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What Are the Benefits of a DMP?

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In order to manage and make sense of the mass volumes of data being gathered, advertisers and marketers are turning in increasing numbers to DMPs. In fact 27% of those surveyed in Econsultancy’s report The Role of DMPs In The Era of Data Driven Advertising had just implemented a DMP in the past year. Let's take a look at some of the many benefits DMPs can deliver to your business in this SlideShare.

Published in: Marketing

What Are the Benefits of a DMP?

  1. 1. 0 0 1 1 1 1 1 1 1 1 0 00 0 0 0 1 1 1 0 0 0 0 WHAT ARE THE BENEFITS OF A DMP?
  2. 2. DMPS ENABLE YOU TO…
  3. 3. USE THE DATA YOU ALREADY HAVE
  4. 4. You have the capacity to track customer journeys and interactions through data already on your system—CRM, web analytics data, email etc, how hard are these assets working for you?
  5. 5. With DMPs you can tap into this data to make your marketing messages more appropriate, timely and even highly personalised.
  6. 6. These data sets are assets you own and for which you have already paid. They are worth exploiting. After all why not capitalise on your existing investment?
  7. 7. CREATE MEANING IN THE DATA
  8. 8. With a DMP linking customer inputs of identifiable data such as.. Cookies. Social media footprint. Email addresses.
  9. 9. Enables you to create a much more detailed picture of the customer journey and purchase intent. Meaning you can identify a customer’s desires and interactions and deliver ever greater relevance.
  10. 10. Essentially the right DMP can turn your apparently random information into meaningful and helpful data.
  11. 11. GROW THE UPPER FUNNEL
  12. 12. Rather than making broad attempts to find customers using hypothesized groupings and anonymous data sources...
  13. 13. DMPs enable you to find matching customer segments to market to, by… Matching customer journey types, based on known data and using capabilities such as lookalike modelling.
  14. 14. MEANING…
  15. 15. Messaging is more appropriate and customers benefit from relevance and the business has the opportunity to attract more customers who ‘look like’ existing best customers.
  16. 16. CONSTANT IMPROVEMENT
  17. 17. Contextually appropriate messages/experiences are much more engaging for potential customers than beginning with a generic starting point for every brand encounter.
  18. 18. As campaign performance is measured the analytics insights from a DMP mean that marketers can continually enhance campaign messaging.
  19. 19. Improving the results of the campaign optimising contextually relevant messaging across interactions by search, web, email and even TV.
  20. 20. REDUCE WASTAGE
  21. 21. As the famous quote goes “I know 50% of my advertising budget is wasted…”
  22. 22. A DMP enables you to reduce this wastage.
  23. 23. Using it as an evaluation tool for campaign asset placement and advertising placement publishers can ensure that their content only appears where it is most effective and most appropriate.
  24. 24. Additionally stop wasting time getting customers back to where they were last time you spoke to them. Cut the waste by starting from today, not yesterday.
  25. 25. DELIVER ACROSS THE ENTIRE CUSTOMER JOURNEY
  26. 26. Different touchpoints owned by departments, departmental data silos, disparate customer data... all of these can prevent you from having a single view of the customer.
  27. 27. Merging, managing and activating data of both online and offline assets in a single platform enables you to develop a more detailed picture of the customer and a single version of the truth.
  28. 28. In short DMPs enable you to: Use the data your organisation already has. Extrapolate meaning in the data. Grow the upper funnel. Continually optimise processes. Reduce wastage. Deliver across the entire customer journey.
  29. 29. Visit oracle.com/marketingcloud Copyright © 2016, Oracle and/or its affiliates. All rights reserved. Discover more benefits of DMPs and how they can increase the success of your advertising campaigns— download our free report: The Role of DMPs In The Era of Data Driven Advertising Download now THE ROLE OF DMPs IN THE ERA OF DATA-DRIVEN ADVERTISING In association with Modern Marketing Actionable Insights Series

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