The data collaboration landscape is constantly evolving. To stay ahead of the curve, we took a deep dive into the latest trends and technologies. In Chapter Four of Lotame’s “The State of Data Collaboration: A Global Perspective,” fielded by Cint, we explore the rising adoption of data collaboration platforms and how they are transforming the way brands manage and activate data.
Data collaboration platforms are rapidly becoming a staple in Martech stacks. According to the report, 71% of marketers are already using these platforms, with an additional 64% of agencies following suit
What makes data collaboration platforms so powerful is their versatility. Unlike more specialized tools like query clean rooms, data collaboration platforms provide a broad set of functionalities that can be applied to various marketing objectives. Whether it’s improving customer segmentation, expanding audience reach, or gaining a unified view of the customer, these platforms deliver tangible benefits across the marketing spectrum.
One of the most significant use cases for data collaboration platforms is the ability to unify internal data silos. In fact, 80% of marketers and agencies cite this as a primary reason for adopting these platforms
By integrating data from multiple sources—both internal and external—data collaboration platforms help marketers overcome this challenge. With a more complete picture of their audience, brands can deliver more relevant and personalized experiences, ultimately driving better business outcomes.
Another major advantage of data collaboration platforms is their ability to expand audience reach. Marketers can collaborate with partners to access new data sets, allowing them to target audience segments they may not have been able to reach on their own. This is particularly valuable in today’s privacy-first world, where third-party data is becoming harder to come by.
According to the report, 76% of marketers are using data collaboration platforms to expand their reach and connect with new consumers
Personalization has always been a key driver of marketing success, and data collaboration platforms are making it easier for brands to deliver personalized experiences at scale. By combining first-party data with external insights, marketers can create highly targeted campaigns that resonate with their audience on a deeper level.
The report shows that 44% of respondents have seen improved audience targeting as a result of using data collaboration platforms. This ability to enhance personalization is a critical advantage in an era where consumers expect tailored experiences across all touchpoints.
As we look ahead to 2025, several trends are emerging in the data collaboration space from 2024:
The trends outlined in “The State of Data Collaboration: A Global Perspective” demonstrate the transformative power of data collaboration platforms. As marketers look to unify data silos, expand their reach, and deliver more personalized experiences, these platforms are becoming an essential part of the Martech stack.
For more insights into the future of data collaboration and how these trends will impact your marketing strategy, download the full report today. Inside the report you’ll find: