{"id":18482,"date":"2026-06-26T18:36:25","date_gmt":"2026-06-26T16:36:25","guid":{"rendered":"https:\/\/www.prodata.de\/kundenbindung\/zero-party-data-in-loyalty-programs-using-voluntarily-shared-customer-data-in-compliance-with-data-protection-regulations\/"},"modified":"2026-09-08T21:17:57","modified_gmt":"2026-09-08T19:17:57","slug":"zero-party-data-in-loyalty-programs-using-voluntarily-shared-customer-data-in-compliance-with-data-protection-regulations","status":"publish","type":"post","link":"https:\/\/www.prodata.de\/kundenbindung\/en\/zero-party-data-in-loyalty-programs-using-voluntarily-shared-customer-data-in-compliance-with-data-protection-regulations\/","title":{"rendered":"Zero-Party Data in Loyalty Programs: Using Voluntarily Shared Customer Data in Compliance with Data Protection Regulations"},"content":{"rendered":"\n<style id=\"pdg-golden-record-v2\">:root { --pdg-navy: #063b78; --pdg-blue: #1248b4; --pdg-blue-dark: #082f66; --pdg-orange: #f39200; --pdg-orange-dark: 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grid-template-columns: 1fr; } } @media (max-width: 360px) { body.single-post:has(.pdg-page-v1) .prodata-hero { padding-left: 20px; padding-right: 20px; } body.single-post:has(.pdg-page-v1) .prodata-hero h1, body.single-post:has(.pdg-page-v1) .prodata-hero h2 { font-size: 34px; } body.single-post:has(.pdg-page-v1) .pdm-trust-list, body.single-post:has(.pdg-page-v1) .pd-stats { grid-template-columns: 1fr 1fr; } body.single-post:has(.pdg-page-v1) .pdm-trust-list strong, body.single-post:has(.pdg-page-v1) .pd-num { font-size: 17px; } body.single-post:has(.pdg-page-v1) td { grid-template-columns: 1fr; gap: 5px; } } body.single-post:has(.pdg-page-v1) main.site-main, body.single-post:has(.pdg-page-v1) .page-content { width: 100% !important; max-width: none !important; margin-left: 0 !important; margin-right: 0 !important; padding-left: 0 !important; padding-right: 0 !important; } body.single-post:has(.pdg-page-v1) .page-content > :not(.prodata-hero):not(.pdm-trust):not(.pdm-ref):not(.pd-intro):not(.pdm-ctaband):not(.pd-leadmagnet):not(.pdg-cta-band), body.single-post:has(.pdg-page-v1) .page-content > .wp-block-group:not(.pd-leadmagnet) { width: min(100% - 48px, 980px); } body.single-post:has(.pdg-page-v1) .prodata-hero { min-height: 600px !important; padding: 92px max(28px, calc((100% - 1180px) \/ 2)) !important; border-radius: 0 !important; background: radial-gradient(circle at 78% 12%, rgba(102, 174, 255, .32), transparent 33%), radial-gradient(circle at 100% 100%, rgba(21, 151, 212, .25), transparent 42%), linear-gradient(128deg, #06366f 0%, #084994 52%, #1d4ec0 100%) !important; } body.single-post:has(.pdg-page-v1) .prodata-hero .wp-block-cover__inner-container { position: relative; width: 100% !important; max-width: 1180px !important; min-height: 390px; display: flex; flex-direction: column; justify-content: center; padding-right: 430px; } body.single-post:has(.pdg-page-v1) .prodata-hero h1, body.single-post:has(.pdg-page-v1) .prodata-hero h2 { max-width: 730px; font-size: clamp(56px, 5.3vw, 78px) !important; line-height: 1.01 !important; } body.single-post:has(.pdg-page-v1) .prodata-hero p { max-width: 700px; font-size: clamp(20px, 1.65vw, 25px) !important; } body.single-post:has(.pdg-page-v1) .pdm-trust { padding-top: 54px; padding-bottom: 48px; background: linear-gradient(180deg, #f3f7fd 0%, #f8fbff 100%); } body.single-post:has(.pdg-page-v1) .pdm-trust-list { gap: 34px; margin-top: 18px; margin-bottom: 18px; } body.single-post:has(.pdg-page-v1) .pdm-trust-list li { padding: 0; border: 0; border-radius: 0; background: transparent; box-shadow: none; } body.single-post:has(.pdg-page-v1) .pdg-trust-icon { display: grid !important; place-items: center; width: 42px; height: 42px; margin-bottom: 14px; border-radius: 12px; background: #e5effd; color: #0752a4; } body.single-post:has(.pdg-page-v1) .pdg-trust-icon svg { width: 23px; height: 23px; fill: none; stroke: currentColor; stroke-width: 1.8; stroke-linecap: round; stroke-linejoin: round; } body.single-post:has(.pdg-page-v1) .pdm-trust-note { margin: 8px 0 0; font-size: 13px; } body.single-post:has(.pdg-page-v1) .pdm-ref { position: relative; overflow: hidden; padding-top: 38px; padding-bottom: 38px; background: linear-gradient(110deg, #073b78, #0d4da0 58%, #1748b2); } body.single-post:has(.pdg-page-v1) .pdm-ref-k { display: block; color: #d5e7ff; } body.single-post:has(.pdg-page-v1) .pdg-marquee { width: 100%; margin: 20px 0 18px; overflow: hidden; -webkit-mask-image: linear-gradient(90deg, transparent, #000 6%, #000 94%, transparent); mask-image: linear-gradient(90deg, transparent, #000 6%, #000 94%, transparent); } body.single-post:has(.pdg-page-v1) .pdg-marquee-track { display: flex; width: max-content; animation: pdg-marquee 34s linear infinite; } body.single-post:has(.pdg-page-v1) .pdm-ref-list { display: flex; flex-wrap: nowrap; flex: none; gap: 0; margin: 0; padding: 0; } body.single-post:has(.pdg-page-v1) .pdm-ref-list li { position: relative; padding: 0 36px 0 22px; border: 0; border-radius: 0; background: transparent; color: #fff; font-size: clamp(20px, 2vw, 30px); font-weight: 760; white-space: nowrap; } body.single-post:has(.pdg-page-v1) .pdm-ref-list li::after { position: absolute; top: 50%; right: 13px; width: 5px; height: 5px; border-radius: 50%; background: var(--pdg-orange); content: ''; transform: translateY(-50%); } body.single-post:has(.pdg-page-v1) .pdm-ref-link { display: inline-flex; color: #fff !important; font-size: 15px; text-underline-offset: 5px; } @keyframes pdg-marquee { to { transform: translateX(-50%); } } @media (prefers-reduced-motion: reduce) { body.single-post:has(.pdg-page-v1) .pdg-marquee-track { animation-play-state: paused; } } body.single-post:has(.pdg-page-v1) .pdm-nav { margin-top: 28px; margin-bottom: 52px; padding: 18px 20px; border-color: #e3ebf4; border-radius: 14px; background: #fbfdff; box-shadow: none; } body.single-post:has(.pdg-page-v1) .pdm-nav > .pdm-eyebrow { margin-bottom: 10px; font-size: 10px; letter-spacing: .15em; } body.single-post:has(.pdg-page-v1) .pdm-nav-grid { grid-template-columns: repeat(3, minmax(0, 1fr)); gap: 4px 10px; } body.single-post:has(.pdg-page-v1) .pdm-nav-grid a { grid-template-columns: 24px minmax(0, 1fr); gap: 6px; padding: 7px 8px; color: #5a6b80; font-size: 12px; line-height: 1.35; } body.single-post:has(.pdg-page-v1) .pdm-nav-grid b { color: #a05b09; font-size: 11px; } body.single-post:has(.pdg-page-v1) .page-content > .pdm-eyebrow { position: relative; display: block; width: min(100% - 48px, 980px); margin: 72px auto 0; padding: 52px 64px 8px; border: 1px solid #dce7f4; border-bottom: 0; border-radius: 24px 24px 0 0; background: linear-gradient(135deg, #edf5ff, #f7fbff); color: #49617b; } body.single-post:has(.pdg-page-v1) .page-content > .pdm-eyebrow::after { display: block; width: 66px; height: 6px; margin-top: 28px; border-radius: 999px; background: var(--pdg-orange); content: ''; } body.single-post:has(.pdg-page-v1) .page-content > .pdm-eyebrow + h2 { position: relative; width: min(100% - 48px, 980px); margin: 0 auto 28px; padding: 12px 64px 58px; overflow: hidden; border: 1px solid #dce7f4; border-top: 0; border-radius: 0 0 24px 24px; background: linear-gradient(135deg, #edf5ff, #f7fbff); color: #07468f; font-size: clamp(40px, 4vw, 56px); } body.single-post:has(.pdg-page-v1) .page-content > .pdm-eyebrow + h2::after { position: absolute; right: 70px; bottom: -92px; width: 220px; height: 220px; border: 1px solid rgba(33, 112, 203, .17); border-radius: 50%; box-shadow: 0 0 0 34px rgba(33, 112, 203, .08), 0 0 0 68px rgba(33, 112, 203, .045); content: ''; } body.single-post:has(.pdg-page-v1) .page-content > .pdm-eyebrow + h2 + p { margin-top: 0; margin-bottom: 34px; color: #203d59; font-size: 20px; font-weight: 650; line-height: 1.65; } body.single-post:has(.pdg-page-v1) .pd-golden-addendum-3 > h2, body.single-post:has(.pdg-page-v1) .pd-cost-alternative > h2 { padding-left: 18px; border-left: 5px solid var(--pdg-orange); } body.single-post:has(.pdg-page-v1) .pd-ca-sources, body.single-post:has(.pdg-page-v1) .pd-ca-note, body.single-post:has(.pdg-page-v1) .pdg-source-note { color: #657487 !important; font-size: 12.5px !important; font-weight: 400 !important; line-height: 1.55 !important; } body.single-post:has(.pdg-page-v1) .pd-ca-sources strong, body.single-post:has(.pdg-page-v1) .pdg-source-note strong { color: #46576a; font-weight: 650; } body.single-post:has(.pdg-page-v1) .pd-ca-sources a, body.single-post:has(.pdg-page-v1) .pdg-source-note