Utilizing data to drive smart business outcomes — Matt Kilmartin & Matthew Karasick // Habu

Show Notes

• 01:53
  Using data to drive smart business outcomes

  Examples of this include enhancing consumer engagement, delivering personalized advertising, and optimizing marketing investments through data utilization. Habu's data clean room software grants access to protected datasets, empowering marketers to achieve these outcomes.
• 02:53
  Leveraging clean rooms for smarter marketing outcomes

  Pepsi, a Habu customer, utilizes clean rooms to gain visibility into diverse consumer touchpoints and run advanced propensity models on partner datasets. Theyre even leveraging Habu to gain access to datasets to improve supply chain operations.
• 04:58
  Unlocking propensity to buy models and data collaboration in clean rooms

  Pepsi collaborates with retail partners and data providers in clean rooms to develop propensity-to-buy models. These models allow dynamic training, the creation of propensity scores, and targeted marketing while ensuring privacy and measurement of marketing efficacy.
• 07:27
  Building multi party models and data connections in clean rooms

  Data clean rooms enable collaborations involving multiple parties. In Pepsis case, they can integrate marketing data, first-party data, POS data, and potentially identity data from multiple parties to build comprehensive models within the privacy-safe environment of clean rooms.
• 08:19
  Habu's templated approach to efficient scalability in data collaborations

  Customers can establish data-sharing setups once and easily onboard new partners with predefined templates, rules, and constraints. This scalable solution allows for seamless collaborations, reducing the need for a repetitive setup and direct access to the source data.
• 10:05
  The analyst experience within Habu

  Analysts establish data connections, create analytical templates or use pre-made ones, and invite partners to do the same. They then run implemented use cases, obtain privacy-safe output, and analyze it within Habu's BI layer or export it to their preferred environment for further analysis and reporting.
• 12:56
  A data collaboration story between Indeed and Disney

  Indeed and Disney used Habu to collaboratively segment audiences and measure the impact of Indeed's advertising on Disney's platform. By analyzing user behaviors and exposure without sharing sensitive data, they accurately determined the lift and the campaign's effectiveness.