Finding the right clean room can make or break your data strategy. With so many vendors out there, how do you know you’re choosing the right partner?
In this episode of Here’s the Deal, Daniella Harkins, SVP of Product Go-to-Market at LiveRamp, cuts through the noise to give you an insider’s perspective. She reveals the single most important step to take as you start evaluating and breaks down everything you need to consider, from cloud interoperability to network scale and more.
Watch now and learn:
Let me guess. You’re looking for a clean room. What are you gonna use it for? Do you know what questions to ask? I’m Daniella Harkins, SVP of Product Go-to-Market at LiveRamp, and Here’s the Deal.
If you’re in the market for a clean room, the first thing you need to do is define the use cases that you need to solve… where the value is going to come from. Are you looking to build a commerce media network? Are you looking to generate new insights about your consumers? Is measurement top of mind, or are there unique activation opportunities that you’re trying to plug into?
Once you do that, there are five critical components that I believe are important when you’re evaluating clean room partners.
The first is cloud interoperability. You and every single partner that you want to work with and collaborate with are not going to be working within the same cloud. So you need to have a tool and a capability that can access data across clouds without needing to uproot and move all of that data.
The second thing is data governance. You need to make sure that the partners that you’re working with have the right capabilities built into the clean room around data governance. You need to ensure that there are the right controls and transparency around how and when your data can be used and accessed. Only with those sorts of controls can you build trust across all of the partners.
The third thing that I believe is critical to evaluating a clean room partner is the ability to match data consistently and accurately. Why do I say that? Because just like I was talking about with cloud interoperability, the same is happening with identity and all of the different identifiers that your partners are working with. And so it’s critical to work with someone and work with a partner that can accurately and consistently map and match all of those different identifiers back together.
Number four. The reality is we could sit here and talk about clean room technology all day long, and we could talk about the differentiators within the technology. But the clean room is only as powerful as the network that it can tap into. You need to work with a partner that can immediately unlock a vast network with that clean room and to unlock new collaboration opportunities. As an example, at LiveRamp here, we have over six hundred partners available within our collaborative network that are ready to go. But you need to sit down and look at who are the right partners. Are you working with someone that can unlock the partners you’re working with or the ones that you want to work with? And how do you scale that? That’s what’s critical.
Number five is flexibility. You need to work with a clean room partner that is going to solve and address business challenges across the enterprise. So if you’re a marketer, you want access to dashboards and reporting immediately so you can better understand and optimise campaign performance. But if you’re a data scientist, you want a different level of access to the platform so that you can generate new insights and new learnings and findings.
At the end of the day, if you define your use cases and what’s going to drive value, and then you follow those five components that we just talked about when evaluating a clean room provider, it will unlock and uncover new measurement opportunities. You’re going to generate and find new consumer insights, and there will be new and optimised ways for you to activate on data. All of that leading to sustainable growth for you.
