Acquire new customers with richer insights using clean rooms

Marketers are struggling with new ways to uncover new customers, but they don’t have to be.

While retention strategies remain top-of-mind for many brands, finding new customers is important, too. The problem? Many brands don’t know which strategy will be most affective in finding them. Whether they don’t know who’s in-market for their product or they don’t have enough data to understand their best customers and find people like them, marketers may feel like acquisition is an impossible task.

Did you know that a data clean room might be the answers to your audience challenges? These data-rich spaces put the power back into the hands of marketers to not only find new customers, but ones who are ready to buy right now. Clean rooms empower marketers to find new in-market customers and then activate on a person-level to reduce ad waste. Here's how.

The ins and outs of clean room

Today, brands are typically working with a limited amount of information to deploy their marketing messages. They have some known customer data about their customers, including how and where to find them. But without a broader picture of who they could potentially reach, there is only so much a brand can do with its own data.

It comes back to two things:

1. They may not have a lot of first-party data, or the data they do have is incomplete, outdated or inefficient (like only relying on email addresses to develop cross-channel messaging -one person's email activity with a brand hardly paints a picture of who they are).
2. They often have a handful of buyers who shop with them on a regular basis, but they have no way to authenticate those customers, and therefore can't meaningfully connect with them.

Clean rooms help bridge that gap. A clean room that is equipped with identity and data enables brands to understand their current customers more deeply, build lookalike audiences based on their best customers and transform those unauthenticated customers into known ones. 

Why identity and data matter

Most clean rooms are just an empty box. They provide a data science workbench designed for brands to collaborate with trusted data partners. The problem? Without pre-loaded data, the onus is on the brand to fill it up with the "right" stuff and maximize its potential.

For brands without a lot of data, this can seem like an uphill battle. But when a clean room has identity and data built in, they get a richer view of customers and prospects right away.

Once you incorporate first-party, second-party and premium third-party data, like Epsilon’s proprietary data, you will know who your customers are, what they buy (and why), where to find them and when to engage with them, driving retention and growth.

A clean room in action

One quick service restaurant client wanted to see a more persistent and connected view of their current guests and potential customers to drive more visits. Using an Epsilon clean room that housed multiple data sources—including their own—they gained a deeper understanding of their customers, including:

• How frequently they ate with the restaurant and at which locations
• What time of day they typically visited the restaurant
• What they were buying

This, coupled with owned and competitive store visitation data gave them insights in how to increase visits among existing guests and how to entice new guests to choose them over their competitors all through better advertising.

The results? They had a 35% increase in in-store visitations for the people they messaged and identified four areas of growth for future messaging opportunities with newly acquired customers.

Delivering personalized, meaningful marketing

Like the quick service restaurant, brands want to make sure they’re reaching the right prospects, and that they’re doing so with the right messages on the right devices.

With a complete, dynamic and persistent understanding of user behavior, preferences and demographics, you can personalize marketing campaigns across owned and paid channels, improving ad engagement and overall campaign performance.

Person-based marketing also enables person-based measurement. Brands can continually learn about their current customers and adjust acquisition strategies to find the best in-market people. Each time they deploy a campaign, the measurement helps affirm strong audience strategies and identifies ones that need adjusting.

Finding the right clean room partner

Epsilon Clean Room comes preloaded with data and identity, giving brands a foundational identity spine to bring first-party data together. We also offer proprietary audience data, giving brands a deeper view of their current customers.

But we go beyond simply having powerful tech. We offer pre-built predictive models and audiences for marketers to use, and access to audience strategists who can help with audience-first approaches and data strategies.

Learn more about Epsilon's Clean Room solution, how it works and what it can do for your business.