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.

Read next: How to extract value from zero-party data

Why we care. We think 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.

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About The Author

Kim Davis is the Editorial Director of MarTech. Born in London, but a New Yorker for over two decades, Kim started covering enterprise software ten years ago. His experience encompasses SaaS for the enterprise, digital- ad data-driven urban planning, and applications of SaaS, digital technology, and data in the marketing space. He first wrote about marketing technology as editor of Haymarket’s The Hub, a dedicated marketing tech website, which subsequently became a channel on the established direct marketing brand DMN. Kim joined DMN proper in 2016, as a senior editor, becoming Executive Editor, then Editor-in-Chief a position he held until January 2020. Prior to working in tech journalism, Kim was Associate Editor at a New York Times hyper-local news site, The Local: East Village, and has previously worked as an editor of an academic publication, and as a music journalist. He has written hundreds of New York restaurant reviews for a personal blog, and has been an occasional guest contributor to Eater.


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