a { display: inline !important; font-size: inherit !important; font-weight: inherit !important; line-height: inherit !important; } body.single-post:has(.pdg-page-v1) .pdg-cta-band { box-sizing: border-box; display: grid; grid-template-columns: minmax(0, 1.2fr) minmax(280px, .8fr); align-items: center; gap: 42px; width: min(100% - 48px, 980px); margin: 64px auto; padding: 42px 46px; border-radius: 22px; background: linear-gradient(112deg, #063b78, #1248b4); color: #fff; box-shadow: 0 22px 48px rgba(6, 59, 120, .18); } body.single-post:has(.pdg-page-v1) .pdg-cta-band > *, body.single-post:has(.pdg-page-v1) .pdg-cta-actions, body.single-post:has(.pdg-page-v1) .pdg-cta-primary, body.single-post:has(.pdg-page-v1) .pdg-cta-phone { box-sizing: border-box; min-width: 0; max-width: 100%; } body.single-post:has(.pdg-page-v1) .pdg-cta-band h2, body.single-post:has(.pdg-page-v1) .pdg-cta-band p { color: #fff; } body.single-post:has(.pdg-page-v1) .pdg-cta-band h2 { margin: 6px 0 10px; font-size: clamp(28px, 3vw, 38px); } body.single-post:has(.pdg-page-v1) .pdg-cta-band p { margin: 0; color: #dbeaff; line-height: 1.55; } body.single-post:has(.pdg-page-v1) .pdg-cta-kicker, body.single-post:has(.pdg-page-v1) .pdg-personal-kicker { display: block; color: #bcdcff; font-size: 11px; font-weight: 850; letter-spacing: .17em; text-transform: uppercase; } body.single-post:has(.pdg-page-v1) .pdg-cta-actions { display: grid; gap: 12px; } body.single-post:has(.pdg-page-v1) .pdg-cta-primary, body.single-post:has(.pdg-page-v1) .pdg-cta-phone { display: inline-flex; align-items: center; justify-content: center; min-height: 54px; padding: 13px 18px; border-radius: 12px; font-weight: 800; text-align: center; text-decoration: none !important; } body.single-post:has(.pdg-page-v1) .pdg-cta-primary { background: var(--pdg-orange); color: #092f55 !important; box-shadow: 0 12px 24px rgba(0, 24, 66, .25); } body.single-post:has(.pdg-page-v1) .pdg-cta-phone { border: 2px solid rgba(255, 255, 255, .48); color: #fff !important; } body.single-post:has(.pdg-page-v1) .pdg-cta-final { width: 100% !important; max-width: none !important; margin: 72px 0 0; padding: 54px max(28px, calc((100% - 1110px) \/ 2)); border-radius: 0; } body.single-post:has(.pdg-page-v1) .pdg-personal-contact { display: grid; grid-template-columns: 100px minmax(0, 1fr); gap: 28px; width: min(100% - 48px, 980px); margin: 64px auto; padding: 38px 42px; border: 1px solid #dce7f4; border-radius: 22px; background: linear-gradient(135deg, #f4f8fd, #fff); box-shadow: 0 18px 44px rgba(8, 47, 102, .09); } body.single-post:has(.pdg-page-v1) .pdg-personal-avatar { display: grid; place-items: center; width: 92px; height: 92px; border: 8px solid #dfebfb; border-radius: 50%; background: #083f83; color: #fff; font-size: 24px; font-weight: 850; } body.single-post:has(.pdg-page-v1) .pdg-personal-kicker { color: #5f7185; } body.single-post:has(.pdg-page-v1) .pdg-personal-contact h2 { margin: 7px 0 10px; font-size: clamp(28px, 3vw, 40px); } body.single-post:has(.pdg-page-v1) .pdg-personal-contact p { margin: 0 0 14px; } body.single-post:has(.pdg-page-v1) .pdg-personal-name span { display: block; color: var(--pdg-muted); font-size: 14px; } body.single-post:has(.pdg-page-v1) .pdg-personal-links { display: flex; flex-wrap: wrap; gap: 10px 18px; } body.single-post:has(.pdg-page-v1) .pdg-personal-links a { font-weight: 750; } @media (max-width: 1050px) and (min-width: 801px) { body.single-post:has(.pdg-page-v1) .prodata-hero .wp-block-cover__inner-container { padding-right: 330px; } } @media (max-width: 800px) { body.single-post:has(.pdg-page-v1) .prodata-hero { min-height: 0 !important; padding: 52px 24px 56px !important; } body.single-post:has(.pdg-page-v1) .prodata-hero .wp-block-cover__inner-container { min-height: 0; max-width: 100% !important; padding-right: 0; } body.single-post:has(.pdg-page-v1) .prodata-hero h1, body.single-post:has(.pdg-page-v1) .prodata-hero h2 { font-size: clamp(34px, 9.6vw, 43px) !important; line-height: 1.04 !important; } body.single-post:has(.pdg-page-v1) .prodata-hero a { width: 100% !important; } body.single-post:has(.pdg-page-v1) .pdm-trust-list li { min-height: 150px; padding: 16px; border: 1px solid #dfe9f5; border-radius: 16px; background: rgba(255, 255, 255, .78); } body.single-post:has(.pdg-page-v1) .pdg-trust-icon { width: 38px; height: 38px; margin-bottom: 12px; } body.single-post:has(.pdg-page-v1) .pdm-ref-list li { padding-right: 28px; padding-left: 16px; font-size: 20px; } body.single-post:has(.pdg-page-v1) .pdm-ref-link { display: inline-block; max-width: 100%; font-size: 12.5px; line-height: 1.45; white-space: normal; overflow-wrap: break-word; } body.single-post:has(.pdg-page-v1) .pdm-nav { margin-top: 24px; margin-bottom: 34px; padding: 14px; } body.single-post:has(.pdg-page-v1) .pdm-nav-grid { grid-template-columns: 1fr; } body.single-post:has(.pdg-page-v1) .page-content > .pdm-eyebrow { width: calc(100% - 32px); margin-top: 48px; padding: 34px 24px 6px; border-radius: 18px 18px 0 0; } body.single-post:has(.pdg-page-v1) .page-content > .pdm-eyebrow::after { width: 52px; height: 5px; margin-top: 20px; } body.single-post:has(.pdg-page-v1) .page-content > .pdm-eyebrow + h2 { width: calc(100% - 32px); padding: 10px 24px 36px; border-radius: 0 0 18px 18px; font-size: clamp(29px, 8.3vw, 36px); } body.single-post:has(.pdg-page-v1) .page-content > .pdm-eyebrow + h2::after { right: -70px; bottom: -125px; } body.single-post:has(.pdg-page-v1) .page-content > .pdm-eyebrow + h2 + p { font-size: 18px; line-height: 1.58; } body.single-post:has(.pdg-page-v1) .pdg-cta-band { grid-template-columns: 1fr; gap: 24px; width: 100%; margin: 50px 0; padding: 42px 24px; border-radius: 0; } body.single-post:has(.pdg-page-v1) .pdg-cta-final { margin-bottom: 0; } body.single-post:has(.pdg-page-v1) .pdg-personal-contact { grid-template-columns: 1fr; width: calc(100% - 40px); padding: 28px 24px; } body.single-post:has(.pdg-page-v1) .pdg-personal-avatar { width: 74px; height: 74px; border-width: 6px; font-size: 20px; } body.single-post:has(.pdg-page-v1) .pdg-personal-links { display: grid; } } @media (max-width: 360px) { body.single-post:has(.pdg-page-v1) .pdm-trust-list li { min-height: 158px; padding: 14px; } body.single-post:has(.pdg-page-v1) .pdm-trust-list strong { font-size: 16px; } } @media (min-width: 801px) { body.single-post:has(.pdg-golden-v2) .prodata-hero { box-sizing: border-box !important; min-height: 600px !important; padding: 84px max(24px, calc((100% - 1110px) \/ 2)) 78px !important; background-image: url(\"data:image\/svg+xml,%3Csvg%20xmlns%3D%22http%3A%2F%2Fwww.w3.org%2F2000%2Fsvg%22%20width%3D%22520%22%20height%3D%22420%22%20viewBox%3D%220%200%20520%20420%22%20fill%3D%22none%22%3E%20%3Cg%20stroke%3D%22%23ffffff%22%20stroke-opacity%3D%220.28%22%20stroke-width%3D%221.4%22%3E%20%3Ccircle%20cx%3D%22260%22%20cy%3D%22210%22%20r%3D%2258%22%2F%3E%3Ccircle%20cx%3D%22260%22%20cy%3D%22210%22%20r%3D%22112%22%2F%3E%3Ccircle%20cx%3D%22260%22%20cy%3D%22210%22%20r%3D%22168%22%2F%3E%20%3Cpath%20d%3D%22M260%20210%20L128%20128M260%20210%20L392%20128M260%20210%20L120%20292M260%20210%20L400%20292M260%20210%20L260%2042M260%20210%20L260%20378%22%2F%3E%3C%2Fg%3E%20%3Cg%20fill%3D%22%23ffffff%22%20fill-opacity%3D%220.88%22%3E%20%3Ccircle%20cx%3D%22128%22%20cy%3D%22128%22%20r%3D%229%22%2F%3E%3Ccircle%20cx%3D%22392%22%20cy%3D%22128%22%20r%3D%229%22%2F%3E%3Ccircle%20cx%3D%22120%22%20cy%3D%22292%22%20r%3D%229%22%2F%3E%3Ccircle%20cx%3D%22400%22%20cy%3D%22292%22%20r%3D%229%22%2F%3E%3Ccircle%20cx%3D%22260%22%20cy%3D%2242%22%20r%3D%227%22%2F%3E%3Ccircle%20cx%3D%22260%22%20cy%3D%22378%22%20r%3D%227%22%2F%3E%3C%2Fg%3E%20%3Ccircle%20cx%3D%22260%22%20cy%3D%22210%22%20r%3D%2240%22%20fill%3D%22none%22%20stroke%3D%22%23EF7D00%22%20stroke-opacity%3D%220.5%22%20stroke-width%3D%222%22%2F%3E%20%3Ccircle%20cx%3D%22260%22%20cy%3D%22210%22%20r%3D%2226%22%20fill%3D%22%23EF7D00%22%2F%3E%20%3Cpath%20d%3D%22M250%20210l6%206%2013-13%22%20fill%3D%22none%22%20stroke%3D%22%23ffffff%22%20stroke-width%3D%222.6%22%20stroke-linecap%3D%22round%22%20stroke-linejoin%3D%22round%22%2F%3E%3C%2Fsvg%3E\"), linear-gradient(135deg, #00306f 0%, #003d91 56%, #1d39af 100%) !important; background-repeat: no-repeat, no-repeat !important; background-position: calc(100% - 86px) 50%, 50% 50% !important; background-size: auto 456px, cover !important; } body.single-post:has(.pdg-golden-v2) .prodata-hero .wp-block-cover__inner-container { width: 100% !important; max-width: 1110px !important; min-height: 