Melanie Hoptman: Why Enhanced Clean Rooms need to be an essential in any marketer’s playbook

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Enhanced data clean rooms deliver more of what marketers need to gain an edge

By Melanie Hoptman, COO for LiveRamp Asia-Pacific.

Data clean rooms have dominated the AdTech space recently. No surprise since the end of Google cookies, Apple’s new App Tracking Transparency framework and tightened regulation of target advertising and data collection sent marketers searching for new ways to collect data and consumer insights.

While data clean rooms have quickly become the “it” solution for companies to navigate the ever-changing advertising landscape, marketers shouldn’t settle for anything less than the cutting edge. According to LiveRamp’s APAC COO Melanie Hoptman, enhanced data clean rooms – with tools like embedded people-based identity, measurement and insights applications – deliver more of what marketers need to gain an edge.

So, what are clean rooms?

Simply put, they are safe and secure data environments for data collaborations and partnerships to exist without either party having access to the other’s customer data without permissions. Clean rooms should also have built-in privacy controls such as encryption, to ensure that data can’t be used inappropriately. Clean rooms also include other key features:

Clean rooms provide privacy-enhancing technologies that are modular and can meet the different levels of privacy thresholds needed to collaborate with different partners
Data should never leave the owner’s control
Clean rooms should also allow for easier collaboration between partners

As the term implies, enhanced data clean rooms offer an enhanced set of features.

Deterministic identity

Enhanced clean rooms offer deterministic identity and matching to improve the outcomes of data collaboration. By leveraging deterministic identity, marketers can benefit at every stage of the consumer journey, creating a true omnichannel view of their engagements with consumers.

Deterministic identity enables marketers to target more precisely, and to differentiate between people in an audience down to minute differences. This level of precision saves brands time and money, and also provides better customer experiences. As consumers convert, or engage via different touch points, identity helps to connect these touch points to ad reach and exposure.

Finally, when it comes to measurement, identity also helps to match impression data to transactions to deliver conversion and sales lift reporting. Leveraging identity also helps with leveraging partnerships, enabling multi-touch attribution.

Enhances personalisation

Data, leveraged via enhanced data clean rooms, should also help companies to recognize their customers’ preferences. Whether it’s discerning insights via a company’s own first-party data, or collaborating with partners who hold the data that you need, enhanced data clean rooms should help to unlock insights that can drive action for companies.

Enhanced data clean rooms should have granular advantages like unified taxonomy for data, as well as pre-built queries across data sets, to make it quicker and easier for companies to better steer their decisions. 

Enables easy activation

Arguably, this falls under personalisation, and how a company can act on data insights to tailor every customer’s journey, but this is a critical consideration that companies must make when evaluating enhanced data clean rooms. Many data clean rooms are more akin to data bunkers than anything else – they enable safely working with data, but once it’s time to activate, companies then need to do additional heavy lifting to bring their insights to bear. 

Enhanced data clean rooms should enable quicker activation, with the integrations across the ecosystem that help marketers activate on the platforms they need to reach their audiences, while consumer rights could still be respected. After all, where’s the value in protecting data if you can’t action on it?

Moving forward

No matter whether you choose a regular data clean room or an enhanced data clean room for your data collaboration needs, whatever you choose should drive a better understanding of your customers. As the ecosystem grows more familiar with these tools, companies should be able to drive business outcomes while deepening valuable customer relationships, creating more value for everyone involved.

Melanie Hoptman has 15 years of experience in operational, commercial and people management. At LiveRamp, She is responsible for overseeing operations, as well as future growth opportunities for the APAC region. Hoptman is dedicated to reestablishing consumer trust while helping brands unlock value through the use of their own data and the building of new data partnerships.

See also: 4 ways businesses can survive a recession

Top image: Melanie Hoptman

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