The paper highlights a generational opportunity for permissioned data partnerships to improve scalable insights, measurement and marketing activation dramatically. In short, harnessing a collaborative data strategy will provide marketers a competitive advantage. In the sections that follow, highlighting each of its major approaches, the focus is on overcoming challenges through collaborative data solutions.

Why collaborative data?

In the report, Winterberry identifies four distinct categories that make up collaborative data solutions: data cooperatives, data marketplaces, data exchanges and technical data environments.

The research suggests an expanding number of brands using multiple solutions and multi-party partnering across the industry to build the most successful collaboration strategies. Brands spanning the spectrum, from those with more data to those that have less, all have an equal opportunity to build a more strategic and collaborative data approach with the support of this research.

Still, the addition of multiple new solutions and partners can sound overwhelming, especially in an uncertain environment such as the one we find ourselves today. The good news is, streamlined approaches are simplifying the process.

Start with a data cooperative

So, how can a motivated marketer ramp up a collaborative data strategy without inflating the number of partners, contracts, relationships and data sharing streams? Data cooperatives offer streamlined and proven collaborative data environments, particularly for multichannel marketers with established first-party data resources.

Winterberry’s research supports this position, identifying that “data cooperatives are the most broadly adopted and accessible collaborative environment … [due to] early market entry and subsequent maturity.” Plus, the barriers to entry are low because they are “open to participants of all sizes, with limited requirements for advanced technology or data management for participating parties.” Of the surveyed brand marketers, 59.5% are currently leveraging cooperative data solutions, with another 26.2% planning to do so.

For brands that are already members of a co-op, Winterberry suggests that “to achieve the greatest benefit from the cooperative model, many members participate in two or three co-ops, reaping the benefit of a diverse set of contributors.”

What is a data cooperative?

Identified in the research as “the initial permission-based solution,” data cooperatives were originally designed to facilitate collaboration for direct mail marketers. The give-to-get model asks brands to contribute permissioned first-party data, which the cooperative anonymizes and aggregates, architecting and maintaining a collective analytic powerhouse that benefits all members. A cornerstone of this solution is the rich transactional data members contribute. Purchase behaviors and the ability to ingest digital signals across thousands of brands transform predictive models, providing “a powerful opportunity to find new prospects both online and offline.”

Crucial elements of this definition distinguish data cooperatives from other collaborative solutions. The first cooperative launched in 1992, almost a full decade prior to …read more

Source:: Digiday