0 !important; padding-right: 430px !important; } body.single-post:has(.pdg-golden-v2) .prodata-hero h1, body.single-post:has(.pdg-golden-v2) .prodata-hero h2 { max-width: 680px !important; font-size: 54px !important; line-height: 1.1 !important; letter-spacing: -.025em !important; } body.single-post:has(.pdg-golden-v2) .prodata-hero p { max-width: 680px !important; font-size: 18.24px !important; line-height: 1.6 !important; } body.single-post:has(.pdg-golden-v2) .page-content > .pd-roi-role, body.single-post:has(.pdg-golden-v2) .page-content > .pdg-inline-cta-wrap, body.single-post:has(.pdg-golden-v2) .page-content > .pdg-cta-mid { box-sizing: border-box !important; width: min(100% - 48px, 980px) !important; margin-left: auto !important; margin-right: auto !important; } } body.single-post:has(.pdg-golden-v2) .pd-roi-role { border-left: 4px solid var(--pdg-orange) !important; background: #f7fafc !important; } body.single-post:has(.pdg-golden-v2) .pdg-inline-cta-wrap { margin-top: 22px; margin-bottom: 34px; } body.single-post:has(.pdg-golden-v2) .pdg-inline-cta { display: inline-flex; align-items: center; min-height: 52px; padding: 13px 24px; border-radius: 999px; background: var(--pdg-orange); color: #092f55 !important; font-weight: 800; text-decoration: none !important; box-shadow: 0 10px 22px rgba(8, 47, 102, .13); } body.single-post:has(.pdg-golden-v2) .pd-leadmagnet > .pd-lm-head, body.single-post:has(.pdg-golden-v2) .pd-leadmagnet > .pd-lead-form { box-sizing: border-box; width: min(100%, 980px); margin-left: auto; margin-right: auto; } body.single-post:has(.pdg-golden-v2) .pd-lead-form, body.single-post:has(.pdg-golden-v2) .pd-lead-row { min-width: 0; } body.single-post:has(.pdg-golden-v2) .pd-lead-row { display: grid; grid-template-columns: repeat(2, minmax(0, 1fr)); gap: 14px; } body.single-post:has(.pdg-golden-v2) .pd-lead-form input, body.single-post:has(.pdg-golden-v2) .pd-lead-form button { box-sizing: border-box; width: 100%; max-width: 100%; min-width: 0; } body.single-post:has(.pdg-golden-v2) .page-content > .pdm-eyebrow { margin-bottom: 0 !important; } body.single-post:has(.pdg-golden-v2) .page-content > .pdm-eyebrow + h2, body.single-post:has(.pdg-golden-v2) .page-content > .pdm-eyebrow + h2.pd-related-title { margin-top: 0 !important; } body.single-post:has(.pdg-golden-v2) .pdg-personal-contact { grid-template-columns: 150px minmax(0, 1fr); align-items: center; } body.single-post:has(.pdg-golden-v2) .pdg-personal-photo { display: block; width: 138px; height: 138px; object-fit: cover; object-position: 50% 34%; border: 8px solid #dfebfb; border-radius: 50%; background: #e8f0fa; } body.single-post:has(.pdg-golden-v2) .pdg-personal-links { gap: 10px; } body.single-post:has(.pdg-golden-v2) .pdg-personal-contact h2 { hyphens: none !important; overflow-wrap: normal !important; word-break: normal !important; } body.single-post:has(.pdg-golden-v2) .pdg-personal-links a { display: inline-flex; align-items: center; justify-content: center; min-height: 44px; padding: 9px 16px; border: 1px solid #b8cce5; border-radius: 999px; background: #fff; color: #0752a4 !important; font-size: 14px; font-weight: 750; line-height: 1.25; text-align: center; text-decoration: none !important; } body.single-post:has(.pdg-golden-v2) .pdg-personal-links a:last-child { border-color: var(--pdg-orange); background: var(--pdg-orange); color: #092f55 !important; } @media (max-width: 800px) { body.single-post:has(.pdg-golden-v2) .page-content > .pdg-cta-band { width: 100% !important; margin-left: 0 !important; margin-right: 0 !important; } body.single-post:has(.pdg-golden-v2) .pdg-personal-contact { grid-template-columns: 1fr; } body.single-post:has(.pdg-golden-v2) .pdg-personal-photo { width: 104px; height: 104px; border-width: 6px; } body.single-post:has(.pdg-golden-v2) .pdg-inline-cta-wrap { width: calc(100% - 32px) !important; margin-left: auto !important; margin-right: auto !important; } body.single-post:has(.pdg-golden-v2) .pdg-inline-cta { width: 100%; justify-content: center; text-align: center; } body.single-post:has(.pdg-golden-v2) .pd-lead-row { grid-template-columns: 1fr; } } @media (max-width: 360px) { body.single-post:has(.pdg-golden-v2) .pdg-cta-band h2 { font-size: 26px; } body.single-post:has(.pdg-golden-v2) .pdg-cta-primary { padding-left: 8px; padding-right: 8px; font-size: 14px; } body.single-post:has(.pdg-golden-v2) .pdg-personal-contact h2 { font-size: 24px; line-height: 1.12; } body.single-post:has(.pdg-golden-v2) .pd-intro-stats .pd-stats { grid-template-columns: 1fr; } body.single-post:has(.pdg-golden-v2) .pd-intro-stats .pd-stat { min-height: 0; } }\n\/* Reusable clean-room modules for legacy editorial structures. *\/\nbody.single-post:has(.pdg-golden-v2) main.site-main {\n  overflow-x: clip;\n}\nbody.single-post:has(.pdg-golden-v2) .pdg-editorial-note {\n  width: min(100% - 48px, 980px);\n  margin: 34px auto;\n  padding: 26px 28px;\n  border: 1px solid var(--pdg-line);\n  border-left: 4px solid var(--pdg-orange);\n  border-radius: 18px;\n  background: #f7fafc;\n}\nbody.single-post:has(.pdg-golden-v2) .pdg-editorial-note p:last-child { margin-bottom: 0; }\nbody.single-post:has(.pdg-golden-v2) .prodata-hero .pd-eyebrow {\n  color: #ffd08a !important;\n  font-weight: 850;\n  letter-spacing: .15em;\n  text-transform: uppercase;\n}\nbody.single-post:has(.pdg-golden-v2) .pdg-callout {\n  display: grid;\n  grid-template-columns: minmax(170px, .7fr) 2fr;\n  gap: 26px;\n  align-items: center;\n  margin: 30px auto;\n  padding: 26px 28px;\n  border: 1px solid var(--pdg-line);\n  border-left: 5px solid var(--pdg-orange);\n  border-radius: 18px;\n  background: var(--pdg-soft);\n}\nbody.single-post:has(.pdg-golden-v2) .pdg-callout strong { color: var(--pdg-navy); font-size: 20px; }\nbody.single-post:has(.pdg-golden-v2) .pdg-stat-grid,\nbody.single-post:has(.pdg-golden-v2) .pdg-card-grid,\nbody.single-post:has(.pdg-golden-v2) .pdg-step-grid {\n  display: grid;\n  gap: 16px;\n  margin-top: 28px;\n  margin-bottom: 38px;\n}\nbody.single-post:has(.pdg-golden-v2) .pdg-stat-grid { grid-template-columns: repeat(4, minmax(0, 1fr)); }\nbody.single-post:has(.pdg-golden-v2) .pdg-card-grid { grid-template-columns: repeat(3, minmax(0, 1fr)); }\nbody.single-post:has(.pdg-golden-v2) .pdg-step-grid { counter-reset: pdg-step; grid-template-columns: repeat(2, minmax(0, 1fr)); }\nbody.single-post:has(.pdg-golden-v2) .pdg-stat-card,\nbody.single-post:has(.pdg-golden-v2) .pdg-card,\nbody.single-post:has(.pdg-golden-v2) .pdg-step-card {\n  min-width: 0;\n  padding: 22px;\n  border: 1px solid var(--pdg-line);\n  border-radius: 16px;\n  background: var(--pdg-white);\n  box-shadow: 0 10px 28px rgba(8, 47, 102, .07);\n}\nbody.single-post:has(.pdg-golden-v2) .pdg-stat-card { text-align: center; }\nbody.single-post:has(.pdg-golden-v2) .pdg-stat-card b,\nbody.single-post:has(.pdg-golden-v2) .pdg-step-card b { display: block; margin-bottom: 6px; color: var(--pdg-navy); font-size: 19px; }\nbody.single-post:has(.pdg-golden-v2) .pdg-stat-card span { display: block; color: var(--pdg-muted); font-size: 14px; line-height: 1.45; }\nbody.single-post:has(.pdg-golden-v2) .pdg-card h3 { margin-top: 0; }\nbody.single-post:has(.pdg-golden-v2) .pdg-card p:last-child { margin-bottom: 0; }\nbody.single-post:has(.pdg-golden-v2) .pdg-step-card { counter-increment: pdg-step; position: relative; padding-left: 68px; }\nbody.single-post:has(.pdg-golden-v2) .pdg-step-card::before {\n  content: counter(pdg-step);\n  position: absolute;\n  top: 22px;\n  left: 20px;\n  display: grid;\n  place-items: center;\n  width: 34px;\n  height: 34px;\n  border-radius: 50%;\n  background: var(--pdg-navy);\n  color: #fff;\n  font-weight: 850;\n}\nbody.single-post:has(.pdg-golden-v2) .pdg-check-card,\nbody.single-post:has(.pdg-golden-v2) .pdg-proof-card,\nbody.single-post:has(.pdg-golden-v2) .pdg-section-shell {\n  margin-top: 34px;\n  margin-bottom: 42px;\n  padding: 30px;\n  border: 1px solid var(--pdg-line);\n  border-radius: 18px;\n  background: var(--pdg-soft);\n}\nbody.single-post:has(.pdg-golden-v2) .pdg-proof-card { background: #eef6fb; }\nbody.single-post:has(.pdg-golden-v2) .pdg-card-title { display: block; margin-bottom: 10px; color: var(--pdg-navy); font-size: 18px; }\nbody.single-post:has(.pdg-golden-v2) .pdg-link-pills { display: flex; flex-wrap: wrap; gap: 10px; margin-top: 30px; margin-bottom: 42px; }\nbody.single-post:has(.pdg-golden-v2) .pdg-link-pills a {\n  display: inline-flex;\n  align-items: center;\n  min-height: 42px;\n  