No Hacks: Web Strategy for the AI Age 48: Collecting Zero Party Data To Personalize Customer Journey With Jon Ivanco
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Jan 18, 2022 
Jon Ivanco, customer experience consultant and co-founder of Formtoro, helps e-commerce teams collect consented zero-party data. He explains why timing and intent matter more than volume. Hear practical fixes for Amazon leakage, how live in-signup questions boost capture, and using explicit answers to power ads, personalization, and smarter discount strategies.
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Why Most E-commerce Data Is Misleading
- Most e-commerce data is noisy because companies collect mismatched signals like time on site and hope it means something.
- Jon Ivanco points out teams A/B test without isolating audiences or device-switching, so results often mislead.
Map Data To Pre Intent Intent And Post Intent
- Collect the right data at the right time by mapping pre-intent, intent, and post-intent touchpoints.
- Jon recommends focusing on moments when users take affirmative actions (signup, checkout) rather than passive signals like long page time.
Why Zero Party Data Became Critical
- Zero-party data rose from consent-based marketing, privacy laws, and rising ad costs that made broad guessing unaffordable.
- Jon ties the trend to GDPR/CCPA and iOS ad changes that made clean customer-provided data valuable.