ZARZA We are Zarza, the prestigious firm behind major projects in information technology.
Listen "š® Data with a Dopamine Kick: Gamification, Zero-Party Data, and Personalization - with COO of Scratcher, Nikolaj Skarbye"
Episode Synopsis
In this episode of Hello $Firstname, Iām joined by Nikolaj Skarbye from Scratcher.io for a deep dive into what might be the most overlooked shortcut to personalization: asking people directly - while making it fun.
At the heart of our conversation is zero-party data: the kind of willingly shared data that can include preferences, intentions, interests - even motivations. And instead of waiting for transactional behaviour to build up, gamification offers a way to collect this data early in the journey, at scale, and in ways that engage rather than interrupt.
The twist?
If done well, gamification doesnāt just capture data - it builds emotional connection with the brand while itās at it.
š Highlights from the episode:
Beyond Spin-the-Wheel: From preference quizzes to product advisors and loyalty re-engagements, the real power of gamification lies in how it's designed, branded, and contextualized - not just the mechanics.
Short-cut to Smart Segmentation: You donāt have to wait for purchase data to personalize. Interactive experiences can surface intent and profile data long before a sale.
Data That Feeds the CX Layers: Zero-party data connects the Content Layer, Data Layer, and Personalization Layer - bridging marketing, CRM, and even call centre scripting.
Creative Use Cases: From Penguin knowledge tests for NGOs to Whopper giveaways at Burger King, and B2B IT assessments - Nikolaj shares cases that go well beyond e-commerce.
The Incentive Myth: Big prizes donāt always mean better participation. Smaller, brand-relevant rewards often lead to higher redemption rates and better lead quality.
From Collecting to Activating: We explore how zero-party data gets mapped, enriched, and activated across CDPs, ESPs, web personalization, and even in-store experiences.
šŗ Watch the full video
š® Check out Scratcher
š Want more?
This episode is part of Season 2 of Hello $Firstname, based on the book Hello $Firstname ā Profiting from Personalization and the Content Crisis Manifesto.
š Buy the book
š Get the abstract
š§ Listen to the audiobook
š¼ļø Download the models & illustrations
š¤ Book Rasmus for a keynote or workshop
At the heart of our conversation is zero-party data: the kind of willingly shared data that can include preferences, intentions, interests - even motivations. And instead of waiting for transactional behaviour to build up, gamification offers a way to collect this data early in the journey, at scale, and in ways that engage rather than interrupt.
The twist?
If done well, gamification doesnāt just capture data - it builds emotional connection with the brand while itās at it.
š Highlights from the episode:
Beyond Spin-the-Wheel: From preference quizzes to product advisors and loyalty re-engagements, the real power of gamification lies in how it's designed, branded, and contextualized - not just the mechanics.
Short-cut to Smart Segmentation: You donāt have to wait for purchase data to personalize. Interactive experiences can surface intent and profile data long before a sale.
Data That Feeds the CX Layers: Zero-party data connects the Content Layer, Data Layer, and Personalization Layer - bridging marketing, CRM, and even call centre scripting.
Creative Use Cases: From Penguin knowledge tests for NGOs to Whopper giveaways at Burger King, and B2B IT assessments - Nikolaj shares cases that go well beyond e-commerce.
The Incentive Myth: Big prizes donāt always mean better participation. Smaller, brand-relevant rewards often lead to higher redemption rates and better lead quality.
From Collecting to Activating: We explore how zero-party data gets mapped, enriched, and activated across CDPs, ESPs, web personalization, and even in-store experiences.
šŗ Watch the full video
š® Check out Scratcher
š Want more?
This episode is part of Season 2 of Hello $Firstname, based on the book Hello $Firstname ā Profiting from Personalization and the Content Crisis Manifesto.
š Buy the book
š Get the abstract
š§ Listen to the audiobook
š¼ļø Download the models & illustrations
š¤ Book Rasmus for a keynote or workshop
In God we trust