After a six-month beta period, collaboration in Snowflake Data Clean Rooms using Experian’s offline or digital graph is now generally available for all clients. As part of this, Experian is excited to announce that Experian’s identity graph will be integrated into Snowflake’s Data Clean Rooms. With the growing importance of data privacy and marketing efficiency, this partnership builds off of Experian’s previously-announced integration into Snowflake’s AI Data Cloud for Media.
Adding Experian’s identity graph to Snowflake Data Clean Rooms helps advertisers, advertising platforms, and measurement partners work more effectively. Built upon Experian’s rich offline and digital identity foundation, with support for various identifiers across platforms, collaboration in Snowflake Data Clean Rooms helps clients maximize the value of their data and meet the diverse needs of modern business:
- Collaborate with partners for richer data insights
- Achieve higher match rates
- Improve audience building
- Produce more accurate and complete reports
- Ensure data privacy
- Seamless integration of AdTech and MarTech platforms
Regardless of the identifier type you are looking to collaborate on, Experian has the identity data in Snowflake Data Clean Rooms to support you and your partner. This leads to higher match rates and more resolved data for you to use to benefit your media initiatives.
“Integrating Experian’s identity graph into Snowflake Data Clean Rooms marks a transformative leap for digital marketing. This collaboration empowers advertisers, programmatic platforms, and measurement partners with unparalleled accuracy, privacy, and efficiency. Together, we are excited to provide innovative solutions to meet the evolving needs of our clients.”
Kamakshi Sivaramakrishnan, Head of Data Clean Rooms at Snowflake
The Experian and Snowflake partnership showcases how collaboration can enhance scalability and cost-efficiency. Data clean rooms provide a secure environment where multiple parties can share, join, and analyze their data assets without leaving the clean room or exposing the underlying data. By integrating Experian’s identity graph within Snowflake’s secure platform businesses of all sizes can receive advanced data collaboration and identity tools without the high costs usually involved.
The integration prioritizes consumer privacy and data security. Backed by Experian’s Global Data Principles, Experian’s deep roots in data protection and security provide customers with the most trusted way to share data and protect consumer privacy. With Experian’s graph in Snowflake Data Clean Rooms, customers will get a solution that respects customer consent, safeguards sensitive data, and ensures that processing occurs with the utmost respect for user confidentiality and preferences.
Further, Snowflake Data Clean Rooms uses advanced methods to preserve privacy, such as differential privacy and secure computations on encrypted data, enabling data security and integrity. Together, these methods prevent unauthorized access by keeping sensitive data within the secure confines of the cleanroom on a strict, collaboration-to-collaboration basis.
The collaboration between Experian and Snowflake significantly enhances data matching and identity resolution within the Snowflake Data Cleanroom. Experian’s identity solution uses digital identifiers like hashed emails, MAIDs, and CTV IDs and offline identifiers like name and address. This allows advertisers to reach more consumers and enrich their data. Marketers can easily use their first-party data in the cleanroom, and with Experian’s Graph, they get higher match rates for more accurate targeting and campaign measurement.
The continued partnership between Snowflake and Experian provide advertisers, platforms, and measurement providers a secure and effective way to collaborate. This sets the stage for continued innovation in programmatic advertising, ensuring that our solutions evolve in step with our clients’ needs.
If you’re not utilizing clean rooms for collaboration but have advanced identity needs, you can license our Graph and seamlessly integrate it into your Snowflake account.
