It’s fair to say that data-centric marketing organizations today are obsessed with gaining greater access to the data that is their lifeblood through data collaboration. And it’s no surprise why: analysts have demonstrated the clear economic benefits of growing data collaboration, while at the same time, contemporary challenges to the sharing of data have increased the urgency of finding and deploying a seamless, performant data collaboration solution.
That’s true whether we’re talking about digital marketing organizations seeking simple and flexible access to the data of multiple large advertising ecosystems — think walled gardens and other restricted datasets — to better understand their own marketing campaigns, or, conversely, organizations managing those rich datasets and sophisticated ecosystems, who need to rapidly scale access to serve ever-growing numbers of partners.
In both cases, future growth lies in expanded data collaboration. And in both cases, a modern data clean room drives business value across multiple dimensions. That’s primarily because data clean rooms deliver access to an unprecedented volume and variety of data for those seeking new datasets, while at the same time providing the owners of those datasets with a simple, easily scalable means of serving new and existing partners.
But the value of data clean rooms extends farther and deeper than that. If we unpack the leading data clean room solutions available today, we find significant additional benefits:
- Access to data that doesn’t move. Critical datasets are subject to strict controls, and without the security of a data clean room, data owners simply will not allow interaction with their most valuable data — for example, event-level data, user-level data, consumer data, transaction data, and more.
- High levels of automation. Traditional data collaboration can be quite technical and require dedicated data science teams to implement and maintain. Intelligent data clean rooms provide no-code solutions and intuitive, natural language interaction with data that eliminates technical barriers, accelerates time to value, and slashes costs.
- A single solution for all partners. As a single platform solving challenges for data seekers and data owners alike, data clean rooms make partnering for data collaboration a far more attractive option. In fact, for many enterprises the advantages of a data clean room actually act as a kind of additional product offering.
- Powerful use case enablement. Analytic templates, no-code tools, and streamlined workflows are just some of the ways data clean rooms unlock myriad new use cases for data-centric marketing organizations.
- Ever-increasing cost efficiency. The real value of data collaboration lies in simplifying and automating recurring data queries — so that you can run more queries, faster — and in adding collaboration partners to increase the quality and resolution of customer journey understanding. Data clean rooms achieve both those objectives.
- Effective IP sharing. Data clean rooms also offer the only path to leveraging your own machine learning models and other proprietary code in the context of data collaboration — as well as developer integrations that accelerate innovation. These capabilities are becoming increasingly important to sophisticated marketing organizations.
In the age of decentralized data, savvy digital marketers are adopting modern data clean rooms at a rapid pace. And there’s no better example of such a solution than the Habu Data Clean Room, which offers simple, scalable, smart, and safe data collaboration for data-centric marketing organizations.
Go deeper into the value of data clean rooms in Habu’s Data Collaboration Playbook or request a demo.
