who is a vice president and CMO (the highest marketing officer) of Cheetah Digital, said, said, "The important thing is that consumers are consent and do not give a sense of tracking and monitoring actions, and consumers seek.He explained that communication based on value exchange must be proposed. It is necessary to combine Transactional (benefits according to purchasing), Converenial, and Experiential (unique experience).

企業が収集してきた消費者データの違い

　Originally founded in the e -mail distribution business in 1998, Cheetah Digital has focused on five marketing areas, including single customer views, zero party data, customer royalty, marketing automation, and personalization.As a marketing base, "Customer Engagement Suite" is provided by SaaS (Software as a Service), providing service teams in -house, and providing introduction support, data cooperation, creative production, etc.Kato emphasizes that is a very different advantage.

　Regarding how to use the important zero party data, Mr. Kato said, "Why (why do you do it), how to collect data), and what (what data to collect).Explain that it is important.Specifically, the purpose of the customer journey is determined in the first stage, and the data collection method and the engagement method are selected in the second stage.Narrow down the collection data in the last third stage.

　"If you are an apparel, you can easily drop it into the campaign level if you select a point of contact on your customer journey if you value it.。

　The company's solutions have prepared about 100 kinds of engagement techniques, such as gifts and photo contests, to greatly reduce the time required for their marketing measures.

WWF（世界自然保護基金）ジャパンはコロナ禍で撮影が難しいことから、「WWFダイアリーフォトコンテスト」を実施。「プロ顔負けの写真1000件が集まった。ユーザーだけが持つデータをブランド構築や収益向上、顧客理解に生かした」（加藤氏）事例である