▷ The data management platform: a new weapon for marketing professionals? 2020 -

While data management platforms or DMP are gradually finding their way into companies, they are still poorly understood by most marketing professionals. Their deployment and use are however more relevant than ever in an ecosystem where data comes to us in real time in a variety of formats and through multiple channels. This introductory article on the subject aims to present the challenges of data marketing and the rise of DMP …

The origin of data marketing

Marketing has always relied on data to implement actions. However, since the development of digital tools, things have become more complex. Customers follow cross or multi-channel routes (in stores, by mail, on the phone, online, etc.) and it is sometimes important to act quickly if not instantaneously. From these multiple paths arise a large amount of information distributed in various applications and tools (in silos). Among them, clicks and browsing history on one side, CRM data on the other, email opening rates, and even data collected or purchased from third parties.

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In addition, this data evolves in real time and it sometimes requires be reactive to trigger actions. You also need dynamic and intelligent segmentation to send the right message to the right person, at the right time and on the right channel. The DMP will come to meet this need.

What is a data marketing platform?

DMPs are technological solutions that allowaggregate data from different sources and formats, to reprocess them, enrich them and segment them to make them exploitable. Actions can then be triggered on all the channels with which the DMP is connected. Their development originates in the appearance of Big Data technologies, in the variety of customer data available in a multichannel environment, and in the need for advertisers to act quickly.

Among the data used, we can find:

  • “first party” data belonging to the advertiser (CRM or navigation data);
  • second party data from marketing campaigns;
  • or third party data that can be purchased from specialized organizations with a large amount of data.

A matching carried out between one (or more) cookie and other proprietary information or collected through third parties then makes it possible to trigger relevant marketing actions in real time vis-à-vis an individual for whom we will have a lot of information.

Why use a DMP?

The motivations that push advertisers to opt for a DMP often originate in optimizing media buying in order to get the most effective impressions possible. However, the technological costs and the establishment of a DMP can be significant. The associated savings are then reserved for companies with high advertising budgets.

In this sense, the e-commerce, retail and bancassurance sectors are typically those that will benefit from the deployment of a DMP. The same is true for large telephone operators or, more generally, advertisers who have large customer bases which they will address through different channels. So here we are talking about large, even very large companies, positioned on B to C markets. Imagine for example that in the context of your space purchase campaigns you can bid differently on identified users (through cookies) as high income and regular buyers in e-commerce thanks to data collected from a third party?

The uses of DMP will not stop at these benefits or savings, however. Consolidating and understanding complex marketing data will also allow the brand to trigger actions on traditional channels : phone, SMS, mail, store sales … The applications are then almost unlimited and will focus on different points. Among them increasing loyalty, reducing acquisition costs, improving the user experience …

If large generalist players have positioned themselves in this technological sector and also offer DMPs, French actors like Makazi have specialized in this field. Likewise, more and more consulting firms are supporting brands in the adoption and deployment of these tools, which remain poorly known and not widely used. Is Big Data finally within the reach of marketing? To deepen your knowledge, you can consult the white paper of the converteo cabinet and that of the technology editor Makazi who have both studied these subjects.

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