Zero-party data is when a customer knowingly and proactively shares information with a company. This can include product preferences, personal details, and context, or how they want to be identified by the brand.
Predictive modeling analyzes the characteristics of business or consumer leads to find what characteristics (or signals) correlate with desired behaviors (such as purchasing your product), and then creates and tests a statistical model to assess the probability of future behaviors and outcomes. The model is then used to predict,