padding: 8px 14px;\n  border: 1px solid #bfd0e2;\n  border-radius: 999px;\n  background: #fff;\n  font-size: 15px;\n  line-height: 1.35;\n  text-decoration: none;\n}\nbody.single-post:has(.pdg-golden-v2) .schema-faq-section {\n  padding: 0 !important;\n}\nbody.single-post:has(.pdg-golden-v2) .pdg-heading-break-at-compound {\n  white-space: normal !important;\n  overflow-wrap: normal !important;\n  word-break: normal !important;\n  hyphens: none !important;\n}\nbody.single-post:has(.pdg-golden-v2) .pdg-heading-break-at-compound .pdm-kw {\n  white-space: normal !important;\n}\n@media (min-width: 801px) {\n  body.single-post:has(.pdg-golden-v2) .prodata-hero h1.pdg-heading-break-at-compound,\n  body.single-post:has(.pdg-golden-v2) .prodata-hero h2.pdg-heading-break-at-compound {\n    font-size: 46px !important;\n  }\n  body.single-post:has(.pdg-golden-v2) .pd-decision-table table { table-layout: fixed; }\n  body.single-post:has(.pdg-golden-v2) .pd-decision-table th:nth-child(1),\n  body.single-post:has(.pdg-golden-v2) .pd-decision-table td:nth-child(1) { width: 20%; }\n  body.single-post:has(.pdg-golden-v2) .pd-decision-table th:nth-child(2),\n  body.single-post:has(.pdg-golden-v2) .pd-decision-table td:nth-child(2) { width: 45%; }\n  body.single-post:has(.pdg-golden-v2) .pd-decision-table th:nth-child(3),\n  body.single-post:has(.pdg-golden-v2) .pd-decision-table td:nth-child(3) { width: 35%; }\n  body.single-post:has(.pdg-golden-v2) .pd-decision-table th,\n  body.single-post:has(.pdg-golden-v2) .pd-decision-table td { overflow-wrap: normal; word-break: normal; }\n}\n@media (max-width: 800px) {\n  body.single-post:has(.pdg-golden-v2) .page-content h1,\n  body.single-post:has(.pdg-golden-v2) .page-content h2,\n  body.single-post:has(.pdg-golden-v2) .page-content h3 {\n    min-width: 0;\n    overflow-wrap: break-word !important;\n    word-break: normal !important;\n    hyphens: auto !important;\n  }\n  body.single-post:has(.pdg-golden-v2) .page-content p a {\n    overflow-wrap: break-word;\n    word-break: normal;\n    hyphens: auto;\n  }\n  body.single-post:has(.pdg-golden-v2) .prodata-hero h1,\n  body.single-post:has(.pdg-golden-v2) .prodata-hero h2 {\n    overflow-wrap: break-word !important;\n    word-break: normal !important;\n    hyphens: auto !important;\n  }\n  body.single-post:has(.pdg-golden-v2) .prodata-hero.pdg-hero-compact h1,\n  body.single-post:has(.pdg-golden-v2) .prodata-hero.pdg-hero-compact h2 {\n    font-size: clamp(27px, 8vw, 34px) !important;\n  }\n  body.single-post:has(.pdg-golden-v2) .pdg-personal-contact { grid-template-columns: minmax(0, 1fr); }\n  body.single-post:has(.pdg-golden-v2) .pdg-personal-copy { min-width: 0; }\n  body.single-post:has(.pdg-golden-v2) .pdg-personal-contact h2 { overflow-wrap: break-word !important; word-break: normal !important; hyphens: auto !important; }\n  body.single-post:has(.pdg-golden-v2) .schema-faq-question { display: block; box-sizing: border-box; width: 100%; overflow-wrap: break-word !important; word-break: normal !important; hyphens: none !important; }\n  body.single-post:has(.pdg-golden-v2) .schema-faq-answer { overflow-wrap: normal !important; word-break: normal !important; hyphens: none !important; }\n  body.single-post:has(.pdg-golden-v2) .pd-leadmagnet h2 { font-size: clamp(25px, 7.4vw, 32px) !important; overflow-wrap: break-word !important; word-break: normal !important; hyphens: auto !important; }\n  body.single-post:has(.pdg-golden-v2) .pdg-personal-links a { box-sizing: border-box; width: 100%; min-width: 0; overflow-wrap: anywhere; }\n  body.single-post:has(.pdg-golden-v2) .pdg-callout { grid-template-columns: 1fr; gap: 8px; padding: 22px; }\n  body.single-post:has(.pdg-golden-v2) .pdg-stat-grid { grid-template-columns: repeat(2, minmax(0, 1fr)); }\n  body.single-post:has(.pdg-golden-v2) .pdg-card-grid,\n  body.single-post:has(.pdg-golden-v2) .pdg-step-grid { grid-template-columns: 1fr; }\n  body.single-post:has(.pdg-golden-v2) .pdg-check-card,\n  body.single-post:has(.pdg-golden-v2) .pdg-proof-card,\n  body.single-post:has(.pdg-golden-v2) .pdg-section-shell { padding: 24px; }\n  body.single-post:has(.pdg-golden-v2) .pdg-link-pills { display: grid; }\n  \/* Keep the semantic table header available to assistive technology without\n     letting its desktop-sized cells enlarge the mobile document canvas. *\/\n  body.single-post:has(.pdg-golden-v2) thead,\n  body.single-post:has(.pdg-golden-v2) thead tr,\n  body.single-post:has(.pdg-golden-v2) thead th {\n    box-sizing: border-box !important;\n    width: 1px !important;\n    min-width: 0 !important;\n    max-width: 1px !important;\n    height: 1px !important;\n    min-height: 0 !important;\n    max-height: 1px !important;\n    margin: -1px !important;\n    padding: 0 !important;\n    overflow: hidden !important;\n    border: 0 !important;\n    white-space: nowrap !important;\n    clip: rect(0 0 0 0) !important;\n    clip-path: inset(50%) !important;\n  }\n  body.single-post:has(.pdg-golden-v2) thead tr,\n  body.single-post:has(.pdg-golden-v2) thead th { display: block !important; }\n}\n\n@media (max-width: 360px) {\n  body.single-post:has(.pdg-golden-v2) .schema-faq-question {\n    font-size: 15px;\n  }\n  body.single-post:has(.pdg-golden-v2) .pdg-personal-contact h2 {\n    font-size: 22px !important;\n    overflow-wrap: break-word !important;\n    word-break: normal !important;\n    hyphens: auto !important;\n  }\n  body.single-post:has(.pdg-golden-v2) .pdg-personal-title-compact h2 {\n    font-size: 20px !important;\n  }\n  body.single-post:has(.pdg-golden-v2) .prodata-hero {\n    padding-left: 20px !important;\n    padding-right: 20px !important;\n  }\n  body.single-post:has(.pdg-golden-v2) .prodata-hero h1,\n  body.single-post:has(.pdg-golden-v2) .prodata-hero h2 {\n    font-size: 28px !important;\n    line-height: 1.08 !important;\n    overflow-wrap: break-word !important;\n    word-break: normal !important;\n    hyphens: auto !important;\n  }\n  body.single-post:has(.pdg-golden-v2) .prodata-hero.pdg-hero-compact h1,\n  body.single-post:has(.pdg-golden-v2) .prodata-hero.pdg-hero-compact h2 {\n    font-size: 23px !important;\n  }\n  body.single-post:has(.pdg-golden-v2) .pd-golden-addendum,\n  body.single-post:has(.pdg-golden-v2) .pd-golden-addendum-2,\n  body.single-post:has(.pdg-golden-v2) .pd-golden-addendum-3 {\n    padding: 20px !important;\n  }\n  body.single-post:has(.pdg-golden-v2) td {\n    overflow-wrap: break-word !important;\n    word-break: normal !important;\n    hyphens: auto !important;\n  }\n  body.single-post:has(.pdg-golden-v2) .schema-faq-question,\n  body.single-post:has(.pdg-golden-v2) .schema-faq-answer {\n    overflow-wrap: break-word !important;\n    word-break: normal !important;\n    hyphens: auto !important;\n  }\n  body.single-post:has(.pdg-golden-v2) .pdg-cta-band h2 {\n    font-size: 23px;\n    hyphens: none;\n    overflow-wrap: normal;\n    word-break: normal;\n  }\n  body.single-post:has(.pdg-golden-v2) .pdg-cta-phone {\n    padding-left: 8px;\n    padding-right: 8px;\n    font-size: 20px;\n    white-space: nowrap;\n  }\n  body.single-post:has(.pdg-golden-v2) .pdg-cta-primary {\n    padding-right: 14px;\n    padding-left: 14px;\n    font-size: 12px;\n    white-space: normal;\n    overflow-wrap: anywhere;\n  }\n}\n\n@media (max-width: 420px) {\n  body.single-post:has(.pdg-golden-v2) .prodata-hero .pdg-long-keyword {\n    font-size: .84em;\n  }\n}\n\n@media (max-width: 800px) {\n  body.single-post:has(.pdg-golden-v2) .pd-leadmagnet h2.pdg-heading-break-at-compound {\n    overflow-wrap: normal !important;\n    word-break: normal !important;\n    hyphens: none !important;\n  }\n}\n\/* Full-width modules must keep their horizontal padding inside the declared\n   width even when legacy source markup uses section\/aside instead of a\n   Gutenberg Cover or Group block. *\/\nbody.single-post:has(.pdg-golden-v2) .prodata-hero,\nbody.single-post:has(.pdg-golden-v2) .pdm-trust,\nbody.single-post:has(.pdg-golden-v2) .pdm-ref,\nbody.single-post:has(.pdg-golden-v2) .pd-intro,\nbody.single-post:has(.pdg-golden-v2) .pd-leadmagnet {\n  box-sizing: border-box !important;\n}\nbody.single-post:has(.pdg-golden-v2) .pdg-marquee {\n  overflow: clip !important;\n  contain: paint;\n}\nbody.single-post:has(.pdg-golden-v2) .page-content > .pdm-eyebrow,\nbody.single-post:has(.pdg-golden-v2) .page-content > .pdm-eyebrow + h2 {\n  box-sizing: border-box !important;\n}\nbody.single-post:has(.pdg-golden-v2) .page-content p a {\n  display: inline !important;\n  max-width: 100%;\n  font-size: inherit !important;\n  line-height: inherit !important;\n  overflow-wrap: anywhere;\n}\n@media (min-width: 801px) and (max-width: 1100px) {\n  body.single-post:has(.pdg-golden-v2) .prodata-hero h1,\n  body.single-post:has(.pdg-golden-v2) .prodata-hero h2 {\n    font-size: 46px !important;\n    overflow-wrap: break-word !important;\n    word-break: normal !important;\n    hyphens: auto !important;\n  }\n}\n\n\/* Golden Record v2.1: narrow-phone typography and contact-card geometry.