Today's organizations are sitting on troves of marketing and CRM data. However,
these data are often not effectively utilized due to the need to comply with
ever-changing privacy regulations, such as GDPR, preventing brands from
unlocking the full potential of data-driven marketing.
Due to privacy concerns and GDPR, brands are unable to port their customer
database onto ad platforms, whether publishers like Facebook and Google or big
retail partners like Amazon and Walmart. Some brands would then turn to browsing
or usage patterns for their audience targeting, resulting in targeting that is
neither precise nor effective. This severely limits their marketing analytics
and targeting capabilities, reducing the effectiveness of their marketing and ad
Even before brands carefully decide on the specific datasets to share with the
ad platform, they would likely need to engage a third party to cleanse their
data, adding an extra layer and more friction to this process.
Challenges of collaborating on first-party data through a third party
Further, these difficulties extend to brands wanting to share their first-party
data with their brand partners. Such data collaboration could provide brands
with a more holistic and deeper understanding of their customers and consumer
Currently, data sharing would most likely require brands to engage a trusted
third party. Not only does this require more resources and onboarding time, but
more crucially brands lose control over their valuable CRM data as they hand
this sensitive data over to the third party for analysis.
Brands need to trust their third party not to expose their sensitive data, and
this trust is largely dependent on legal agreements. Fortunately, trust can now
be guaranteed with confidential computing technology.
How brands can improve their marketing analytics without losing data control
Decentriq’s data clean rooms can help brands better leverage their data to be
more effective in their partnerships and marketing campaigns, while also
providing retailers with a means of monetizing their data in a compliant manner.
Leveraging confidential computing, Decentriq’s data clean rooms
[/what-are-data-clean-rooms-and-how-to-pick-the-right-one-for-you/] make data
sharing easy and secure for both brands and ad platforms, while providing the
highest levels of privacy, control and trust:
By sharing and collaborating on marketing data in our data clean rooms, brands
can remain GDPR compliant. This guaranteed privacy is possible due to
confidential computing [https://www.decentriq.com/platform], which encrypts
sensitive data at all times, even when data is in use.
Neither Decentriq, the cloud provider, nor the brand’s partner or the ad
platform can see or access their sensitive data, thus preserving data privacy
for a brand's customers.
In today's data-rich landscape, brands need to maintain strict confidentiality
even between their partners over their sensitive customer and marketing data.
As data owners, brands and ad platforms can define the exact kind of analysis
performed on their data as well as the granularity of results in our data clean
rooms, retaining full control of their sensitive and valuable first-party data.
Brands can be absolutely certain of the types of data shared with their partner
or ad platform in our data clean rooms.
No longer is trust dependent on legal agreements with a third party or the
security of your or your third party's infrastructure. With guaranteed trust due
to confidential computing, brands can better utilize their data to optimize
their marketing efforts, while major retailers can further monetize customer
As trust is now a given within data clean rooms, brands can exchange valuable
CRM or digital marketing data with other brands or big publishers in an
easy-to-use and secure environment.
Brands can incorporate data that had previously been too sensitive to touch,
expand their marketing analytics and gain deeper insights into their customers.
Brands and publishers can safely upload their first-party data into a data clean
room and perform data matching and audience overlap, helping brands to improve
their target market segmentation and overall campaign effectiveness.
II. Major retail partners
Major retailers with an established media business can also leverage data clean
rooms to securely share their extensive customer data with their
As this data would help brands be more effective in their campaigns, it would be
easier for brands to justify their investment in advertising with online
With brands potentially increasing their ad spend with retailers, major
retailers can further monetize their data and drive growth for their media
How banks can maximize their CRM data and save millions every year
One industry that can already benefit from collaborating on CRM data is
financial services. Banks face a long-standing issue of outdated postal
addresses in their customer mailing list, leading to high volumes of undelivered
mail, a huge waste of precious resources and loss of business due to missed
opportunities for sales and marketing.
Banks need a secure a compliant way to regularly verify and update their
customers’ addresses, without going through the tedious process of contacting
each and every one of their customers. This is where the postal service and
their CRM data can step in.
Postal service companies are known to maintain an up-to-date database of mailing
addresses. Banks can collaborate with their local postal service company on
their separate CRM data with guaranteed confidentiality, trust and privacy in
Decentriq’s data clean room.
This ensures that banks adhere to bank secrecy, never disclosing any sensitive
customer data to their local postal service, while allowing them to verify their
customers’ addresses against the postal service’s CRM data.
This secure and compliant data collaboration ensures that banks’ mailing lists
are kept as up-to-date as possible, leading to greater operational efficiency
and millions in potential cost savings. The postal service benefits too with a
new revenue stream from their partnering bank.
Leverage CRM and marketing data previously not possible with Decentriq's data
What used to require a complex process and overcoming huge obstacles can now be
replaced with a much simpler process that takes as little as a few minutes to
Now’s the time to add data clean rooms to your organization's marketing tech
Not only can you make better use of your CRM data, target the most profitable
audiences and maximize your marketing effectiveness, you can do so on-demand and
in a fully GDPR compliant and secure manner.
Decentriq will be at the Marketing Tech Summit 2021
[https://marketing-tech-summit.de/] in Hamburg, Germany on 15 September 2021. We
look forward to meeting with you there!
If you would like to discuss how data clean rooms can help you leverage your
marketing data in a secure and compliant manner, reach out to us
[https://www.decentriq.com/request/demo] for a quick chat!