Experience management (XM) platform Qualtrics has announced a partnership with zero-party data platform Wyng. Wyng has released a connector for Qualtrics that will allow brands to feed zero-party data directly into the Qualtrics Experience iD system to power personalized customer experiences. Zero-party data is data that consumers intentionally share with a brand in return for a more personalized experience.
Users of Qualtrics, an SAP company, will be able to create highly personalized "microexperiences" based on Wyng's zero-party data. Among the microexperiences available are onboarding quizzes, guided shopping, next best question pop-ups, conversational opt-ins, and personalized forms. Wyng is a no code platform, making it easier to configure the Wyng connector for Qualtrics.
The author thinks that the zero-party data story has some legs. There are already a handful of vendors set up to reward consumers financially for giving up selected data (the rewards are not yet huge), but the substantive value exchange might be the best way to go.
In a recent editorial, we express our belief that "consumers like a relevant, personalized web experience." If they can get it by knowingly giving up the data they choose to a brand they trust, that's not an unattractive proposition. Wyng is putting the infrastructure in place to support this.