Unpacked by Flybuys, the B2B data division of Australia’s favourite rewards program, is partnering with InfoSum, one of the leading data collaboration platform to grow its first-party data capabilities. The partnership will enable advertisers to securely and instantly match their first-party data against Flybuys’ first-party data in a privacy-first and cookieless manner.
What does the partnership mean for marketers?
This alliance will enable advertisers to unlock rich client insights to power more personalised shopper experiences and enable accurate measurement of campaign effectiveness. InfoSum powers fast, easy, secure and effective first-party data collaboration on a de-identified basis using its non-movement of data tech and privacy-preserving data collaboration platform.
By removing barriers to collaboration, firms such as Flybuys can maximise the performance of all their data-driven strategies with complete end-to-end protection and without exposing personal information of its members to advertisers. Companies who rely on InfoSum include Disney, Experian, Omnicom, Tripadvisor, ITV, CNN, Channel 4, Boots and The Trade Desk.
What does this mean fof Flybuys and InfoSum?
Christopher Scudder, Head of Sales at Unpacked by Flybuys commented: “We are thrilled for the opportunities our partnership with InfoSum will bring, to grow our first-party data collaboration capabilities and the ability to offer these data services in a privacy-first and cookieless manner to our clients. We are confident InfoSum’s new and unique data clean room technology, will allow us to meet our data collaboration requirements.”
Richard Knott, General Manager, ANZ, InfoSum, said, “The addition of Flybuys expansive first-party data into our data clean room ecosystem will aid advertisers to drive better marketing outcomes through fast and frictionless data matching, in a privacy-first environment.”
“As we witness the growth of data clean rooms to power first-party data collaboration whilst prioritising customer privacy, we are excited to be working with one of the largest data-rich organisations here in Australia and play an integral role to drive rich data-driven experiences.”
What is the wider industry context of this partnership?
The data collaboration space is rapidly evolving, as businesses increasingly recognize the value of sharing data with partners and suppliers. This can lead to a number of benefits, including improved customer insights, more efficient operations, and new product and service development opportunities.
There are a number of challenges that businesses need to overcome in order to successfully collaborate on data. These include concerns about data privacy and security, as well as the need to develop common data standards and protocols. However, the potential rewards of data collaboration are significant, and businesses that can overcome these challenges are well-positioned to succeed in the digital economy.
One of the key benefits of data collaboration is that it can help businesses to gain a deeper understanding of their customers. By sharing data with partners, businesses can gain access to a wider range of customer data, which can be used to develop more personalized and targeted marketing campaigns. This can lead to increased customer engagement and loyalty, as well as improved sales and revenue.
Data collaboration can also help businesses to improve their operational efficiency. By sharing data with suppliers, businesses can get a better understanding of their supply chains. This can help them to identify inefficiencies and areas where costs can be reduced. It can also help them to improve their inventory management and forecasting, which can lead to reduced stockouts and increased sales.
Finally, data collaboration can also help businesses to develop new products and services. By sharing data with partners, businesses can gain access to new ideas and insights. This can help them to develop new products and services that meet the needs of their customers. It can also help them to identify new market opportunities and expand into new markets.
The data collaboration space is still in its early stages of development, but it is growing rapidly. As more businesses recognize the value of data collaboration, we can expect to see even more innovation and growth in this space in the years to come.
Here are some additional thoughts on the wider data collaboration space:
- Data collaboration is not a one-size-fits-all solution. The best approach will vary depending on the specific needs of the business.
- It is important to carefully consider the privacy and security implications of data collaboration before embarking on any projects.
- Businesses need to invest in the right tools and technologies to support data collaboration.
- Data collaboration requires a change in mindset. Businesses need to be willing to share data with partners and suppliers in order to reap the benefits.
Despite the challenges, data collaboration offers a number of potential benefits for businesses. By overcoming these challenges and investing in the right tools and technologies, businesses can position themselves to succeed in the digital economy.
Gerald Ainomugisha is a business news reporter and freelance B2B marketer with over 10 years of experience in writing high-converting copy and content for businesses of all kinds, especially SaaS providers in the niches of HR, IT, fintech, eCommerce and web3.