Picture this: You launch a new digital media campaign and it flops. Low conversions, high costs. How can you explain what went wrong?
It could be a host of things: Bad audience selection or using the wrong channels, to name a few. The root of the problem may lie in your first-party data strategy. Sometimes brands don't have a lot of first-party data or are relying on weak identifiers like third-party cookies to build their audiences. Without solid, strong and persistent insights about consumers, brands are spending time and money speaking to people who may not want (or care) about their product.
Enter data clean rooms. They have become an integral part of the modern marketer’s success, thanks to their ability to garner important customer insights that inform better campaigns. In this article, we’ll outline what clean rooms are, the role of identity resolution in digital media activation, and how using a clean room equipped with identity can drive better campaigns for brands.
Why data clean rooms matter
A data clean room is a secure environment where data from various sources—including walled gardens—can come together in a privacy-safe way. Clean rooms are important for several reasons:
- Ensuring the privacy and security of this data is paramount. Clean rooms address this need, providing a safe space for data collaboration while adhering to strict privacy regulations.
- Clean rooms offer a centralized environment for integrating disparate data from various sources. This allows brands without much first-party data to aggregate audiences and segments for media activation. The centralization of data also improves their ability to gain insights and make data-driven decisions.
- Clean rooms are audience insights tools that bring data together, expanding access beyond just first-party. Brands can incorporate data from partners, like paid or social channels, but also incorporate third-party data sets.
Higher performing activation needs identity
Clean rooms that are enhanced with identity resolution and foundational data give brands a richer view of customers and prospects.
Once you incorporate first-party, partner second-party and premium third-party data, like Epsilon’s proprietary data, you will know who your customers are (as individuals), what they buy, where they browse, what they watch, where they go, and how they connect.
Identity resolution within clean rooms helps in harmonizing data, ensuring that the same user is recognized consistently across various data sets, platforms and devices.
With a complete, dynamic and persistent understanding of user behavior, preferences and demographics, you can personalize marketing campaigns to be highly targeted, resulting in improved ad engagement and overall campaign performance.
Activating with a clean room
Clean rooms drive better marketing through targeted segmentation, native activation, dynamic content, prospecting, closed-loop reporting and attribution modeling.
Targeted segmentation
Clean rooms enable precise audience segmentation and targeting, allowing marketers to target users with greater accuracy. This results in more relevant and personalized ads and higher conversion rates. And with Epsilon's CORE ID, our clean room solution can do this on a person-based level.
Native activation
Epsilon Clean Room enables native activation, meaning brands can seamlessly use their data directly with their media activation without any loss of data or fidelity. Cross-channel activation directly from clean rooms ensures that the messaging aligns across platforms while building on the previous interaction the insights directly feed future campaigns, and data security and privacy are maintained throughout.
Dynamic content
Clean rooms can facilitate the creation of dynamic, personalized content in real-time. This allows marketers to adapt messaging based on user behavior, leading to more engaging and relevant ad campaigns, with less waste.
Prospecting
Prospecting is more targeted and effective because, instead of generic lookalike audiences based on demographics, clean rooms with identity use real attributes and person-based modeling to find new customers.
Closed-loop reporting
A clean room is your single source of truth for data from disparate sources. You can align it, collect insights and activate campaigns directly from it. Campaign-based insights feed back in from those activations, creating an insight-rich closed-loop system. This means your data is continually updated based on your campaigns and results.
Attribution modeling
Clean rooms equipped with identity resolution allow marketers to attribute conversions and interactions to specific touchpoints, enabling more accurate attribution modeling. This, in turn, helps allocate resources more effectively to high-performing channels, optimize campaigns and improve ROAS.
How Epsilon's Clean Room works
Discover valuable in-market buyers and reach them with messages aligned to their true interests, across paid and owned channels. With Epsilon's proprietary data and person-based attributes, you can find your next best customer. And our activation will give you the best reach in the industry.
Our clean room solution is equipped with identity resolution to provide the foundation for higher-performing media activation and increase lifetime value for all customers and your best prospects. It houses unified, person-level data to:
- Generate insights
- Create a dynamic and persistent view of individuals
- Activate audiences
- Measure ROI
Learn more about Epsilon's Clean Room solution, how it works and what it can do for your business.
