The Secret to More Effective Campaigns: A Data Management Platform

The Secret to More Effective Campaigns: A Data Management Platform

As digital media grows more complex and more user data is created every second, marketers need better ways to manage customer data for powering effective data-driven campaigns. Although most marketers have customer data in multiple silos, the DMP is a unifying platform that offers a holistic view of your customers' demographics, interests, and behaviors. DMPs are connected to other marketing platforms, such as demand-side platforms (DSPs), sell-side platforms (SSPs), and ad exchanges, making that powerful audience data available to be used for targeted advertising, personalization, product recommendations, and more. Once categorized, that data can be combined with additional 2nd- or 3rd-party data to better understand your audience, enrich your audience to learn more about them, and extend your audience reach to address and meet campaign goals and objectives. You can use this data collected to build audiences for specific marketing campaigns. What do you do with a DMP? Before your campaigns even run, the DMP gives you access to a wealth of insights on your audiences, including demographics, interests, and behaviors. What options does your DMP offer your for optimization to make your campaigns work more effectively? What 3rd-party data is available in the DMP? Using data to personalize the customer experience allows you to build rapport with your audience by focusing on their interests and needs.

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What is a DMP?

As digital media grows more complex and more user data is created every second, marketers need better ways to manage customer data for powering effective data-driven campaigns.

How do you capture all that valuable audience data from a variety of sources, shape it into actionable insights, and then activate it to drive positive business outcomes? Meet the data management platform, or DMP.

A DMP is the backbone of data-driven marketing and it serves as a unifying platform to collect, organize, and activate first-, second- and third-party audience data from any source, including desktop, mobile Web, mobile app, Web analytic tools, CRM, point of sale, search, social, online video, offline, and even TV.

Although most marketers have customer data in multiple silos, the DMP is a unifying platform that offers a holistic view of your customers’ demographics, interests, and behaviors. DMPs are connected to other marketing platforms, such as demand-side platforms (DSPs), sell-side platforms (SSPs), and ad exchanges, making that powerful audience data available to be used for targeted advertising, personalization, product recommendations, and more.

Marketers and agencies use data management platforms to identify and understand their most valuable customers, attract, retain, and upsell to consumers, and to ensure that they are meeting their campaign and business objectives.

How does a DMP work?

A true DMP should collect audience data on more than a surface level, going far beyond just URLs and keyword information. Audience data can be collected based on specific behaviors (such as clicks, downloads, video uploads, and video completions), interests (such as sports, football, parenting, museums, and travel), and demographic information (age, gender, household income, etc.).

Once this first-party data is collected and imported into the DMP, it is organized into a series of segments called “hierarchies.” Once categorized, that data can be combined with additional 2nd- or 3rd-party data to better understand your audience, enrich your audience to learn more about them, and extend your audience reach to address and meet campaign goals and objectives.

You can use this data collected to build audiences for specific marketing campaigns. For example, a retailer may want to target one particular ad to females 18-34 years old, while another ad may be focused on men who frequently buy shoes online. Marketers rely on audience segmentation to power their data-driven campaigns and reach the right consumers at the right time.

With a DMP, your audience data is collected in one place for a quick and easy understanding of who your best customers are, what content they interact with, and how best to reach them effectively.

What do you do with a DMP?

Once the data has been collected and organized into the DMP, what do you do next? The business cases for a DMP vary based on your individual company needs, but here are just a few things your DMP can do for you:

  • Audience targeting. The most basic use case for a DMP is to serve targeted messages and advertisements to particular groups of people. The DMP allows you to specify your audience and target them with customized video, visuals, and content.

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