to evaluate data clean rooms in your organization

Data clean rooms are a new technology that allows marketers to combine their data with other parties’ to reach customers in a more effective way while maintaining privacy. DCRs are being used by marketers in an increasing number of applications as the technology advances. Considerations an organization makes when deciding whether to use a DCR are listed below.

Three types of DCRs

What type of DCR would you choose from the existing field? Ana Milicevic of Sparrow Advisers and principal of the management consultancy Sparrow Advisers spoke recently about three types of DCR providers.

Dig deeper: Amazon announces AWS Clean Rooms

DCRs – a product or feature

The wide variety of options allows organizations to choose DCR as a standalone product or as an add-on feature for a larger data services package.

“It’ll depend,” said Milicevic. Some [marketers], based on your entire marketing operation, may need them as a feature. Some of you may need them as an option — but knowing which one to choose is the tricky part.

Evaluation of your organization’s DCR readiness

Milicevic suggests a three-pronged method for evaluating the DCR needs of your organization.

The success of your DCR is heavily dependent on the staff that you have in place.

Milicevic said that “[Organizations] using clean rooms must take into consideration the people – the skill sets required are quite advanced.” You’ll need a team that has experience with privacy, data, and security. You’ll also need to be able to retain and hire them.

Milicevic stated that about half of companies who use a DCR have between six and ten people working on privacy-related technologies.

It is also important that the organization be mature enough to manage complex data assets, shared via a DCR.

Milicevic asked: “Do you know the complexity and priorities of different integrations? For example, with [data] enrichment or activation partners at the other end?”

It’s much easier to select DCR vendors that match your budget and needs once you understand the maturity of your people and data.

Data Clean Rooms for Your Organization first appeared on MarTech.