Reach out to our team to learn more
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It seems that every time I go into a store today, I am offered a loyalty card. From one of my favorite local restaurants to my shoe store VIP program, I feel like I am getting a host of emails and points at every turn. Statistics support my theory: according to a recent Experian Data Quality study, 91 percent of organizations use loyalty programs. Why did they become so prevalent? Today’s consumer is more empowered than ever before and driving major change within business. In the era of Yelp, digital channels and a 24/7 shopping cycle, organizations have less control. Just look at the shoe market, which you can tell I pay attention to. It used to be that you would purchase whatever your local department store or brick-and-mortar retail had to offer, which might be 50 different options. Now, you can go online, read reviews and browse hundreds of different choices based on style and color. In fact, last night I went online and searched for black boots and scrolled through six pages of different options! Loyalty programs are a counter balance to that choice and empowered customer behavior. They make sure that while I am shopping for shoes, I am probably doing it through my preferred store and earning reward points for free merchandise. And through the loyalty process, companies are collecting a lot of data. Customers usually need to provide more than three types of information to sign up, the most popular being email, followed by name and phone number. However, collecting this information accurately isn’t always easy, which is why poor data collection is one of the leading problems for loyalty programs. Eighty-one percent of companies face challenges related to these programs, the two biggest being not enough customers signing up and poor contact data. Inaccurate data means that a customer has signed up, but the marketer is unable to communicate with them in the desired channels. This clear drop in communication and a potentially bad customer experience could be by improved data collection. Sixty-four percent of respondents say this is a needed improvement. Let’s go back to my shoe retailer example. If they had collected my email wrong, I wouldn’t get my email confirmations or offers around upcoming sales. If they got my address wrong, I wouldn’t be receiving my shoes. Considering how much money I spend on shoes annually, which I am ashamed to admit, if any of those items went wrong, I might switch to a competitor. That can equate to a lot of money annually, especially when you look at it across a large number of clients. When a customer chooses to sign up for a loyalty program, they are making a commitment to the company and expecting something in return, be it points, free shipping, coupons or just company updates. However, if bad contact information is collected, then the consumer often never receives the benefits, resulting in a bad customer experience. In the next year, marketers need to data validation in place to ensure information is accurate upon collection. This type of software can be implemented across all channels where information is collected and ensure data is accurate while the consumer is still engaged. If information is accurate when it is collected, then loyalty programs have a better chance at engaging consumers and actually seeing the benefit that a loyalty program can provide. To learn more about loyalty programs and the research mentioned above, please read our new white paper, Driving customer loyalty. Contact us today
Black Friday online traffic increased 7% in 2012 versus 2011 as the top 500 retail sites received more than 193.8 million total US visits. So far this Holiday week of online traffic to the top retail sites is up 10% on average. Online retail traffic was up 1% on Black Friday compared to Thanksgiving Day 2012 traffic this year. Amazon.com remained the top visited retail site on Black Friday while Walmart was the second most visited retail site. BestBuy moved up to the 3rd most visited site while Target was the 4th most visited site. JC Penney moved up from being the 8th most visited retail site on Thanksgiving Day to the 5th most visited on Black Friday. Among the top 5 sites, JC Penney saw the biggest day-over-day growth at 26%. Looking at the top 20 retail sites on Black Friday, the Apple Store site saw the biggest day-over-day growth at 99%. Check back for CyberMonday insight and a weekly recap of this week. Contact us today
It is time for us to polish off our crystal ball and give our predictions straight from consumers’ fingertips for the hot products of the 2012 holiday season. Gadgets will reign across many ages Tablets including LeapPads, Tabeos, iPads, Kindles and others will continue to be a popular gift this year, with more choices than ever. On the list of top product-related search terms driving traffic to the Retail 500 category of sites, Kindle Fire HD and Windows 8 top the list as new products. Additionally, Meep!, a child friendly tablet appeared in the top fifteen. Accessories for both phones and tablets will also be popular, especially as the variety grows for iPhone 5 and iPad Mini. A reoccurring favorite gift for the holidays is UGGs which shows a decrease year over year. However, another brand with a similar product is Bearpaw, which is in the top ten searches and has seen big growth year over year.Source: Experian Hitwise Dolls, video games and Furbys, oh my! To identify the popular toys for gifts this year, we researched product-related search terms driving traffic to ToysRUs.com compared to last year’s holiday season. We uncovered trends in the doll category, Doc McStuffins as number one on the list, along with the classic Barbie, which saw a growth in searches year over year. The Furby is making a strong comeback at the number two spot with a reboot and new features. Another trend here is tablets, from branded searches like LeapPad and Kurio there is also the generic term ‘tablets for kids’. In the video game category, the new Wii U that is debuting just in time for Black Friday and should be a big gift this year, along with searches for PS3 games and the Nintendo 3ds xl are all in the top 20 searches.Source: Experian Hitwise Keywords of the consumer to identify demand Beyond product names, it is important to understand the actual way people search, using key phrases and questions. Last year, for example, there was a lot of activity around ‘in-stock’ products, such as the LeapPad explorer, which was hugely popular and quickly sold out in many stores. Retailers and marketers should monitor this throughout the season and make sure to optimize for in stock if there is a popular product that they have available.Source: Experian Hitwise Consumers also focus on what is the ‘best’ – so we see search activity around ‘best place to buy’, particularly around electronics. Questions such as ‘where to buy a’ specific product are also common, such as ‘where to buy a kindle’. These phrases offer opportunities to boost search campaigns by considering how consumers phrase their questions to ensure to capture these searches.Source: Experian Hitwise Quick tip: In the retail category there will tend to be a lot of retail branded store terms but to keep up with holiday search behavior and help make analysis quick, create portfolios of branded terms to easily exclude those from a certain category. When you strip out all the variations of that term you are able to gain insight into product searches that are most popular to a certain site or category. For more insight on the hot product trends for this year from our Hitwise trend-spotters, watch our webcast. Contact us today