Daniella Harkins’ Post

Unlocking the power of data collaboration is becoming a game-changer for advertisers and media owners as they leverage their first-party data assets. Here are my top 5 tips to ensure your agreement is a win-win. 1. Balance ⚖ The agreement should be equitable, outlining mutual rights and responsibilities for both parties. 2. Data Sharing Mechanism 🤝 The parties must agree on the method of data sharing, such as via a clean room. Usually each party is responsible for their own clean room environment, including any costs. 3. Purpose Clarity 💎 It's essential to clearly define the purposes for which the data can be used. Common use cases include identifying overlapping consumers, deriving insights (usually shared on an aggregate basis), audience creation, and activation (generally limited to the media owner's properties). 4. Control & Flexibility 🕹 Each party should maintain control over the type, frequency, and volume of data they share. They should also have the ability to withdraw their data from the clean room at any time. Typically, parties will also agree on types of data that cannot be shared (e.g., sensitive information, children's data, regulated data). 5. Transparency 👀 Both parties should have visibility into, and sometimes approval rights over, any queries run across their data set in the clean room. Remember, effective data collaboration agreements must be balanced to foster reciprocity and mutual benefit. #datacollaboration #firstpartydata #datastrategy #media

Data Collaboration ... Watch Daniella Harkins, SVP GTM, LiveRamp 👉 Data collaboration is “how you can leverage your data, partner data and third-party data in a way that you can action off of it, drive insights off of it,” Daniella Harkins, senior vice president of go-to-market at LiveRamp, said in this interview with Lisa Granatstein, editorial director of Beet.TV, at the Cannes Lions International Festival of Creativity. 👉 “It is going to be the technology that every single partner is going to share and interact with across everything they do. If you think about signal loss, the ability to get access to all of this data that was previously inaccessible…you start to look at partners like Pinterest and Snap and all of a sudden, they're able to share data in a way they didn't before. You're starting to actually get more signals potentially through clean room technology.”  🔗 https://lnkd.in/e5zTHzmz

Were you at Mad//Fest this year to hear Hugh Stevens, UK MD at LiveRamp, and Sam Taylor, CMO at Direct Line Group, discuss data collaboration? Key takeaways include: ⚠ Democratising Data: Breaking down silos is essential for utilising data effectively. 📏 Measurement has evolved past attribution and MMM: Focus on people-based measurement, using actual transaction events against media exposures to better understand the business impact of media campaigns. ⛽ Data as Fuel: Data powers new marketing features and is crucial for brand evolution, especially with more channels in the mix than ever before. ❓ Customer Connection: Are you wasting media budget saying the wrong thing to the right customers? 🚫 Complicated legacy systems: Are preventing innovation. 🥇 Valuing Existing Customers: Find the value in talking to existing customers. 🗣 Awareness Campaigns: Should be used to acquire new high-value customers. 💬 Changing Internal Opinions: It’s challenging to shift internal perspectives when it comes to new processes. Catch the full chat below.

Save your current customers the hassle of seeing deals that don't apply to them. Why? Well 👇 https://ow.ly/EEHk50QzCy4 For one it saves you money that can be budgeted elsewhere towards acquiring new customers. Two; it means your current customers will only see adverts that apply to them, which they will be more likely to respond to. It all sounds like 'Media Spend 101' but a lot of larger brands are not using their data correctly and efficiently. Hear more from Samantha Taylor and British Gas on how they are using their data more collaboratively in the latest NDA report in partnership with LiveRamp.

