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Enabling data collaboration for a global healthcare company
Smarter customer engagement starts with better data
A global healthcare company wanted to enhance its audience segmentation, modelling, and personalised marketing strategies by leveraging its first-party data. However, strict data privacy regulations prevented the company from directly sharing its customer data with its media agency.
This limitation created a significant barrier to using data effectively for marketing, making it difficult to build audience segments, suppress existing customers from ad targeting, or create lookalike audiences based on high-value customers.
To address this challenge, the company partnered with Acxiom to design and implement a secure clean room. This solution leveraged the powerful combination of AWS and Treasure Data to enable data collaboration between the company and its agency, without the need to move data between the parties.
By leveraging cloud-based technology and Acxiom’s solution architecture expertise, a scalable clean room environment was implemented. This allowed the company to unlock the full value of its first-party data by enabling additional use cases.
The challenge
The healthcare company faced a fundamental challenge: despite having access to rich first-party data, privacy constraints prevented them from using it effectively for audience activation and media planning.
The company’s marketing and analytics teams needed to connect their Treasure Data Customer Data Platform (CDP) with their advertising technology stack to create segmentation models, personalised campaigns, and suppression lists.
This lack of interoperability meant that valuable customer insights were locked within their systems, unable to be used for:
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Audience segmentation, making it difficult to tailor marketing messages to different customer groups.
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Personalisation, preventing the brand from delivering relevant content based on customer preferences.
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Prospecting and suppression, leading to inefficiencies in media spend by failing to exclude existing customers from acquisition campaigns.
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Lookalike modelling, limiting their ability to identify and engage potential high-value customers.
Without a secure way to bridge the gap between their AdTech ecosystem and CDP, the company struggled to unlock further value and use cases from their customer data.
Solution: A secure, scalable clean room using AWS & Treasure Data
To overcome this challenge, the company partnered with Acxiom to design, implement, and test a clean room environment that would facilitate secure data collaboration.
The process began with consultation workshops to understand the company’s technical infrastructure, data governance policies, and business objectives. From these discussions, a clean room solution was designed to ensure that data collaboration could take place.
One of the key aspects of the solution was the use of AWS as a cloud-based clean room to facilitate identity matching and data analysis. This environment acted as a neutral space where data from the company and its media agency could be combined securely.
To implement the clean room, several key steps were undertaken:
- First, a synthetic dataset was built inside a Treasure Data CDP sandbox environment. This allowed the team to simulate real-world use cases without using actual customer data.
- Next, the data and technical requirements were defined to ensure that the clean room would align with existing data workflows and analytics capabilities.
- With these requirements in place, automated data export workflows were created to extract, transform, and load (ETL) data from the company’s CDP into AWS.
- A working prototype was built allowing for rigorous testing of the clean room architecture, data processing logic, and identity matching rules.
The team worked closely with the company’s internal IT and data teams to deploy the solution within the company’s own AWS account. This collaborative approach ensured compliance with internal security and regulatory requirements.
The final implementation enabled the company’s marketing and analytics teams to create the data ecosystem needed, to meet their advertising use cases.
Results and business impact
With the clean room successfully implemented, the company was able to unlock the full potential of its first-party data without moving data around.
The solution provided:
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A seamless way to collaborate with their media agency, enabling advanced audience segmentation and modelling.
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The ability to build highly targeted audiences for personalised marketing campaigns.
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Suppression capabilities, ensuring that existing customers were not targeted with prospecting ads, leading to more efficient media spend.
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A scalable, repeatable framework for future data collaborations with additional partners.
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A fully documented architecture, empowering internal teams to manage and optimise the clean room independently.
The clean room now serves as a template for future collaborations, ensuring that the company can continue to expand its data partnerships while maintaining strict privacy controls.
Conclusion
By leveraging AWS, Treasure Data, and Acxiom’s expertise in solution architecture, the company successfully established a scalable, future-proof clean room solution.
With interoperability between their AdTech and CDP, the company is now well-positioned to drive more effective audience targeting, improve customer engagement, and maximise marketing efficiency, all while adhering to the highest data protection standards.
This project demonstrated how clean rooms can enable secure and privacy-compliant data collaboration between brands and their partners and create interoperability across MarTech ecosystems.
