A Guide To Data Collaboration and Clean Rooms

Beyond data collection, what is data collaboration? This isn’t an easy question to answer.  Where do you start? Terminology like data clean rooms or interoperability can make understanding data collaboration and its value feel complex and nearly impossible.

LiveRamp shares answers and a few of the insights they shared for marketers:

1. What are data collaboration and clean rooms?

A)    Optimizing the merging of two first-party data sets from both the client and its media affiliates. 

B)    A clean room is a neutral secure data environment that enables multiple parties to participate in compliance, with privacy regulations, to maintain control of its data.

2. Why are clean rooms important for data collaboration?

Data Monetization Marketing is the projected wave of future. Terms like “Data Dominance” are being bolstered by billion-dollar global agencies. Procuring a secured partnership that protects your data as well as the privacy of your customers is foundational, moving forward.

3. Is identity essential to data collaboration that uses clean rooms?

Very few clients have the infrastructure to identify, much less track customers throughout the purchase cycle. An email address, as example, would allow you to resolve any disparate touch-points to one, unified customer I.D. or however you define your CRM, thus allowing you connect the online to the offline.

4. How do clean rooms help optimize my marketing strategy and media spend?

o   Collaboration Partnership to share sensitive data while sustaining proprietorship in a way that is mutually beneficial to both parties.

o   Identity Resolution Improves accuracy, when targeting.   

o   Consolidation Optimizes frequency, which significantly improves media spend.

o   Interoperability A mechanism to activate, measure, target, and attribute downstream or upstream touchpoints in a way that doesn’t break the customer journey.

o   Attribution The practice of evaluating the marketing touchpoints a consumer encounters on their path to purchase thereby determining which marketing tactics are contributing best to sales or conversions.

Start this new sales cycle with a plan to create stronger connections with customers. Let’s meet to discuss how to improve your tech stack strategy with data collaboration and clean rooms.