Audience insights & enrichment

Audience insights and enrichment use cases let brands and their partners combine first-party data to build a fuller picture of an audience or customer base, without either side exposing raw records. In a Decentriq data clean room, matching and analysis run inside a confidential computing environment, so overlap and behavioral insights can surface without moving personal data between organizations.

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Explore audience insights & enrichment use cases

Which use case applies depends on where the partner data originates: a publisher provides audience insights, while a retailer's transaction and loyalty data supports shopper insights instead.

Audience insights

Analyze overlap and behavior with a publisher or data partner's audience

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Shopper insights

Analyze purchase behavior with a retail partner's shopper data

explore shopper insights ->
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CRM enrichment

Add external signals to your own customer records to build a richer first-party profile

explore crm enrichment ->
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Why audience insights & enrichment matters

Most organizations only see part of their audience. A publisher knows content engagement but not purchase behavior, and a retailer knows transactions but not media exposure. A brand's own CRM holds customer history, but nothing about the prospects it hasn't reached yet. Insights and enrichment use cases close these gaps by letting two parties analyze their combined picture without either one handing over the underlying records.

The distinction between audience insights and shopper insights matters because the input data  differs: Publisher and data-partner audiences are typically evaluated through content and behavioral signals, while retail audiences are evaluated through transaction and loyalty data.

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Frequently asked questions

What is the difference between audience insights and shopper insights?

Audience insights apply when the data comes from a publisher or standard data partner, typically evaluated through content and behavioral signals. Shopper insights apply when the data comes from a retailer, evaluated through transaction and loyalty data instead.

How does CRM enrichment differ from audience insights?

CRM enrichment adds external signals to an organization's own customer records at the user level. Audience insights instead analyze overlap and behavior against a partner's audience and generate aggregated results only.

Can shopper insights work without exposing raw transaction data?

Yes. The retailer's transaction and loyalty data stays within its own environment, and only the aggregated shopper insight is shared.

What is CRM enrichment used for?

It strengthens an organization's own customer records with external data, such as demographic or behavioral signals, building a more complete first-party profile.

Talk to us about audience insights & enrichment

Secure collaboration could be the key to unlocking value from data you thought was too sensitive to use. Contact us today to learn more or schedule a demo.

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