After a six-month beta period, collaboration in Snowflake Data Clean Rooms using Experian’s offline or digital graph is now generally available for all clients. As part of this, Experian is excited to announce that Experian’s identity graph will be integrated into Snowflake’s Data Clean Rooms. With the growing importance of data privacy and marketing efficiency, this partnership builds off of Experian’s previously-announced integration into Snowflake’s AI Data Cloud for Media.
Adding Experian’s identity graph to Snowflake Data Clean Rooms helps advertisers, advertising platforms, and measurement partners work more effectively. Built upon Experian’s rich offline and digital identity foundation, with support for various identifiers across platforms, collaboration in Snowflake Data Clean Rooms helps clients maximize the value of their data and meet the diverse needs of modern business:
- Collaborate with partners for richer data insights
- Achieve higher match rates
- Improve audience building
- Produce more accurate and complete reports
- Ensure data privacy
- Seamless integration of AdTech and MarTech platforms
Regardless of the identifier type you are looking to collaborate on, Experian has the identity data in Snowflake Data Clean Rooms to support you and your partner. This leads to higher match rates and more resolved data for you to use to benefit your media initiatives.
“Integrating Experian’s identity graph into Snowflake Data Clean Rooms marks a transformative leap for digital marketing. This collaboration empowers advertisers, programmatic platforms, and measurement partners with unparalleled accuracy, privacy, and efficiency. Together, we are excited to provide innovative solutions to meet the evolving needs of our clients.”
Kamakshi Sivaramakrishnan, Head of Data Clean Rooms at Snowflake
The Experian and Snowflake partnership showcases how collaboration can enhance scalability and cost-efficiency. Data clean rooms provide a secure environment where multiple parties can share, join, and analyze their data assets without leaving the clean room or exposing the underlying data. By integrating Experian’s identity graph within Snowflake’s secure platform businesses of all sizes can receive advanced data collaboration and identity tools without the high costs usually involved.
The integration prioritizes consumer privacy and data security. Backed by Experian’s Global Data Principles, Experian’s deep roots in data protection and security provide customers with the most trusted way to share data and protect consumer privacy. With Experian’s graph in Snowflake Data Clean Rooms, customers will get a solution that respects customer consent, safeguards sensitive data, and ensures that processing occurs with the utmost respect for user confidentiality and preferences.
Further, Snowflake Data Clean Rooms uses advanced methods to preserve privacy, such as differential privacy and secure computations on encrypted data, enabling data security and integrity. Together, these methods prevent unauthorized access by keeping sensitive data within the secure confines of the cleanroom on a strict, collaboration-to-collaboration basis.
The collaboration between Experian and Snowflake significantly enhances data matching and identity resolution within the Snowflake Data Cleanroom. Experian’s identity solution uses digital identifiers like hashed emails, MAIDs, and CTV IDs and offline identifiers like name and address. This allows advertisers to reach more consumers and enrich their data. Marketers can easily use their first-party data in the cleanroom, and with Experian’s Graph, they get higher match rates for more accurate targeting and campaign measurement.
The continued partnership between Snowflake and Experian provide advertisers, platforms, and measurement providers a secure and effective way to collaborate. This sets the stage for continued innovation in programmatic advertising, ensuring that our solutions evolve in step with our clients’ needs.
If you’re not utilizing clean rooms for collaboration but have advanced identity needs, you can license our Graph and seamlessly integrate it into your Snowflake account.
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Even though most kids haven’t even completed their current school year, now is the time for retailers to start preparing their 2012-2013 back-to-school marketing strategies. I remember growing up as a kid in rural Massachusetts thinking about how “back-to-school” TV ads were so irritating. Back-to-school? In July? I’m not even half way through my summer vacation! Little did I know back then that marketers like to get an early start to the back-to-school sales season by planting seeds with their target audience and hoping those seeds grow into a healthy crop of new customers. This remains true today and planting season starts even earlier. The back-to-school sales season represents a huge opportunity for marketers. Here are some facts and figures that help quantify the size of the market: According to the National Retail Federation, consumers will spend approximately $70 billion on back-to-school merchandise. About $23 billion of this is spending by parents of children in kindergarten through 12th grade. The remainder represents spending by students starting or returning to college. All told, the back-to-school season is the second largest consumer spending event for retailers outside of the winter holidays. According to the U.S. Census Bureau, this year there will be over 55 million students enrolled in schools from pre-kindergarten through high school. About 56% of these students are in grades one through eight, 28% are in high school and 15% are enrolled in preschool or kindergarten. About one-third of households contain children under age 18. That translates to roughly 38 million households. The vast majority of these contain school-age children. The back-to-school season is not just about reaching kids in elementary school, middle school, junior high school and high school. Another 20 million students are expected to be attending college. That’s a huge opportunity to sell things like dorm room furnishings, electronic gadgets and computers, just to name a few. With every marketing opportunity come certain marketing challenges. It’s never easy. Marketers of back-to-school products face their own set of challenges when vying for the attention of parents of school-age children. Here are some specific