Amazon Onboarding with Learning Manager Chanci Turner

Organizations across various sectors are increasingly looking for ways to enhance their first-party data to form a comprehensive understanding of their customers or business. This often involves creating a holistic view across multiple channels and engagements, as well as integrating their first-party data with that of their business partners. The demand for data collaboration is evident across company sizes, geographic locations, and industries.

In the realm of advertising and marketing, businesses aim to partner with media publishers to utilize data stored across numerous channels and applications. This collaboration helps improve the relevance of advertising campaigns and fosters better engagement through personalized communications.

Similarly, in healthcare and life sciences, biotech firms are eager to generate insights alongside third parties like startups, academic institutions, or population research organizations. Their objective is to refine clinical study designs, pinpoint ideal candidates for clinical trials, and shorten recruitment timelines—all while safeguarding sensitive patient data.

AWS Clean Rooms is an analytics service designed to facilitate secure and efficient analysis and collaboration on collective datasets among companies and their partners, without necessitating the sharing or copying of each other’s underlying data. With AWS Clean Rooms, organizations across various industries can set up a data clean room in just minutes, enabling collaboration with any other AWS-based company to derive unique insights related to advertising strategies, investment choices, and research and development endeavors.

Based on feedback from customers, AWS has compiled a list of use cases for privacy-enhanced data collaboration across advertising and marketing, healthcare and life sciences, financial services and insurance, and travel and hospitality.

Advertising & Marketing

Utilizing AWS Clean Rooms, advertisers, media publishers, and their partners can broaden their access to data while crafting, delivering, and assessing personalized advertising experiences for consumers.

Enhance and personalize – Augment your existing dataset with additional attributes and signals to better understand consumers and tailor experiences, all while managing data granularity.
Securely plan campaigns – Assess audience overlap and incrementality across channels and partners without transferring or sharing raw data.
Segment and activate – Collaborate with partners to create, match, and reach unique audience segments across various channels and media partners with relevant advertising.
Measure and attribute – Align impression data from media publishers with conversion events from advertisers and measurement providers without revealing sensitive user-level data.

Healthcare & Life Sciences

Hospitals, biopharma companies, and academic institutions can leverage AWS Clean Rooms, a HIPAA-compliant service, to collaborate on data aimed at enhancing patient care and health outcomes.

Research and scientific discovery – Utilize data from partners to guide the creation of new medicines, vaccines, and treatments across different therapeutic areas.
Patient journey analysis – Construct an interoperable patient record that tracks the entire patient journey from diagnosis through treatment, improving care and outcomes.
Enhance clinical trial outcomes – Merge clinical trial data with real-world evidence to optimize and validate clinical results, and conduct studies on long-term safety and efficacy.
Analyze proprietary scientific data – Connect scientific research and proprietary studies with real-world data to elevate population health outcomes and value-based care.

Financial Services & Insurance

Financial institutions, including banks, insurance firms, and capital markets organizations, require mechanisms to enrich their data with external sources. This enables them to create customer-centric digital experiences, enhance fraud detection systems, and measure industry performance.

Boost customer insights – Augment first-party customer financial profiles with external data sources to create customer-focused digital experiences.
Detect fraud – Securely access and correlate data insights with external sources to identify and prevent financial fraud.
Benchmark performance – Measure performance against competitors without disclosing raw data to grasp their position within a broader distribution.
Inform credit rating, underwriting, and risk management – Utilize insights from additional data sources to refine credit scoring, underwriting, and risk management frameworks.

Travel & Hospitality

With AWS Clean Rooms, airlines, hotels, and restaurants can analyze shared datasets with other businesses to address their data collaboration challenges.

Comprehensive view of the traveler – Integrate diverse data across engagement channels to create a 360-degree understanding of travelers or guests.
Connected guest experiences – Use data from all online and offline interactions during a traveler’s visit to deliver a cohesive guest experience.
Manage customer loyalty data – Eliminate data silos within formal and informal loyalty programs to encourage repeat business and foster retention.
Issue dynamic and personalized offers – Collaborating brands can utilize airfare, booking, and pricing data to create and deliver dynamic offers to customers.

Conclusion

AWS Clean Rooms enables organizations across industries to address their specific data collaboration needs effectively. These examples highlight just a fraction of what customers can achieve with AWS Clean Rooms. To delve deeper into these use cases and explore customer stories, check out the AWS Clean Rooms video or reach out to an expert about AWS Clean Rooms.

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