A Data Management Platform serves to collect, organize, and analyze audience data from any source, including online, offline, or mobile. A DMP can collect unstructured data from any source, online or offline. Online, a DMP can use web browser cookies carrying information like user interests, demographics, and behaviors from various channels such as display advertising, sponsored search ads, video engagement, email engagement, on-site behavior, and social media interactions. With the collected data, the DMP helps target campaigns and experiences to custom audience segments, deliver reporting, and gain insight into these audience segments. A DMP connects many platforms so that users can leverage their audience data whenever they want, and wherever they want.
The primary use cases of DMPs are to drive efficiency for marketers/site merchandisers and to produce higher-yielding results. They typically use DMPs for:
- behavioral targeting (and retargeting) of consumers
- content personalization
- campaign optimization
- A/B testing
- user engagement analysis and insights,
- and research.
The first-party data — data collected by a business directly from their customers — can be collected based on customer behaviour — such as clicks, page views, downloads — or interests — such as sports, travel, etc. —or the customer’s demographic information.
DMPs provide a 360-degree view of how campaigns perform against specific target audiences but fail at powering other areas of the customer journey through activities such as CRM, marketing automation, email, etc. For a truly orchestrated and cohesive experience, brands should instead consider a more robust solution for delivery of true omnichannel customer experiences. By onboarding data from multiple sources on day one, marketers and publishers can bridge the gap between online and offline marketing, easily collect, store, and categorize robust data sets from their CRM, APIs, and more – using single customer segmentation and experience management platform.