\n   Keep German compound words readable without arbitrary character breaks. *\/\n@media (max-width: 800px) {\n  body.single-post:has(.pdg-golden-v2) .pdg-personal-contact {\n    box-sizing: border-box;\n    width: calc(100% - 32px);\n    padding: 28px 18px;\n  }\n  body.single-post:has(.pdg-golden-v2) .pdg-personal-contact h2 {\n    font-size: clamp(18px, 5vw, 22px) !important;\n    line-height: 1.13 !important;\n    overflow-wrap: normal !important;\n    word-break: normal !important;\n    hyphens: auto !important;\n  }\n  body.single-post:has(.pdg-golden-v2) .pdg-personal-links a {\n    padding-right: 10px;\n    padding-left: 10px;\n    font-size: 13px;\n    overflow-wrap: normal;\n    word-break: normal;\n    hyphens: auto;\n  }\n  body.single-post:has(.pdg-golden-v2) .page-content > .pdm-eyebrow + h2 {\n    font-size: clamp(26px, 7.8vw, 34px);\n    overflow-wrap: normal;\n    word-break: normal;\n    hyphens: auto;\n  }\n  body.single-post:has(.pdg-golden-v2) .schema-faq-question {\n    font-size: 16px;\n    overflow-wrap: normal !important;\n    word-break: normal !important;\n    hyphens: auto !important;\n  }\n  body.single-post:has(.pdg-golden-v2) .pdg-cta-band h2 {\n    font-size: clamp(21px, 6.8vw, 28px);\n    line-height: 1.12;\n    overflow-wrap: normal;\n    word-break: normal;\n    hyphens: auto;\n  }\n  body.single-post:has(.pdg-golden-v2) .page-content p,\n  body.single-post:has(.pdg-golden-v2) .page-content li {\n    overflow-wrap: break-word;\n    word-break: normal;\n    hyphens: auto;\n  }\n}\n\n@media (max-width: 360px) {\n  body.single-post:has(.pdg-golden-v2) .pdg-personal-contact h2 {\n    font-size: 18px !important;\n  }\n  body.single-post:has(.pdg-golden-v2) .pdg-cta-band h2 {\n    font-size: 21px;\n  }\n}\n\n\/* Golden Record v2.2: keep long lead-form submit labels fully readable on\n   narrow phones without reducing the touch target. *\/\n@media (max-width: 380px) {\n  body.single-post:has(.pdg-golden-v2) .pd-leadmagnet .pd-lead-form button[type=\"submit\"],\n  body.single-post:has(.pdg-golden-v2) .pd-leadmagnet .pd-lead-form input[type=\"submit\"] {\n    box-sizing: border-box !important;\n    width: 100% !important;\n    max-width: 100% !important;\n    min-height: 54px !important;\n    height: auto !important;\n    padding: 12px !important;\n    font-size: 14px !important;\n    line-height: 1.3 !important;\n    white-space: normal !important;\n    overflow-wrap: break-word !important;\n    text-align: center !important;\n  }\n}\nbody.single-post:has(.pdg-golden-v2) .pd-stats > * { min-width: 0; overflow-wrap: anywhere; }\n\n\/* Golden Record v2.3: use full-width label\/value rows for the two dense\n   tables on narrow phones and retain readable desktop tax-table columns. *\/\n@media (min-width: 361px) and (max-width: 430px) {\n  body.single-post:has(.pdg-golden-v2) table.pdg-status-table td,\n  body.single-post:has(.pdg-golden-v2) table.pdg-tax-table td { display: block; }\n  body.single-post:has(.pdg-golden-v2) table.pdg-status-table td { font-size: 16px; }\n  body.single-post:has(.pdg-golden-v2) table.pdg-status-table td::before,\n  body.single-post:has(.pdg-golden-v2) table.pdg-tax-table td::before { display: block; margin-bottom: 5px; }\n}\n@media (min-width: 801px) {\n  body.single-post:has(.pdg-golden-v2) table.pdg-tax-table { table-layout: fixed; }\n}\n\/* Shared English Golden Record v2 language layer.\n   English headings must wrap at word boundaries, not hyphenate. *\/\nbody.single-post:has(.pdg-golden-v2.pdg-lang-en) .page-content h1,\nbody.single-post:has(.pdg-golden-v2.pdg-lang-en) .page-content h2,\nbody.single-post:has(.pdg-golden-v2.pdg-lang-en) .page-content h3 {\n  hyphens: none !important;\n  overflow-wrap: normal !important;\n  word-break: normal !important;\n}\nbody.single-post:has(.pdg-golden-v2.pdg-lang-en) .prodata-hero p {\n  hyphens: none !important;\n  overflow-wrap: normal !important;\n  word-break: normal !important;\n}\nbody.single-post:has(.pdg-golden-v2.pdg-lang-en) .page-content p,\nbody.single-post:has(.pdg-golden-v2.pdg-lang-en) .page-content li,\nbody.single-post:has(.pdg-golden-v2.pdg-lang-en) .page-content th,\nbody.single-post:has(.pdg-golden-v2.pdg-lang-en) .page-content td,\nbody.single-post:has(.pdg-golden-v2.pdg-lang-en) .page-content .schema-faq-question,\nbody.single-post:has(.pdg-golden-v2.pdg-lang-en) .page-content .schema-faq-answer {\n  hyphens: none !important;\n  overflow-wrap: normal !important;\n  word-break: normal !important;\n}\n\n\/* English action module: a post-scoped alternative while the shared lead-form\n   shortcode has no fully English public rendering. *\/\nbody.single-post:has(.pdg-golden-v2.pdg-lang-en) .pdg-en-action {\n  display: grid;\n  grid-template-columns: minmax(0, 1.35fr) 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body.single-post:has(.pdg-golden-v2.pdg-lang-en) .pdg-cta-phone {\n    font-size: clamp(18px, 5vw, 20px);\n  }\n}<\/style>\n\n\n\n<div class=\"wp-block-group pdg-page-v1 pdg-golden-v2 pdg-lang-en is-layout-flow wp-block-group-is-layout-flow\">\n\n<div class=\"wp-block-cover prodata-hero\"><span aria-hidden=\"true\" class=\"wp-block-cover__background has-background-dim-0 has-background-dim\"><\/span><div class=\"wp-block-cover__inner-container is-layout-flow wp-block-cover-is-layout-flow\"><h1 class=\"wp-block-heading\"><span class=\"pdm-kw\">Zero-Party Data in Loyalty Programs<\/span>: Preferences Customers Choose to Share<\/h1><p class=\"wp-block-paragraph\">A practical guide to creating a fair value exchange, collecting declared preferences and turning them into useful customer experiences with explicit purposes, accountable roles and measurable data quality.<\/p><div class=\"wp-block-buttons is-layout-flex wp-block-buttons-is-layout-flex\"><div class=\"wp-block-button\"><a class=\"wp-block-button__link wp-element-button\" href=\"https:\/\/www.prodata.de\/kundenbindung\/en\/contact\/\">Discuss your project \u2192<\/a><\/div><\/div><\/div><\/div>\n\n\n\n<section class=\"pdm-trust\" aria-label=\"Why PRODATA\"><span class=\"pdm-eyebrow\">Why PRODATA<\/span><ul class=\"pdm-trust-list\"><li><strong>Since 1991<\/strong><span>Experience with loyalty and incentive projects<\/span><\/li><li><strong>Value exchange<\/strong><span>Benefits and requested preferences designed together<\/span><\/li><li><strong>Role clarity<\/strong><span>Controller, operator and technology responsibilities separated<\/span><\/li><li><strong>Operational focus<\/strong><span>Collection, activation, correction and deletion considered end to end<\/span><\/li><\/ul><div class=\"pdm-actions\"><a class=\"pdm-tel\" href=\"tel:+4972198171111\">+49 721 98171-111<\/a><\/div><\/section>\n\n\n\n<aside class=\"pdm-ref\" aria-label=\"Public references\"><span class=\"pdm-ref-k\">A selection of our public references<\/span><ul class=\"pdm-ref-list\"><li>Hallhuber<\/li><li>Bosch Thermotechnik<\/li><li>August Br\u00f6tje<\/li><li>1. FC K\u00f6ln<\/li><li>Mercedes-Benz<\/li><li>Siemens<\/li><li>Festool<\/li><\/ul><a class=\"pdm-ref-link\" href=\"https:\/\/www.prodata.de\/kundenbindung\/en\/references\/\">View references and customer stories \u2192<\/a><\/aside>\n\n\n\n<section class=\"pd-intro\"><div class=\"pd-intro-grid\"><div class=\"pd-intro-text\"><span class=\"pd-eyebrow\">Quick answer<\/span><p><strong>Zero-party data is information a person intentionally provides, such as interests, preferences, needs or purchase intentions.<\/strong> In a loyalty program, a participant might share it through a preference center, profile question, survey, quiz or product finder. The term is useful in marketing, but it is not a separate legal category in the GDPR. Each processing purpose still needs its own documented legal assessment, transparent information, suitable controls and accountable owner.<\/p><\/div><div class=\"pd-ap\"><div class=\"pd-ap-head\">Design before collecting<\/div><ul><li>Define the customer benefit first.<\/li><li>Request only usable information.<\/li><li>Keep purposes and permissions explicit.