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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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.