Introducing… Data Clean Room Technology

Consumers today expect brands to use their data to provide exceptional experiences. But useful customer data doesn’t just sit within the realms of a single organisation. 

Data clean room technology is a new extension of Data 360, offering organisations the ability to securely share audience demographics through segments in a safe and secure environment.

By sharing two segments of audience information, both organisations can get unique insight in a secure and private environment.

You can analyse the overlap between your existing customer data and another brand or data provider, gaining additional insights into your customers to help tailor your marketing and communication endeavours.

For example, perhaps you have an ad campaign targeting a certain demographic, but clean room analysis indicates that another subset of demographics have a much higher ROI than you predicted. You can use this information to change the targeting of your campaigns & creative and end up driving a higher ROI.

At its core, clean room technology is about compliant collaboration. Allowing organisations to work together in a mutually agreed partnership to achieve a broader journey or offering than the services they can provide alone.

Empowering green home initiatives

Green mortgages are designed to offer homeowners favourable rates based on how energy efficient their home is. Improvements that help an EPC (Energy Performance Certificate) score can be costly, from heat pumps to solar panels and home insulation.

For many, these investments require careful planning. Whether it’s understanding which solution to go for or how quickly they will see a return on investment. 

While there are lots of different organisations at work here – from banks to insurance companies, engineers, builders and companies selling energy products – there is just one customer journey centred on answering one question: What’s the benefit to making my home more energy efficient?

All of the companies invested in this customer journey have an opportunity to form partnerships and share what they know to better answer this question for homeowners. 

Take an energy products company and a bank. The two could collaborate to understand where their customers overlap by securely sharing customer segments. For example, if a customer purchases solar panels from the energy products provider, that customer could then be eligible for a green mortgage or finance agreement with said bank. 

It’s about understanding who the customers are and what situations they are in to unlock new ways to proactively help them.

Building customer loyalty in marketing

Audience segmentation isn’t new to those in marketing – from Meta to Google, those in the sector have been finding their audiences in all corners of the internet. 

Data clean room technology takes this capability to the next level online and in-person by helping marketers find adjacent opportunities to incentivize new customer bases and grow loyalty.

Take a customer loyalty programme for a telecom company: via a mobile phone contract, a customer could get money off at a local highstreet retailer or free cinema tickets. But is that telecom company’s customer base a good overlap for these discounts or freebies? Are the telecom company’s customers likely to become repeat customers for the highstreet retailer, for example?

Using data clean rooms to compare audience segments, marketers at each business can find out if their product is reaching the right people through these brand partnerships and loyalty schemes – and pivot to better customer bases depending on these insights.

A successful loyalty scheme could look like a home electronics company – selling air fryers and low-energy consumption white goods – partnering with an energy company to help customers lower not just their energy bills but also their carbon footprint. 

Clean room technology enables organisations to find partnerships with adjacent products to the ones they’re selling, which delivers a win-win for everyone involved.

Finding relevant footfall for retailers

Peer-to-peer collaboration sees brands with a mutual interest share data to better serve the same customer. For retailers, however, there’s an opportunity for a service or fulfilment provider and a product manufacturer to partner through data clean rooms.

For example, if you create a product and want to understand which high-street retailers have the most relevant footfall, you could perform a clean room activity that looks at your overlapping customers. 

Take a skincare manufacturer, for instance. A moisturiser might sell really well at a supermarket, but an eye cream might sell better at a pharmacy. You can create segments that analyse relevant data for each product and offering, identifying demographic overlaps for optimal placement.

Plus, clean room technology could also help retailers and manufactures find opportunities to develop new product offerings based on mutual customer insights. Could customers that shop at a certain high-street store be more interested in hair care products than other stores? 

This kind of intel can open up new market development opportunities for brands – spotting gaps in the market with unique insight on how to fill them.

Collaboration at its best

There are multiple applications for data clean rooms across every market – from cross-sector collaboration to driving public demand and even commercial viability.

Ultimately, clean room technology has been designed to help organisations accelerate time-to-value by getting to the answers needed to personalise offerings and reach ideal audiences. 

Through enhanced target segmentation, the technology helps businesses drive demand through cross-sector collaboration as well as providing opportunities to create better products that reach the right audiences – all while putting security first.

From private joint access controls to minimum thresholds and query constraints, as part of Data 360, guardrails are baked into clean rooms from the word ‘go.’

Want to find out how your organisation could benefit from clean room technology? Learn more here.