<\/li><li>Measure accuracy, freshness and activation.<\/li><\/ul><\/div><\/div><\/section>\n\n\n\n<nav class=\"pdm-nav\" aria-label=\"On this page\"><span class=\"pdm-eyebrow\">On this page<\/span><div class=\"pdm-nav-grid\"><a href=\"#zpd-definition\"><b>01<\/b><span>Define the data role<\/span><\/a><a href=\"#zpd-types\"><b>02<\/b><span>Distinguish data types<\/span><\/a><a href=\"#zpd-value\"><b>03<\/b><span>Design the value exchange<\/span><\/a><a href=\"#zpd-center\"><b>04<\/b><span>Build the preference center<\/span><\/a><a href=\"#zpd-control\"><b>05<\/b><span>Control purposes and consent<\/span><\/a><a href=\"#zpd-activate\"><b>06<\/b><span>Activate preferences responsibly<\/span><\/a><a href=\"#zpd-measure\"><b>07<\/b><span>Measure quality and value<\/span><\/a><a href=\"#zpd-provider\"><b>08<\/b><span>Select and operate the solution<\/span><\/a><\/div><\/nav>\n\n\n\n<span id=\"zpd-definition\" class=\"pdm-anchor\"><\/span><section><span class=\"pdm-eyebrow\">Chapter 01<\/span><h2>Define Zero-Party Data by the Customer&#8217;s Deliberate Action<\/h2><p><strong>The decisive feature is not the field name but the participant&#8217;s intentional disclosure.<\/strong> A customer actively selects preferred product categories, states a planned purchase, chooses a communication topic or answers a survey question. The company does not infer the answer from browsing history or purchase behavior; it receives a declared preference directly from the person.<\/p><p>This distinction helps program teams design better interactions. A preference such as \u201cinterested in running shoes\u201d has a different origin and confidence level from an observed click on a shoe page. Both may be useful, but the source, time, purpose and permission should remain traceable. A declared preference should not silently be treated as a permanent fact, and an observed behavior should not be presented as something the customer explicitly stated.<\/p><p>Zero-party data can include interests, sizes, preferred channels, service needs, event choices, product goals, delivery preferences or reasons for joining a program. Avoid requesting information merely because a field exists. Every question needs a use case, a participant-facing explanation and an owner who is responsible for what happens after the answer arrives.<\/p><p>The term \u201czero-party data\u201d does not replace the legal analysis. The program owner remains responsible for identifying the personal data involved, the purposes, legal basis, recipients, storage period, rights process and security measures. A qualified privacy or legal adviser should assess the concrete design before launch.<\/p><\/section>\n\n\n\n<span id=\"zpd-types\" class=\"pdm-anchor\"><\/span><section><span class=\"pdm-eyebrow\">Chapter 02<\/span><h2>Distinguish Declared Preferences From Observed and Partner Data<\/h2><p><strong>A reliable customer profile records where each item came from and how it may be used.<\/strong> Zero-party data is intentionally declared. First-party data is collected through the company&#8217;s own relationship and channels, including purchases, redemptions, service contacts, app events and website interactions. A declared preference can also be first-party data from the company&#8217;s perspective; the labels describe different aspects rather than mutually exclusive legal boxes.<\/p><p>Second-party data commonly describes another organization&#8217;s first-party data shared under an agreed relationship. Third-party data usually comes from outside the direct customer relationship. These industry terms can help architects describe provenance, but they do not determine lawfulness, accuracy or quality by themselves. The data controller still needs to know what was collected, from whom, for which purpose and under which conditions.<\/p><p>Keep a source attribute alongside the value. \u201cPreferred channel: email\u201d should be accompanied by whether the participant chose it, when they chose it, which interface captured it and which purposes it controls. A purchase-derived affinity score should be labeled as a model or observation rather than a stated preference. This prevents marketing automation from turning an uncertain inference into an apparently verified customer statement.<\/p><p>For the broader architecture, see <a href=\"https:\/\/www.prodata.de\/kundenbindung\/en\/building-a-first-party-data-strategy-with-loyalty\/\">building a first-party data strategy with loyalty<\/a> and the definition of <a href=\"https:\/\/www.prodata.de\/kundenbindung\/en\/what-is-first-party-data\/\">first-party data<\/a>. The present page focuses specifically on declared preferences inside a loyalty operating model.<\/p><\/section>\n\n\n\n<span id=\"zpd-value\" class=\"pdm-anchor\"><\/span><section><span class=\"pdm-eyebrow\">Chapter 03<\/span><h2>Design a Value Exchange Customers Can Understand<\/h2><p><strong>Participants share better information when the benefit is relevant, immediate and credible.<\/strong> The value exchange might be a more suitable recommendation, fewer irrelevant messages, a personalized service path, early access, a tailored reward choice or points for completing a useful profile. The benefit should match the sensitivity and effort of the requested information.<\/p><p>Start with the customer decision that the data will improve. If a retailer asks for size and style preferences, show how those choices affect recommendations or availability notices. If a B2B program asks dealers about product groups, use the answer to improve training, content or reward relevance. Avoid broad promises such as \u201ca fully personalized experience\u201d when only one small interaction will change.<\/p><p>Progressive profiling usually creates a better experience than a long registration form. Ask essential questions at enrollment, then introduce optional questions when there is a clear context. A product finder, seasonal planning tool or reward selector can capture useful preferences without making the interaction feel like data extraction. Display the stored answers so participants can review and update them.<\/p><p>Rewards for answering questions require special care. The incentive must not obscure what is being requested or remove genuine choice. Separate participation in the core loyalty service from optional data uses where necessary. The company and its advisers should decide whether consent is the appropriate legal basis for a purpose and how withdrawal affects the related feature.<\/p><\/section>\n\n\n\n<span id=\"zpd-center\" class=\"pdm-anchor\"><\/span><section><span class=\"pdm-eyebrow\">Chapter 04<\/span><h2>Build a Preference Center as an Operating Interface<\/h2><p><strong>A preference center is not only a settings screen; it is the participant-facing control surface for an ongoing data relationship.<\/strong> It should show meaningful topics, current selections, clear explanations and a simple way to change or remove answers. Behind the interface, every value needs provenance, time, purpose mapping and downstream synchronization.<\/p><p>The table translates the visible interaction into the minimum operating record. It is a design aid, not a universal legal checklist. The exact fields and controls depend on the program, the systems involved and the controller&#8217;s documented decisions.<\/p><div class=\"wp-block-table\"><table><thead><tr><th>Design element<\/th><th>Participant experience<\/th><th>Operating record<\/th><th>Control question<\/th><\/tr><\/thead><tbody><tr><td data-label=\"Design element\">Preference topic<\/td><td data-label=\"Participant experience\">Plain-language choice such as interests, sizes or service needs<\/td><td data-label=\"Operating record\">Value, source, timestamp and interface version<\/td><td data-label=\"Control question\">Is the answer necessary for a defined use?<\/td><\/tr><tr><td data-label=\"Design element\">Purpose notice<\/td><td data-label=\"Participant experience\">Explains what will change when the preference is supplied<\/td><td data-label=\"Operating record\">Purpose identifier, notice version and responsible owner<\/td><td data-label=\"Control question\">Can the use be explained without vague bundling?<\/td><\/tr><tr><td data-label=\"Design element\">Permission choice<\/td><td data-label=\"Participant experience\">Granular selection where the chosen legal design requires it<\/td><td data-label=\"Operating record\">Status, time, method, version and withdrawal event<\/td><td data-label=\"Control question\">Is refusal or withdrawal handled as designed?