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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John Fetto, our Senior Research and Marketing Analyst, explored the top five lessons from the 2014 holiday season and provided tips to help marketers revamp their 2015 holiday campaigns. 1. Move over desktops, consumers are using mobile to search for deals Deal seeking is moving to mobile where consumers have access to pricing and coupons while they are on-the-go and closer to making a purchase decision. In fact, searches for “mobile coupons” are up 14 percent since July when mobile search data was incorporated. As for timing, peak deal-seeking searches typically occur during the holiday shopping season, but the past two years, holiday and back-to-school were nearly equal. For marketers to not leave money on the table, it is critical to target deals and discounts strategically to consumers who need and want them most. 2. The must-have gifts of 2014 2014 was the year of the "Internet of Things," the rapidly growing trend in devices — beyond smartphones, tablets and computers — that connect to the Internet. In particular there was a big leap this season in searches for portable fitness devices and smart watches were up 235 percent year-over-year. Additionally, searches for smart televisions were up 30 percent and searches for smart home automation devices were up 67 percent year-over-year. Savvy marketers will use these insights to reach customers in a myriad of new channels in 2015. 3. Reach consumers later in the week It’s no surprise that the three busiest shopping days this past holiday season were Cyber Monday, Thanksgiving and Black Friday, each capturing more than 225 million online visits to the Hitwise Retail 500. Diving deeper into significant peak days in December, we found that Tuesday and Wednesday earned top spots as key online shopping days. This gives marketers the ability to reach consumers with more relevant messages later in the week and drive in-store sales for the weekend ahead. 4. Email is the second biggest driver of traffic Email continues to be a strong driver of online traffic. In 2014, search engines drove 41 percent of the traffic to the Hitwise Retail 500, followed by email with 8.15 percent. Looking at the performances by key peak days, email was a strong driver of traffic on Thanksgiving and Black Friday, and social media drove the most traffic on Cyber Tuesday, the Tuesday after Thanksgiving. 5. Mobile is a strong driver of traffic to retail sites Much of the mobile activity on retail sites comes from browsing while shopping, whether it’s for price comparison, inventory analysis or to find store hours or locations. In fact, a new study from Experian Marketing Services found that 83 percent of cell phone owners now engage in shopping activities on their phone immediately before, during or after visiting a store. In addition, 53 percent of smartphone owners visit shopping websites from their phone during a given month versus 41 percent who use shopping apps during the same time frame. While mobile apps are great ways for marketers to interact with existing customers, mobile web is critical for reaching potential new customers. Marketers who focus their mobile efforts on developing mobile apps at the expense of mobile optimized sites are likely missing the opportunity to attract new shoppers. Learn more about the 2014 holiday season to prepare for next year Watch the Five things we learned this holiday season webcast for deeper insights into these trends: What branded products and product categories were hot this season Mobile shopping trends, including how much consumers are shopping and buying online Consumers’ deal-seeking tendencies and the trend of omnipresent sales, discounts and coupons Analysis of the peak online shopping days and seasonal traffic trends Which retailers were successful this season and the digital channels that were effective in driving traffic
It seems that every time I go into a store today, I am offered a loyalty card. From one of my favorite local restaurants to my shoe store VIP program, I feel like I am getting a host of emails and points at every turn. Statistics support my theory: according to a recent Experian Data Quality study, 91 percent of organizations use loyalty programs. Why did they become so prevalent? Today’s consumer is more empowered than ever before and driving major change within business. In the era of Yelp, digital channels and a 24/7 shopping cycle, organizations have less control. Just look at the shoe market, which you can tell I pay attention to. It used to be that you would purchase whatever your local department store or brick-and-mortar retail had to offer, which might be 50 different options. Now, you can go online, read reviews and browse hundreds of different choices based on style and color. In fact, last night I went online and searched for black boots and scrolled through six pages of different options! Loyalty programs are a counter balance to that choice and empowered customer behavior. They make sure that while I am shopping for shoes, I am probably doing it through my preferred store and earning reward points for free merchandise. And through the loyalty process, companies are collecting a lot of data. Customers usually need to provide more than three types of information to sign up, the most popular being email, followed by name and phone number. However, collecting this information accurately isn’t always easy, which is why poor data collection is one of the leading problems for loyalty programs. Eighty-one percent of companies face challenges related to these programs, the two biggest being not enough customers signing up and poor contact data. Inaccurate data means that a customer has signed up, but the marketer is unable to communicate with them in the desired channels. This clear drop in communication and a potentially bad customer experience could be by improved data collection. Sixty-four percent of respondents say this is a needed improvement. Let’s go back to my shoe retailer example. If they had collected my email wrong, I wouldn’t get my email confirmations or offers around upcoming sales. If they got my address wrong, I wouldn’t be receiving my shoes. Considering how much money I spend on shoes annually, which I am ashamed to admit, if any of those items went wrong, I might switch to a competitor. That can equate to a lot of money annually, especially when you look at it across a large number of clients. When a customer chooses to sign up for a loyalty program, they are making a commitment to the company and expecting something in return, be it points, free shipping, coupons or just company updates. However, if bad contact information is collected, then the consumer often never receives the benefits, resulting in a bad customer experience. In the next year, marketers need to data validation in place to ensure information is accurate upon collection. This type of software can be implemented across all channels where information is collected and ensure data is accurate while the consumer is still engaged. If information is accurate when it is collected, then loyalty programs have a better chance at engaging consumers and actually seeing the benefit that a loyalty program can provide. To learn more about loyalty programs and the research mentioned above, please read our new white paper, Driving customer loyalty.
When building marketing plans these are the top trends marketers need to know and consider Crowdsourcing, Programmatic Buying, The Internet of Things … these are all concepts that today’s savvy marketer needs to be thinking about. We can’t emphasize it enough: the marketing landscape changes almost daily, sometimes without us even realizing it. The three concepts I just mentioned weren’t even part of our lexicon a few short years (or even months) ago, but are now important trends marketers need to know and consider when building out marketing plans. Take crowdsourcing, for example. Experian Marketing Services research showed that the number of ratings or reviews posted online has increased by 30 percent in the past two years and the number of adults who say they pay attention to such reviews has increased by 33 percent. Brands are capitalizing on the trend by engaging their consumers in communities that share their content and even help them design new products. Programmatic Buying, which refers to the automation of online ad buying, has exploded over the last few years as publishers like AOL have started focusing less on selling remnant inventory and started offering their premium inventory to advertisers up front. This has led to the packaging of “audiences” that marketers can use to target customers across channels and devices. And one of this year’s biggest trends is the rise of the “Internet of Things,” which is, essentially, everyday objects that connect to the Internet to improve efficiency, connectivity and user experience. Think smart light bulbs that you can control from your smartphone, or smart thermostats that also connect to your phone and allow you to adjust the temperature in your house before you get home from work. If you find these concepts interesting, please read “Trending Now” to get more insights into these trends marketers need to know and several other fresh marketing ideas that are changing the way marketers are thinking about planning today.