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Comparing Data Management Platforms - Colombus Consulting Shift - Benchmark by EBG Barcelona 2018

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Comparing Data Management Platforms - Colombus Consulting Shift - Benchmark by EBG Barcelona 2018

  1. 1. # DATA MANAGEMENT PLATFORM
  2. 2. digitbench18WIFI digitbench18 # SPEAKERS JEAN MENEVEAU Partner NATHALIE MANCUSO General Manager MICHAEL FROMENT CEO PIERRE SAISSET General Manager South Europe GHITA TAOUJNI Digital & Data Marketing Director
  3. 3. digitbench18WIFI digitbench18 # WHAT IS … DMP
  4. 4. digitbench18WIFI digitbench18 # DMP INSIDE A DATA MARKETING ECOSYSTEM Analytics / Attribution TMS Online Offline CRM 1st party data (owned) External data 2nd party 3rd party Media / RTB Social ads Web / Mobile TV / Print Mailing Outbound calls Point of Sales e-mail Push / SMS Digital finger- print DCO User-centric advertising Search Identity Segments Usage Affinities Opt-in 360° customer analytics Owned Social DMP (media & CRM) Social CRM Testing / Perso App Data Conversion In store analytics Omnichannel marketing NBA Data Lake Earned Media Collect Target Activate
  5. 5. digitbench18WIFI digitbench18 # MARKET TRENDS
  6. 6. digitbench18WIFI digitbench18 # DMP Data Management Platform CDP Customer Data Platform Main functions Source of data Profiling Activation Collected data Centralisation/segmentation Anonymous & Personnal Persistant (CRM-based) 1st party CRM oriented VS CDP role is not yet clearly defined and editors often propose a combined approach Centralisation/segmentation Anonymous Limited (CRM-based) 3rd and 1st party Media oriented MARKET TREND 1 THE RISE OF CDP : DMP COMPETITOR OR COMPLEMENT ?
  7. 7. digitbench18WIFI digitbench18 # Cross-device login sharing 2nd party data sharing Brand 1 Brand 3 Brand 2 Brand 4 People-based approach MARKET TREND 2 “UNITY IS STRENGTH” : DATA SHARING FOR AN OPTIMAL USE OF DMP
  8. 8. digitbench18WIFI digitbench18 # MARKET TREND 3 GDPR : CHALLENGE OR OPPORTUNITY ? Editors need to facilitate these new requirements ... and brands need to check the entire data chain (up to the data providers) GDPR – start date May 2018 Right to be forgotten Omnichannel consent Data portability Right to know when data has been hacked Privacy by design Fine up to 4% of turnover DATA GOVERNANCE USER EXPERIENCE IT ARCHITECTURE DATA IMPACTS
  9. 9. digitbench18WIFI digitbench18 # BENCHMARK
  10. 10. digitbench18WIFI digitbench18 # DMP FUNCTIONALITIES ASSESSEMENT > Type of segments, collect and data enrichment… > Engagement scoring, segment automation… > Look alike algorithm > Cross-device vision and activation > Reporting et data viz functionalities (segments, campaigns …) > Media attribution modelling > Real time collect and activation > User journey qualified based on behavior (without cookie) Marketcoverage Look alike Fingerprinting Real Time Segmentation Predictive and Automation Cross-device Data Viz Attribution Commodity Specific Niche
  11. 11. digitbench18WIFI digitbench18 # DMP| Q1 2018 MAPPING Media CRM (+ Media) Full stack Data
  12. 12. digitbench18WIFI digitbench18 # DMP | Q1 2018 BENCHMARK ALL IN ONE FUNCTIONS MaturityBEST OF BREED Full Stack Media Data CRM
  13. 13. digitbench18WIFI digitbench18 # PANEL DISCUSSION
  14. 14. digitbench18WIFI digitbench18 # PRESENTATION OF THE PANELISTS NATHALIE MANCUSO General Manager MICHAEL FROMENT CEO PIERRE SAISSET General Manager South Europe GHITA TAOUJNI Digital & Data Marketing Director
  15. 15. Why would you start a DMP project? Media centric? CRM centric?
  16. 16. Which DMP did you choose? What were your criteria?
  17. 17. What business performance did you get (vs. expectations) ?
  18. 18. What is your feedback on the solution and its place in your ecosystem? DMP positionning?
  19. 19. digitbench18WIFI digitbench18 # CONTACT JEAN MENEVEAU Partner meneveau@colombus-consulting.com +33 6 50 73 60 99
  20. 20. # THANK YOU FOR YOUR ATTENTION

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