<\/td><\/tr><tr><td data-label=\"Design element\">Profile update<\/td><td data-label=\"Participant experience\">Shows and changes stored preferences without support friction<\/td><td data-label=\"Operating record\">Previous value, new value, correction link and effective time<\/td><td data-label=\"Control question\">Do connected systems receive the change?<\/td><\/tr><tr><td data-label=\"Design element\">Deletion or suppression<\/td><td data-label=\"Participant experience\">Clear route for the applicable request or setting<\/td><td data-label=\"Operating record\">Request status, system actions, exceptions and completion evidence<\/td><td data-label=\"Control question\">Are downstream copies and retention rules reconciled?<\/td><\/tr><\/tbody><\/table><\/div><p>The best interface language comes from real customer tasks. Use labels such as \u201ctopics I want to hear about\u201d instead of internal database terminology. Test the center with mobile devices, assistive technologies and realistic profiles, including a participant who withdraws a permission, changes an answer twice or uses more than one channel.<\/p><\/section>\n\n\n\n<aside class=\"pdg-personal-contact\" aria-labelledby=\"pdg-personal-18482\"><img decoding=\"async\" class=\"pdg-personal-photo\" src=\"https:\/\/www.prodata.de\/kundenbindung\/wp-content\/uploads\/sites\/6\/2025\/09\/thh-profilbild-neu.jpg\" alt=\"Thorsten Heftrich, Managing Director and Loyalty Consultant at PRODATA\" loading=\"lazy\"\/><div class=\"pdg-personal-copy\"><span class=\"pdg-personal-kicker\">YOUR PERSONAL CONTACT<\/span><h2 id=\"pdg-personal-18482\">Turn declared preferences into a useful loyalty journey<\/h2><p>Thorsten Heftrich discusses the value exchange, participant flow, data model, activation use cases and operating responsibilities for your project.<\/p><p class=\"pdg-personal-name\">Thorsten Heftrich<\/p><p class=\"pdg-personal-role\">Managing Director and Loyalty Consultant<\/p><div class=\"pdg-personal-links\"><a href=\"tel:+4972198171111\">+49 721 98171-111<\/a><a href=\"mailto:vertrieb@prodata.de\">vertrieb@prodata.de<\/a><a href=\"#pdg-final-cta\">Book a consultation &rarr;<\/a><\/div><\/div><\/aside>\n\n\n\n<span id=\"zpd-control\" class=\"pdm-anchor\"><\/span><section><span class=\"pdm-eyebrow\">Chapter 05<\/span><h2>Control Purposes, Consent and Participant Rights<\/h2><p><strong>Voluntary disclosure does not automatically make every later use permissible.<\/strong> The controller should define each purpose before collection and choose the appropriate legal basis with its advisers. Where consent is used, it needs to meet the applicable requirements, including a real choice, adequate information, specificity and a demonstrable affirmative action.<\/p><p>The EU GDPR principles include lawfulness, fairness and transparency, purpose limitation, data minimization, accuracy and storage limitation. Those principles translate into product decisions: ask only relevant questions, keep answers current, prevent incompatible reuse, show clear notices and set retention behavior. The official text is available in the <a href=\"https:\/\/eur-lex.europa.eu\/eli\/reg\/2016\/679\/2016-05-04\">General Data Protection Regulation<\/a>.<\/p><p>The European Data Protection Board&#8217;s <a href=\"https:\/\/www.edpb.europa.eu\/our-work-tools\/our-documents\/guidelines\/guidelines-052020-consent-under-regulation-2016679_en\">Guidelines 05\/2020 on consent<\/a> explain the conditions for valid consent and the relationship between specific purposes, granularity and withdrawal. Program teams should not compress unrelated personalization, analytics, advertising and partner-sharing purposes into one convenient switch when the approved design requires separate choices.<\/p><p>Participant rights and settings need operational routes, not just policy text. Define how access, correction, objection, withdrawal and deletion requests reach the systems that store or activate the data. Record exceptions and retention obligations decided by the controller. Test the route across the loyalty platform, CRM or CDP, campaign tools, service systems and exported datasets.<\/p><\/section>\n\n\n\n<span id=\"zpd-activate\" class=\"pdm-anchor\"><\/span><section><span class=\"pdm-eyebrow\">Chapter 06<\/span><h2>Activate Preferences Without Breaking the Customer Promise<\/h2><p><strong>The first activation should visibly deliver the value promised at collection.<\/strong> If a participant chooses relevant product areas, suppress unrelated content before adding more campaigns. If they state a preferred reward type, use that answer in the reward journey. If they select a service need, route the communication to a helpful next step rather than a generic sales message.<\/p><p>Create an activation map for every field: allowed purpose, eligible channels, audience rule, priority, expiry, fallback and owner. The map should distinguish a declared preference from a predictive score. When the two conflict, define which one takes precedence and for how long. A recent customer statement may deserve more weight than an older behavioral model, but that is a business rule to document and test.<\/p><p>Integrations should carry more than the value itself. Send the source, timestamp, status and relevant purpose identifier so connected systems can make consistent decisions. Handle late events, duplicate profiles, changed permissions and partial outages. A profile center that updates the loyalty database but leaves the campaign platform unchanged creates a misleading sense of control.<\/p><p>For related activation design, see <a href=\"https:\/\/www.prodata.de\/kundenbindung\/en\/loyalty-marketing-automation-automated-trigger-campaigns-in-the-customer-loyalty-program\/\">loyalty marketing automation<\/a>, <a href=\"https:\/\/www.prodata.de\/kundenbindung\/en\/real-time-personalization-in-loyalty-systems\/\">real-time personalization<\/a> and <a href=\"https:\/\/www.prodata.de\/kundenbindung\/en\/predictive-analytics-in-loyalty-programs-predicting-customer-behavior-and-increasing-loyalty\/\">predictive analytics in loyalty programs<\/a>. Each page addresses a separate layer: declared input, decision logic and model-supported inference.<\/p><\/section>\n\n\n\n<span id=\"zpd-measure\" class=\"pdm-anchor\"><\/span><section><span class=\"pdm-eyebrow\">Chapter 07<\/span><h2>Measure Data Quality Before Claiming Personalization Success<\/h2><p><strong>The number of completed fields is not a sufficient success metric.<\/strong> A large preference database can still be stale, contradictory or unused. Start with coverage: what share of eligible participants has supplied a relevant answer for a defined use case? Then measure freshness, update rate, invalid or conflicting values and the percentage of activations that actually used the declared preference.<\/p><p>Connect quality metrics to customer outcomes. Compare message relevance, product discovery, service completion, reward selection or engagement for participants whose current preference was used against an appropriate baseline. Avoid attributing every revenue change to the preference center. Campaign timing, channel mix, assortment, seasonality and selection effects can influence results.<\/p><p>Use holdouts or staged rollouts where proportionate and approved. Document the hypothesis, eligible population, treatment, comparison method and period before reading the result. Qualitative signals matter as well: complaints about irrelevant messages, profile-center abandonment, support contacts and withdrawal behavior can expose problems that an uplift dashboard hides.<\/p><p>Report both benefit and restraint. A successful zero-party data program may send fewer messages, remove unnecessary questions or retire fields that no longer improve a decision. Data minimization can improve trust and reduce operational burden while making the remaining information more useful.<\/p><\/section>\n\n\n\n<span id=\"zpd-provider\" class=\"pdm-anchor\"><\/span><section><span class=\"pdm-eyebrow\">Chapter 08<\/span><h2>Select a Provider for the Complete Preference Lifecycle<\/h2><p><strong>Provider selection should cover collection, activation, correction, withdrawal and exit\u2014not just the front-end form.<\/strong> Give each bidder the same use case: a participant selects two interests, changes one choice, withdraws a related permission and requests an export or deletion. Ask the provider to demonstrate every system event and responsibility.