At Experian, we power data-driven advertising through connectivity. Today, we’re excited to introduce our newest offering, which helps drive that connectivity: Experian’s Collaboration in clean rooms. This offering is now generally available in InfoSum, AWS Clean Rooms, and others. Experian can now facilitate successful data collaboration across multiple secure environments, such as at Experian, through crosswalks, and now in clean rooms.
Whether you are a marketer or partner, introducing Experian’s signal-agnostic offline and digital identity graphs into your clean rooms lets you run identity resolution directly in the clean room. This means your data remains secure, while you and your partner experience higher match rates and you maximize your clean room investment, leading to:
- More resolved data
- More valuable insights and smarter activation
- More accurate and complete measurement
A leap forward in data collaboration
Backed by Experian’s Global Data Principles, Experian’s deep roots in identity and data security offer the most effective and trusted ways to match data and protect consumer privacy. Our signal-agnostic approach means we can resolve all types of offline and digital identity signals, which is valuable now and will become even more valuable as third-party cookies go away. Additionally, data hygiene is built right into our collaboration offering, helping to improve match rates.
The benefits of working with Experian’s rich identity data in a clean room environment are obvious so it is no surprise to see that 55% of data clean room users are using identity solutions in data clean rooms.
What are data clean rooms?
Data clean rooms are a tool typically used for data sharing, built on top of cloud providers such as AWS clean rooms. They protect data privacy while facilitating data collaboration among clients, marketers, businesses, and their partners. As the industry places greater emphasis on data security, clean rooms have emerged as secure environments that allow companies to:
- Enhance user privacy protection
- Minimize the impact of cookie deprecation
- Secure collaboration with data partners
The industry has quickly realized that, for what clean rooms offer by way of privacy and security, they lack resolution capabilities, typically yielding subpar match rates.
Benefits of Experian’s Collaboration in clean rooms offering
Built upon Experian’s rich offline and digital identity foundation, with support for various identifiers across platforms, Collaboration in clean rooms helps clients maximize the value of their data and meet the diverse needs of modern business.
Through Experian’s Collaboration in clean rooms offering, you can:
- Collaborate with partners for richer data insights
- Achieve higher match rates
- Improve audience building
- Produce more accurate and complete reports
- Ensure data privacy
Regardless of the identifier type you are looking to collaborate on, Experian has the identity data 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.
Get started with Collaboration in clean rooms today
Get the most out of your first-party data with Collaboration in clean rooms, which is essential for businesses that want to compete in a fast-paced market and connect with consumers in today’s data-driven world. We understand the importance of data collaboration and make seamless, secure data sharing possible between partners.
Connect with us today to find out how Experian’s Collaboration in clean rooms offering ensures privacy while allowing you to extract valuable data insights for smarter data-driven advertising.
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In 2013 and beyond, marketers will have to work even harder to gain and maintain position in organic search results. They’ll also need to spend more effectively on paid search ads by knowing how their target customers use search, and by applying insight into their behaviors and attitudes to plan and execute better content and campaigns. Here’s an excerpt on the search landscape from the upcoming 2013 Digital Marketer Report: Five Websites captured 20 percent of all search activity in Q4 2012, while the top 500 captured nearly 50 percent. Expansion to the top 1,000 Websites reached nearly 75 percent, highlighting the challenges for marketers to reach potential customers through search, even for those with a large Web presence. Top five Websites to capture search clicks Websites Domain Q4 2012 – share of search clicks Facebook www.facebook.com 8.48% YouTube www.youtube.com 5.55% Yahoo! www.yahoo.com 2.63% Wikipedia www.wikipedia.org 2.01% Amazon.com www.amazon.com 1.40% Source: Experian Marketing Services’ Hitwise Source: Experian Marketing Services’ Hitwise Even through paid search, the landscape changes very little — the top 10 Websites captured 16 percent of all paid search clicks, and the top 500 captured 56 percent. Top five Websites to capture paid search clicks Websites Domain Q4 2012 – share of paid search clicks Amazon www.amazon.com 4.19% eBay www.ebay.com 3.46% eHow www.ehow.com 2.44% BestBuy www.bestbuy.com 1.06% Yahoo! Shopping shopping.yahoo.com .85% Source: Experian Marketing Services’ Hitwise Source: Experian Marketing Services’ Hitwise Breaking through the clutter is key to reaching customers who are in the market for your product and services. Understanding who your ideal customers are can help to focus your search campaigns on these consumers and see greater campaign effectiveness. For more digital consumer insights, pre-order The 2013 Digital Marketer Report today.
