How Your Data Actually Gets Managed with Aqua Bailey, Operations Support Lead @ [cognition]

In this episode of [radically candid], host Ava Hinds sits down with Aqua Bailey, Operational Support Lead at [cognition], to pull back the curtain on how data actually moves from a dealership’s sales floor to a high-performing digital campaign.Who's This Conversation For?This conversation is for anyone looking to understand the technical back end of attribution. If you’ve ever wondered how to prove an ad actually sold a car, or what exactly happens inside a Data Clean Room, this episode is for you.  What You'll Learn By Listening1) Why Lower Numbers Can Mean Better Data Aqua explains the critical role of de-duplication. In the DSP, numbers might look inflated because one person saw multiple ads. By using Amazon Marketing Cloud (AMC), Aqua’s team identifies the unique individual behind the clicks.The Payoff: You get a true metric of reach and a realistic ROI, rather than vanity metrics that count the same person five times.2) Understanding Data Clean Rooms (DCR) Data privacy is non-negotiable, but data access is essential. Aqua breaks down the DCR as a secure, private filing cabinet that stores inventory, impressions, and sales data while protecting PII (Personally Identifiable Information).💡 Key Technical Takeaway: [cognition] leverages a 95-day backfill window, a massive advantage over other platforms for tracking long-term trends and maintaining client trust.3) How to Track Sales Without Sharing Sensitive Data For clients hesitant to share first-party sales data due to privacy concerns, Aqua introduces the Polk/DMV integration.By pulling registered buyer data directly from the DMV, [cognition] can aggregate matchbacks to prove campaign effectiveness without the dealer ever having to export a customer list.4) Turning Past Data into Future Audiences Data isn't just for reporting, it’s for targeting. Aqua discusses how segments, built from either first-party sales data or previous conversion events, are pushed back into the DSP to create high-intent audiences.The Strategy: If you have over 2,500 impressions, you can turn that data into a retargeting powerhouse to reach the people who almost bought.Connect with Aqua Bailey on LinkedIn here!