Imagine a world where a global airline and a luxury hotel chain want to reward their mutual “diamond-tier” travelers with a bespoke vacation package. Historically, to do this, both companies would have to export sensitive customer lists into a shared spreadsheet or a third-party database, risking data leaks, violating privacy regulations, and creating a nightmare of data duplication.
In the end, the risk usually outweighs the reward, and the partnership stalls. This missed opportunity happens because companies cannot safely collaborate on their most valuable asset: their data.
To solve this, we are thrilled to introduce Salesforce Data 360 Clean Rooms, now generally available. This solution provides a secure, privacy-safe environment that allows multiple parties to join their datasets together for analysis without ever actually “sharing” or moving the raw data itself. Built on Data 360’s Zero Copy capabilities, we allow you to analyze your partner’s data right where it lives, eliminating the need for risky data transfers and ensuring that your sensitive PII (Personally Identifiable Information) is never compromised. It’s how you can combine data with others to get shared insights without ever giving up control of your own data. Additionally, companies can securely collaborate with partners through our privacy-enhanced, native integration with AWS Clean Rooms.
From Friction to Flow: Real-World Use Cases
For years, the risk and headaches associated with sharing data meant high-value partnerships never got off the ground. But with Data 360 Clean Rooms, businesses can now safely collaborate with partners using shared data. Here’s how that looks in practice:
- Retail & CPG: Closing the Attribution Loop A snack brand sells through a national grocery chain. The brand spends millions on ads but doesn’t know which ads led to a bag of chips being bought in-store. With Data 360 Clean Rooms, the brand and the retailer can securely “match” ad views to point-of-sale transactions. They get the insights they need to optimize spend without ever seeing each other’s raw customer files.
- Financial Services: Stopping Fraud in its Tracks Fraudsters don’t attack just one bank — they attack the system. Using Data 360 Clean Rooms, a consortium of banks can securely compare transaction patterns to identify fraud rings in real-time. They can protect the financial ecosystem without exposing a single private account balance or customer name to their competitors.
- Travel & Hospitality: The Ultimate Guest Experience An airline and a hotel group can match high-value guest segments to deliver personalized, cross-channel offers. They gain a 360-degree view of the traveler while ensuring customer lists never leave their respective environments.
Under the Hood: How it Works
Data 360 Clean Rooms uses a “private join“ mechanism. Your data and your partner’s data are matched using encrypted keys (like hashed emails). These keys are never visible to either party. The Data 360 Clean Rooms service manages the join process “behind the curtain.”
Once the match is made, the system allows for specific, pre-approved queries that provide the answer without showing the record. You maintain full control over your data governance via policy-based controls and tailored query constraints, ensuring that you only share the insights, never the secrets.
Why Data 360 Clean Rooms
While many platforms offer technical clean rooms, Salesforce Data 360 Clean Rooms is the only solution designed to make those insights actionable immediately across your entire business. Salesforce Data 360 Clean Rooms stands apart in several key ways:
- Unified Context for Business Users: We bring harmonized and unified context to the process, ensuring collaboration happens on modeled, trusted insights rather than raw tables.
- In-Line Governance & Security: We bake in governance and security with policy-based controls ensuring only the right data is shared.
- Actionability In The Flow of Work: Results are actionable immediately. Because the Data 360 Clean Rooms solution is natively connected to the Salesforce platform, you can put insights to work securely—whether activating a segment in Marketing Cloud or triggering an agent in Agentforce.
- Custom Use Case Templates: This gives data science teams the flexibility to design and use their own advanced, proprietary queries beyond the pre-built templates.
- Collaborate Across Any Cloud: Securely connect with partners regardless of which cloud provider they use. Our “Bring Your Own Clean Room” (BYOCR) capability, including a native integration for AWS Clean Rooms, ensures you can find hidden audiences on the platforms they already use.
“AWS Clean Rooms helps companies and their partners across industries securely analyze and collaborate on their collective datasets to generate unique insights in a privacy-enhanced way—all without sharing or copying one another’s underlying data. We’re excited that Salesforce Data 360’s integration with AWS Clean Rooms is extending these capabilities to Salesforce users and accelerating privacy-enhanced data collaboration use cases,” said Davor Golac, General Manager, AWS Clean Rooms.
Watch the Data 360 Clean Rooms Demo
70% of data leaders are expanding external data sources to fuel growth. But traditional sharing methods can cause data leaks and risks. Clean Rooms makes collaboration safe.
Customer Story: Salesforce as “Customer Zero”
At Salesforce, we act as our own “Customer Zero” to prove the value of our technology. Our marketing organization is already using Data 360 Clean Rooms to solve two big challenges: proving the value of brand advertising and accelerating the sales pipeline.
By securely matching ad partner data against our internal CRM data, we can identify highly engaged viewers who also have an active opportunity in our pipeline. Instead of serving generic ads, we push a “next best message” to accelerate deal velocity.
What’s in the Works
Here are some of the powerful Data 360 Clean Rooms capabilities on our product roadmap:
- Provider-Direct Activation (Spring 2026): Look for enhanced capabilities to activate insights directly with partners.
- Governed Activation, Amplify Reach, and AI (2026): This will further deepen the secure and governed integration of Data 360 Clean Rooms insights with AI and activation workflows.
We are moving past the era of fragmented data and missed partnership opportunities. With Data 360 Clean Rooms, you can finally unlock the connected customer experiences you’ve envisioned, all while strengthening customer trust.
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