Could data collaboration be set to reshape our industry? This Thursday, Sara Vincent - Utiq's Managing Director, UK - will be taking to New Video Frontiers to answer just that question. In a panel alongside Christopher Reher, Nick Henthorn, Belle Cartwright and Vincent Flood, this group of industry experts will be diving into the power behind data collaboration and why it could be a game changer for our industry in moving towards a trusted and responsible digital world for everyone. Will you be at New Video Frontiers? Catch the panel live from the Main Stage at 4pm! It’s one you won’t want to miss… #teamutiq #yourchoicestaysyours Marc Bresseel Will Harmer Julia Gloning Jana Moran Laurent Norridge Norman Wagner Pascale Arguinarena Richard Finer Sophie Poncin Michail Piperakis Monica Rodriguez Paz Carlos Molina del Rio Boris Weiss julien delhommeau Beatrice Lhopitallier Alexandra Jaspar Sara Vincent Catherine Murray Gunter Everink Kostas Chrysovitsiotis #adtech #data #digitalmarketing #innovation #technology #marketing #change #digitalsovereignty #brands #publishers #audiences #privacy #trust #people #digital #advertising #media #business #digitaladvertising #tech #telco

As Boston Consulting Group (BCG) states in one of their important study is how brands succeed with First Party data strategies. They found that those using First Party data for key marketing functions achieved up to a 2.9X revenue uplift and a 1.5X increase in cost savings. 📊 Despite its clear benefits, however, most brands aren’t yet harnessing First Party data’s full potential. What are you waiting for? To know more book a meeting with a growing expert of Teavaro and you will receive recommendations on how Identity Resolution boost your MarTech Stack 👉 https://lnkd.in/d_3mqrP8 #DigitalMarketing #IdentityResolution #FirstPartyStrategy #MarTech #AdTech #PrivacyFirst

🧨 Making Data Clean Rooms Actionable 🧨 As a standalone tool for data collaboration, a Data Clean Room will provide access to new sources of data to create fascinating insights for marketing. But making those insights actionable wherever you need can be a challenge. Having your Data Clean Room tightly integrated with a Customer Data Platform makes all the difference. By bridging collaboration and activation, it enables marketers to transform insights into targeted campaigns, faster. Curious how this approach solves the actionability gap? Dive into our latest article to learn more: Unlocking Data Collaboration with a CDP-Integrated Clean Room. https://lnkd.in/eg7KcuSk #DataCollaboration #CDP #PrivacyTech #MarTech Philip Raby Gilles Chetelat Christine Tartanson Gilles Guillou Vincent Costiou Jean-Vincent Chardon Marie Guimbert David Peltz (he/him) Bastien Faletto François KHOURY, PMP Paul-Loup Mathy

Let your first-party data do the legwork for you. That's the direction Boots UK took when digging deeper into their rewards card offering. Hear how they and other digital revolutionaries are using their data effectively in the latest NDA report in partnership with LiveRamp. https://ow.ly/EEHk50QzCy4

Discover the power of data in creating unforgettable event experiences! Uncover the secrets behind personalized events and how big data plays a crucial role. Dive deeper: https://ow.ly/SLKl50SxhnR #EventExperiences #DataMagic

DC 001｜Data Clean Room: Where Is the Future of Data Collaboration? The concept of a "Data Clean Room" has been my primary focus in data science since January 2024. According to an article by Lotame[1], a Data Clean Room is a "Data Collaboration Platform" designed specifically for "Digital Marketers." Through data collaboration, it aims to maximize the value of "First-Party Data." So, what is First-Party Data? As defined by Hubspot[2], First-Party Data is data your company collects directly from your audience. This audience can include customers, website visitors, and social media followers. The significance of First-Party Data lies in its direct source from your audience, providing essential insights into the market. Additionally, it’s useful to understand what Second-Party Data and Third-Party Data are. Second-Party Data is data you use secondhand, not collected by you personally. It is typically obtained through mutually beneficial relationships with trusted partners, allowing a deeper understanding of your audience. On the other hand, Third-Party Data is data that has no direct relationship with your company or audience. This type of data can be sourced from various channels and companies can purchase it to gain further insights into their audience. References: [1] https://lnkd.in/gXQ2jfNC [2] https://lnkd.in/ggTtW3GP