examples: Who are my key targets and how can I differentiate my marketing message? Targeting a market that includes a vast array of families with contrasting attitudes, opinions, motivations, lifestyles and shopping behaviors is incredibly challenging. Not all of these families are working from the same shopping list. And not all of these families will respond to the same marketing message. Segmenting your market into finer target audiences is highly recommended. How should my marketing budget be allocated across multiple online and offline channels? You have multiple sales and marketing channels to consider. You don’t want to build a marketing plan without a well-defined strategy for reaching your best targets. For instance, moms have a greater propensity to have a smartphone compared to the overall adult population. Thus, marketers should then be thinking about integrating mobile applications into their overall strategy. What can I do to make my message stand out above the crowd? Put yourself in the consumer’s shoes. I’m sure some of you are parents with children in school or in college. It’s a very crowded and cluttered back-to-school marketplace with many, many retailers clamoring for attention. One idea for standing above the crowd is to start by identifying your existing customers who are most likely to have families with children. Then send them an email early in the summer with suggestions for fun things to do this summer season. This can be followed up later with an email campaign containing some tips about getting ready for back-to-school. The key is to grab their attention and start engaging early. What variety of offers and promotions will enable me to capture a significant share of back-to-school expenditures? To capture your fair share of the back-to-school market you’ll need to develop offers and promotions that are both enticing and relevant. This requires learning as much as you can about your prospects and what motivates them to buy. For instance, a typical mom with elementary school-age children might enter the back-to-school season with the following thoughts: “I want to buy him the cool gear to go back to school with: new clothes, shoes, backpack and lunch box. And I don’t mind, I actually LOVE back to school shopping.”* That mom may quickly respond to your marketing message. Or, you could have a mom with these thoughts: “I’m not upper class – we’re in the lower/middle income bracket and money is tight for us. I budget for school expenses as I would anything else…and I won’t have my son miss out because ‘we can’t afford’ something… I’d give up something else first.”* She loves shopping for back-to-school, she has budget limitations, and she’s willing to make certain adjustments to her budget with the best interests of her child in mind. If you knew what she was most likely to be thinking, do you think it would influence the messaging and offers you would use to attract her? Well, of course. Attitudes shape shopping behavior. ___________________________________________________________________________________ Watch our recent webinar about planning your back-to-school marketing campaigns in style. And stay tuned for part two of my blog series on the topic in a few days. *Feedback was compiled from PHD in Parenting: http://www.phdinparenting.com/2011/08/22/who-should-pay-for-school-supplies/
Facebook has become a cultural phenomenon over the years and an object of affection for marketers to connect with its users. Experian Simmons has put together 10 consumer behavioral stats based on their National Consumer Study and New Media Study about the social networking site leading up to its Friday IPO launch: 39% of Facebook users say “this website gives me something to talk about.” Top 3 reasons Facebook users visit social networking sites: 86% to keep in touch with friends 72% for fun 66% to reconnect with/find people they’ve lost touch with 78% of Facebook users have shown support for a group or business on a social networking site. 34% of Facebook users have played games on a social networking site. Among those: 73% play social games (like Farmville, SIMS social, etc) 68% play casual games (like Bejeweled, etc) 73% play games on a social networking site once or more a day 28% of Facebook users with cell phones and 42% of Facebook users with a tablet computer have downloaded a social networking app for the device Adult residents of the following Designated Market Areas (DMAs) with 1,000,000 or more adult residents are the most likely to have visited Facebook in the last 7 days: ) Seattle-Tacoma, WA Austin, TX Salt Lake City, UT Portland, OR Washington, DC 15% of Facebook visitors follow a musical group on a social networking site, 14% follow a TV show, 11% follow a newspaper or news outlet and 4% follow a magazine. The average Facebook user is 39.3 years old. The average Facebook user claims an annual household income of $69,900 with annual household spending on discretionary goods and services of $15,500. Hispanic users of Facebook are 55% more likely than non-Hispanic users to say they like to follow their favorite brands or companies on social networking sites. Don’t miss 15 stats about Facebook, previously posted on the Experian Marketing services blog. . For more information like the data provided above please download the Experian Marketing Services 2012 Digital Marketer report.
Today, it costs more than $40 to send a five pound package from the U.S. to Canada or Mexico. The cost to Europe or South America is even more expensive. For U.S. companies operating on a global scale, such as retail specialists or ecommerce organizations, address accuracy is crucial. Organizations can’t afford undeliverable mail and packages due to a wrong address – the total cost would be unmanageable. Mistakes happen frequently, whether it is an error by the company or the customer. If a mistake is made, companies can’t ask the customer to cover delivery fees, leaving the organization with the bill. Retailers must also consider potential delays due to long distances and custom checks. Altogether, address errors result in a poor customer experience and a decrease in efficiency. Implementing international address verification will save money, time and improve the customer experience. By combining primary address data from national postal authorities with partner-supplied data, businesses can verify international addresses from countries all around the world.