An affinity for a brand

It has developed a sophisticated algorithm that looks at various customer attributes and scores them based on their propensity to purchase and lifetime value. Like all algorithms, it gets smarter over time, so Brand A is pretty sure it can accurately predict how much commission Brand B will receive. But like any responsible company, Brand B is reluctant to open its CRM data to an outside party. Customers provide this data with confidence.

To address Brand B's very legitimate data governance Job Function Email List concerns, Brand B uploads its anonymized CRM data to a clean room, and Brand A runs its algorithm on that data. Customers are rated, commissions are calculated and Brand A presents Brand B with an estimate. If they decide to move forward with a joint marketing initiative, Brand B will offer Brand A's products to its customers.



Note: These descriptions are very general. Each cleanroom provider has its own way of working with data. Many of them don't ask you to "upload" your data at all, but work with the data where it is. We've generalized to illustrate the types of use cases and ideas that are possible.How likely are my consumers to be interested in another company's product? A way forward, and more.