Data Management Platforms (DMPs)

What is a Data Management Platform (DMP)?

• It’s the backbone of data-driven marketing, serving as a unifying platform to collect, organise, and activate your first- and third-party audience data from any source, including online, offline, or mobile.

• It has the ability to collect unstructured audience data from any source, including mobile, apps, web analytic platforms, CRM systems, social, and VOD.

• It also collects data based on specific behaviours (such as click, download, upload video, video completion), interests, or demographic information. These data points can be used to better understand your audience, then enrich them using third-party data to extend your audience reach to better target campaigns.

• Audience data collected from first- and third-party data sources are then used to build custom audience segments using first- and third-party data, learn valuable insights about each audience to inform campaign, content, and creative planning and development.

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DMP – hierarchical overview

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Site analytics

Email database

Search data

Ad Server data

CRM

CMS

Email campaigns

Display

Search

Mobile

Video

TV

Mobile

Intake

Analytics/InsightU

ser I

nter

face

Chan

nel L

inks

Normalisation

Segmentation/Scoring

Tag Management

Inputs Data Management Platform (DMP) Live Channels

A DMP conducts a multi-layered cookie sync between all your systems, typically through a piece of javascript called a container tag, which allows the DMP to sync its own cookie ID to the cookie IDs of whatever other systems you might be using.  

What does a DMP do for marketers?

• Aggregates all campaign analytics into one centralised data hub; Media sources, creative placements, audiences and much more.

• Empowers marketers & planners to buy audiences at scale without waste

• Helps marketers understand their consumers to make smarter media buys

• Leverage the analysed & segmented data with networks, DSPs and publishers

• Allows marketers to segment their own online and offline first-party data to create target audience segments for display, search, video, and social campaigns

• Can be applied to ad campaigns targeting audiences across the purchase funnel via third-party ad networks and exchanges

• Gives visibility into the ROI for each campaign delivered against each segment and presents a 360-degree view of how campaigns perform allowing marketers to refine media buys and ad creative over time

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The DMP Pipeline

• Implement a pipeline between data sources and the DMP.

• For web based data, implement a data collection tag – this container tag is then placed across multiple landing pages to collect behavioural data

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Analyse and segment

data

DMP collects the

data

Implement Tags

DMP behavioural data buckets

– Expressed interest e.g. visited, but took no further action

– Expressed intent to buy e.g. browsing products

– Initiated intent e.g. started checkout process

– Converted

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In the DMP you can bucket your multiple datasets of activity into behavioural segments:

Expressed Interest

Expressed Intent

Initiated Intent

Converted

DMP product taxonomy

Organize your data into taxonomies that collate to your product marketing initiatives. For example e.g.

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Art(initiated intent)

Pictures

Frames “20% Off” offer

“Free Shipping” offer

“10%” offer

Product Product Group Offer

DMP taxonomy targeting

• Classify collected data and map it to each of your taxonomy buckets.

• Target your buckets with different offers depending on the original intent

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Pictures

“Free Shipping” offer“10%” offer

Clicked but didn’t add to

cart

Clicked and added to cart

Why not a DSP?

• A DSP aggregates biddable inventory and provides information/insight at the buy level

• It does not allow you to create custom segments based on behavioural and transactional insight and as such it does not allow you to model propensity

• It does not connect to multiple 1st and 3rd party data sources and systems and as such it has limited flexibility in terms of data planning

• It does not provide a centralised point to manage and analyse all this multisource data and as such it does not break through the silos

• Ultimately a DSP does not offer marketing data universality, i.e. universal ad operations, universal segmentation and profiling, universal analytics and universal media optimization

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• A DMP centralises all your activities allowing for seamless integration between functions and systems that will vastly enhance your ROI efforts.

– Retargeting – easily implement customised retargeting campaigns based on specific activities and behaviours taken on or offline

– Prospecting – seamlessly integrate with third-party audience data source to acquire anonymous data to achieve higher precision and scale with targeting campaigns

– Site optimisation – use first or third-party data to determine customised content for different consumers when they come to your website

– Audience intelligence – contrast your site audience against third-party data sources to learn more about specific audience attributes to target more likely converters

– Better ROI – Use centralised media performance analytics to determine which audience performed and where to double down

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Seamless integration – all in once place

Do you need a DMP?

If you answer yes to three or more of the below points you can benefit from a DMP…

• Do you manage multiple online campaigns across different ad networks, exchanges and publishers?

• Do you want control over your data assets, to maximise segmentation, prevent leakage and monitor partners?

• If you run retargeting, would you like to enhance your scalability, niche targeting and messaging capabilities?

• Do you want to better target campaigns to improve response rates, conversion, and brand recognition?

• Do you buy multiple media placements, third-party audience data or bid on ad exchanges on a regular basis?

• Do you want to control advertising costs and improve overall ROI?

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Which DMP?

Pure play DMPs…• Demdex (Adobe)• Brillig• Bluekai• Excelate• Red Aril• Krux

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Look out for…

Some DMPs have inflexible structures

• Negate this by ensuring your taxonomy structure is flexible, enabling you to change

your data mapping

– e.g. Product Name = Football_boots can be bucketed into Football Apparel if you

wish rather than Sports footwear

– As well as the option of changing the physical structure of the taxonomy e.g.

moving, deleting, or renaming nodes

Spreadsheet-based analytics

• A robust DMP solution will include exportable spreadsheet reporting & analytic

dashboards that enables real-time data computing and audience intelligence.

Lack of media data

• If your DMP does not naturally tie into third-party data sources from a technical

perspective you may need to move third-party data providers, implement one-off

technical integrations with multiple third-party data providers or even be ultimately

unable to integrate with a valuable third-party data source

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