A collaboration between Canada’s major rail network VIA and newspaper The Globe and Mail demonstrated a 300%-plus increase in reach for a targeted segment over a general travel audience. The collaboration was enabled by data clean room vendor Optable.
The statistics. Four data points were released to indicate the success in using the Optable platform:
- A segment based on insights into matched customers yielded a 3.4X greater reach than addressing a general travel audience.
- The cost per unique reach was 2.5X more efficient.
- The cost per viewable impression was 1.5X more efficient.
- The cost per qualified visit on VIA Rail’s website was competitive with long-established optimization tactics and engagement was better.
The strategy. In collaboration with The Globe and Mail, Optable established a data clean room in which insights from readers could be surfaced without compromising privacy. This enhances audience targeting and revenue growth for The Globe and Mail itself; the VIA collaboration shows how third-parties can benefit from customer matching without PII being shared between the newspaper and the railroad.
Why we care. Data clean rooms sound like a great proposition with brands being able to pool and match data about their customers without actually trading personal information. So far, because of expense and implementation challenges, they have seemed like an enterprise proposition — and VIA Rail is nothing if not an enterprise.
Success stories are only likely to broaden their appeal.
Dig deeper: Why we care about data clean rooms
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