How do data management platforms (DMP) optimize marketing and advertising? How do we activate customer data to drive ROI and ROAS? Have a look and get in touch!

1. Data Management Platforms
Julian Wilden
Marketing &
Commerce

2. Data Management Platforms – Julian Wilden, Capgemini.pptx
In todays world, the customer often remains unlocked facing
untailored experiences
© 2019 Capgemini. All rights reserved. 2
Unified view over
multiple devices and
touchpoints is needed
Data sources need to be
aggregated to enable
single-source-of-truth
Customer insights
need to be unlocked by
data and analytics
Data must be harnessed
to enable tailored
experiences
nlock your customer!
Unlock artificial
intelligence with
aggregated data
Marketing with unknown
customers is a shot in the dark –
get to know your customer!

3. Data Management Platforms – Julian Wilden, Capgemini.pptx
Data management platforms drive marketing & advertising KPIs..
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Better ROAS & ROMS
Budget optimization
Business growth
Marketers need to know their
customers and audiences to be
able to track & optimize their
marketing efforts
Digital inventory buy and advertising
spent can be optimized if the customer
and their preference is known
Data about customers grant insights
about successful patterns and
segments that can be focused on

4. Data Management Platforms – Julian Wilden, Capgemini.pptx
..trough a single-source for all customer data that can be utilized..
Brick & mortar
Email
Social
e-Commerce
POS
3rd Party
Beacons
Surveys
2nd Party
Data Sharing
Partnership
single-source-of-truth
Name: John Doe
Income: 110k€
Education: Phd
Shoe size: 42
Hobbies: Group dinners
Fav. clothing: short sleeves
shirt
€
Advertising platforms Marketing suits & software
DMP
Aggregate data in
the DMP and send it
to your Ad- and
MarTech to utilize
the data!

5. Data Management Platforms – Julian Wilden, Capgemini.pptx
Dedicated segment is
created with high
churn-risk customers
Behavior data is collected
from multiple sources and
crawled by big data and
machine learning
..to increase customer lifetime value with e.g. churn detection..
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With all the data in place, I found that some
customer are likely to churn! I created a
segment with them and designed a
designated customer journey to prevent
them from churning and re-activate them!
Customer behavior
indicates that he will
switch brands
Segment is integrated
into marketing suite
to launch churn-
preventing activities
Customer stays loyal!

6. Data Management Platforms – Julian Wilden, Capgemini.pptx
..or to optimize customer journeys in the most convenient way..
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C. later receives an
email that offers a free
trial with no credit card
information required
C. doesn’t want to
submit his credit card
information and leaves
the site
Customer fills a form for
a free software product
on landing page
C. starts trial and
converts!
C. reaches a point
where credit card
information is
required

7. Data Management Platforms – Julian Wilden, Capgemini.pptx
..and to thrive loyalty and conversion with personalization..
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Customers are 61% more
likely to convert if they
experience personalized
touchpoints
All the data from my DMP enables me to
craft personalized experiences for my
customers because I know them! Well,
looks like this product recommendation
will be the best for my customer and
convert into a sale!
Customers buy 40% more
if they experience a
personalized shopping
journey
Amazons product
recommendations are
responsible for 35% of
revenue
Personalized e-mails have
14% higher open-rate
and 10% higher
conversion-rates
DMP
Emails enhanced with data from DMP
Product recommendation based on DMP data
Personalized shopping experience based of preferences
Data-infused, personal touchpoints across all channels
DMP
DMP
DMP
source: crayondata.com

8. Data Management Platforms – Julian Wilden, Capgemini.pptx
..all while optimizing digital inventory buy!
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Know for whom you are
bidding for. Is this
person relevant to you?
Do you want to engage
with this person via
that channel?
What CLV can you expect
form that person? How
much can you bid?
If the right person
and the right price
– which creative
should we display?
This person doesn’t fit
your target-group
This person engages
well with this channel
Similar consumer
have a CLV of 500€
This person engages
well with video ads
Only buy digital
inventory that is worth
it for you! Advertising
is investing – not
spending

9. Data Management Platforms – Julian Wilden, Capgemini.pptx
Furthermore, a DMP enables growth with lookalike audiences
© 2019 Capgemini. All rights reserved. 9
Best Buyer Scarf
Age: 28 Hobby: art
Income:
95K€
Status:
Single
purchase history: handbag
1st, 2nd, 3rd party lookalike audience
DMP solutions identify best
buyers and their characteristics to
crawl 1st , 2nd and 3rd party data
for lookalike audiences!
Businesses can drive their growth
while increasing the value provided
for their customers – win-win!
This way, businesses find valuable
leads from 2nd & 3rd party data or
better engaged customer from
their 1st party data

10. Data Management Platforms – Julian Wilden, Capgemini.pptx
Business encounter typical problems when considering a DMP..
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Data privacy
DMP
who opted in? how do they opt-in?
what can I use? what is prohibited?
what and when must I delete data?
Strategy
how to implement business-wide
marketing and data strategy?
Data management
where is all my data stored? how
many silos do I have?
Organization
how do I get the whole organization
to work towards the same goal?
Implementation
how do I bring my strategy to life?

11. Data Management Platforms – Julian Wilden, Capgemini.pptx
..which Capgemini can solve with domain and technological
knowledge!
© 2019 Capgemini. All rights reserved. 11
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12. A global leader in consulting, technology services and digital transformation,
Capgemini is at the forefront of innovation to address the entire breadth of clients’
opportunities in the evolving world of cloud, digital and platforms. Building on its
strong 50-year heritage and deep industry-specific expertise, Capgemini enables
organizations to realize their business ambitions through an array of services from
strategy to operations. Capgemini is driven by the conviction that the business
value of technology comes from and through people. It is a multicultural company
of 200,000 team members in over 40 countries. The Group reported 2017 global
revenues of EUR 12.8 billion.
About Capgemini
Learn more about us at
www.capgemini.com
This presentation contains information that may be privileged or confidential and
is the property of the Capgemini Group.
Copyright © 2018 Capgemini. All rights reserved.
People matter, results count.
Visit us and get in touch!
We’re looking forward
hearing from you.
Julian Wilden