With the New Year upon us, many Americans have turned to the Internet to help with their 2013 resolution of losing weight. According to Experian Marketing Services’ data, the most searched for diet was the “Paleo diet” for the week ending January 5, 2013. Searches for diets are one of the more predictable patterns on the Internet, with the high point always being the first of the year, and the low-point being around Thanksgiving week. Marketers can benefit from this trend by understanding and planning around the seasonality of this interest. Other top 10 searches that contained the term diet for last week included popular diets such as the Atkins diet, Gluten Free diet, and the 8-hour diet. Additional top 2013 diet searches included the Cabbage Soup diet, South Beach diet, Shred diet and the HCG diet. The Paleo diet, Gluten Free diet and Shred diet are all new to the top 10 list. Looking back at the same week in 2012 the Dash diet owned the #1 spot, and in 2011 the HCG diet was #1. The actual top overall search term this past week was Paula Deen diet, as she announced that she lost more than 30 pounds after revealing she had diabetes earlier in 2012. Interestingly enough, the term diabetic diet made the top 10 searches for the second straight year. Other trends we noticed include the continued popularity of low carb diets with the Paleo, Atkins, South Beach diets all taking top place in search term data. We’re also seeing the return of a religion based diet (the Jesus diet was popular in 2010) with the Daniel's diet among the top 20 searches in 2013. Many fad diets pop-up this time year usually with a time period attached – 2-day, 17-day or 3-day diets. So who is doing all the searching? Females accounted for 58% of diet searches this past week and households who earn between $30K-60K a year made up the majority of searches with 33%. The states with highest index of diet searches include: Delaware, North Dakota, Wyoming, Wisconsin and Nebraska. For more insights like this please follow us on twitter @ExperianMKT. Learn more about the author, Matt Tatham
The home stretch for the holidays is nearing as second wind for retailers is just starting as Experian Marketing Services analyzes the post-Christmas retail trend. Christmas Day 2012 saw a 27% increase in online traffic to the top 500 retail sites compared to 2011. The top retail sites received more than 115.5 million total U.S. visits. To date the holiday online traffic for the past 7 weeks to retail sites are up 10% for 2012 vs. 2011. Each retail holiday milestone day saw online traffic increases so far this season. Amazon remained the top visited site among retailers for this past week ending Dec. 22, 2012 and was also the top visited site on Christmas Day. Walmart, Target, BestBuy and Macy’s round out the top 5 most visited sites. The chart below includes the top 10 results: As tablets dominated our weekly top product search lists all holiday season it wasn’t surprising to see that the Apple iTunes site visits increased 193% and Apple.com visits increased 155% on Christmas Day 2012 vs. Christmas Eve 2012. The top product search terms sending traffic to the Apple.com site were iPod Nano, iPad Mini and iPad 4. Amazon.com visits increased 24% on Christmas Day 2012 vs. Christmas Eve 2012 as the top product search terms sending traffic to their site were Amazon Kindle, Kindle Fire and Kindle Also seeing growth were gift card searches as the year-over-year total search volume for "gift card" variations increased 6.1% this year compared to 2011. The big spike in searches happened last week (as online shoppers passed shipping deadlines). Below are the top 10 gift card searches for last week. We will continue to publish retail site data and insights through this holiday season. Please leave us a comment below if you have any specific questions along the way. UPDATE: The top 500 retail sites received more than 129 million total US visits on Dec. 26th, an increase of 1% compared to 2011 and 12% compared to Christmas Day 2012. Amazon was the top site followed by Walmart, Target, BestBuy and Macy’s. JCPenney, QVC and The Home Depot all moved into the top 10 on the day after Christmas. Learn more about the author, Matt Tatham