<\/p><p>Separate standard capability, configuration, individual development, client responsibility and third-party dependency. Request the data model, API behavior, permission logic, audit history, role concept, export format and evidence from testing. A generic statement that a platform \u201csupports zero-party data\u201d does not prove that it can preserve source, purpose and status through the complete architecture.<\/p><p>Commercial comparison should include discovery, UX and content design, data mapping, interface work, testing, migration, campaign configuration, reporting, support, ongoing change and exit. Ask how the provider handles duplicate identities, offline participants, minors or special categories if they are relevant to the intended program. These are scope questions, not automatic capabilities.<\/p><p>PRODATA can support the design and operation of loyalty and incentive programs through consulting, individual software work, integration, program services and reward fulfillment within an agreed project scope. The client remains responsible for controller decisions and the approved legal framework. For a broader provider process, see <a href=\"https:\/\/www.prodata.de\/kundenbindung\/en\/customer-loyalty-programs-an-overview-of-software-providers-and-selection-criteria\/\">loyalty software and provider selection criteria<\/a> and the <a href=\"https:\/\/www.prodata.de\/kundenbindung\/en\/prodata-facts-profile-and-overview-of-the-loyalty-provider\/\">PRODATA company profile<\/a>.<\/p><\/section>\n\n\n\n<section><span class=\"pdm-eyebrow\">Provider selection<\/span><h2>Use One Demonstration Scenario for Every Bidder<\/h2><p>Prepare one end-to-end scenario before the first vendor presentation. Include the enrollment notice, preference question, participant benefit, purpose mapping, identity key, update event, activation rule, withdrawal event, service request, export and final system state. Define the expected evidence for each step.<\/p><p>Ask who designs the participant language, who configures the field, who approves the purpose, who operates the interface and who resolves exceptions. Require the demonstration to show the actual records and handovers, not only a polished front end. The same scenario makes product depth, implementation effort and client dependency easier to compare.<\/p><p>Include an exit test. Preference values, source and status history, purpose mappings and correction links should be exportable in an agreed format. The contract should identify what remains available after termination, how downstream systems are reconciled and which party confirms completion.<\/p><\/section>\n\n\n\n<section><span class=\"pdm-eyebrow\">Implementation checklist<\/span><h2>What a Reviewable Zero-Party Data Brief Contains<\/h2><p>Record the customer problem, participant benefit, requested preference, purpose, legal assessment owner, collection interface, required notice, permission design, identity key, source field, timestamp, expiry rule, update route, activation systems, suppression behavior, rights process, retention decision, reporting metric and responsible operating role.<\/p><p>Label each item as confirmed, client-supplied, adviser-approved, technically demonstrated or open. Attach representative test cases for enrollment, optional refusal, preference change, permission withdrawal, duplicate identity, delayed interface event, deletion request and system exit. Every expected result should be observable in the participant experience and in the operating record.<\/p><p>Revalidate the brief when the purpose, requested data, participant population, channel, model, partner, system interface or legal assessment changes. A preference collected for one clearly explained use should not silently become a universal profile attribute for unrelated activation.<\/p><\/section>\n\n\n\n<section class=\"schema-faq\"><span class=\"pdm-eyebrow\">Frequently asked questions<\/span><h2>Frequently Asked Questions About Zero-Party Data in Loyalty Programs<\/h2><div class=\"schema-faq-section\"><h3 class=\"schema-faq-question\">What is zero-party data?<\/h3><div class=\"schema-faq-answer\"><p>Zero-party data is information a person intentionally provides, such as preferences, interests, needs or purchase intentions. It is a marketing and data-strategy term, not a separate legal category in the GDPR.<\/p><\/div><\/div><div class=\"schema-faq-section\"><h3 class=\"schema-faq-question\">How does zero-party data differ from first-party data?<\/h3><div class=\"schema-faq-answer\"><p>Zero-party data emphasizes deliberate disclosure. First-party data describes data collected through a company&#8217;s own relationship and channels, including transactions and interactions. Declared preferences held by that company can also be first-party data.<\/p><\/div><\/div><div class=\"schema-faq-section\"><h3 class=\"schema-faq-question\">Why use a loyalty program to collect declared preferences?<\/h3><div class=\"schema-faq-answer\"><p>A loyalty program can provide a continuing value exchange, authenticated participant relationship and relevant moments for progressive profiling. The design should show how each answer improves the participant experience.<\/p><\/div><\/div><div class=\"schema-faq-section\"><h3 class=\"schema-faq-question\">Is zero-party data automatically compliant with the GDPR?<\/h3><div class=\"schema-faq-answer\"><p>No. Intentional disclosure does not remove the need for a documented purpose, appropriate legal basis, transparent information, data minimization, rights handling, retention decisions and suitable safeguards.<\/p><\/div><\/div><div class=\"schema-faq-section\"><h3 class=\"schema-faq-question\">What should a preference center record?<\/h3><div class=\"schema-faq-answer\"><p>The agreed record can include the value, source, timestamp, interface and notice version, purpose mapping, permission status, change history, expiry rule and downstream synchronization state.<\/p><\/div><\/div><div class=\"schema-faq-section\"><h3 class=\"schema-faq-question\">What should buyers test when choosing a provider?<\/h3><div class=\"schema-faq-answer\"><p>Use one end-to-end scenario covering collection, update, activation, withdrawal, rights handling and export. Verify the participant experience, system records, interfaces, responsibilities, evidence and exit path.<\/p><\/div><\/div><\/section>\n\n\n\n<p class=\"wp-block-paragraph\">Before procurement closes, require a responsibility matrix connecting each customer-facing promise to a system event and owner. Distinguish the client as controller, its privacy and legal advisers, the loyalty operator, CRM or CDP owner, campaign team, service desk and relevant technology suppliers. For every handover, define input, output, timing, acceptance evidence and exception handling.<\/p>\n\n\n<p class=\"wp-block-paragraph\">Keep the approved purpose map, field definitions, notice versions, test cases, interface specification and operating evidence together throughout the program lifecycle.<\/p>\n\n<p class=\"pdg-source-note\"><small>Editorial and primary-source check: 8 September 2026. Sources: Regulation (EU) 2016\/679 and European Data Protection Board Guidelines 05\/2020 on consent. \u201cZero-party data\u201d is used as an industry term and not as a separate GDPR category. This page provides general program-design information and is not legal or data-protection advice for a specific case.<\/small><\/p>\n\n\n<section id=\"pdg-final-cta\" class=\"pdg-cta-band pdg-cta-final\"><div><span class=\"pdg-cta-kicker\">Next step<\/span><h2>Build a preference journey customers understand and teams can operate.<\/h2><p>Discuss the value exchange, participant experience, data model, activation use cases and responsibility boundaries with an experienced loyalty consultant.<\/p><\/div><div class=\"pdg-cta-actions\"><a class=\"pdg-cta-primary\" href=\"https:\/\/www.prodata.de\/kundenbindung\/en\/contact\/\">Book a consultation \u2192<\/a><a class=\"pdg-cta-phone\" href=\"tel:+4972198171111\">+49 721 98171-111<\/a><\/div><\/section>\n\n<\/div>\n\n\n\n<script type=\"application\/ld+json\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"FAQPage\",\"mainEntity\":[{\"@type\":\"Question\",\"name\":\"What is zero-party data?\",\"acceptedAnswer\":{\"@type\":\"Answer\",\"text\":\"Zero-party data is information a person intentionally provides, such as preferences, interests, needs or purchase intentions. 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