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The DMP
- 1. The Data Management Platform (DMP)Presenter: David TamJune 2011
- 2. The DMP Buzz
- 3. Major media agencies are now developing data management and audience buying platforms. WPP just announced Xaxis: A central data warehouse for WPP customers designed to target and acquire audience-based display, video, mobile, and social media inventory . 3
- 4. The trend indicates that agencies are starting to be full-service audience buying firms with: Operational scale Centralized systematic processes Analytics services This supports the evolution of the trading desk to becoming a more complete solution. 4
- 5. What is DMP?
- 7. Target these audiences across ad networks and exchanges.
- 9. Integrate with 3rd party ad servers (e.g., DFA).
- 10. Leverage data across all agency campaigns.
- 11. Automate data collection and media buying in a real time.6
- 12. What does a DMP do?
- 13. Data Collection Collect 1st party audience data in a DMP by placing a single tag on your site. Import 3rd party data and compare data points against your own 1st party data in one user interface . 8
- 14. Data Classification Organize your first party collected data into taxonomies. Classify purchase data from top to bottom funnel taxonomies to build distinct audience profiles. 9
- 15. Data Analysis After classifying your data into taxonomies, you can analyze it to understand customer intent. 10
- 16. Analyze and Transfer Data Analyze millions of data points to discover insights and transfer directly to media partners to make targeted media buys. 11
- 17. How can a DMP help Media buying?
- 22. Scrub all data
- 23. Monitor and ensure Data is used appropriately15
- 24. How do you use a DMP?
- 29. DMP Providers
- 30. Summary
- 32. Technology requires a significant ongoing investment in staying relevant and ahead of the curve. 23
- 34. Classify your data with the DMP to create custom audience profiles and segments.
Editor's Notes
- WPP launched Xaxis this past MondayDSPs - big thing of 2010DMPs is 2011Xaxis - buy smart media with informed data
- Speculated that other holding companies will follow this trendPast – buying media was about cheaper ratesNow – buying media is about efficient inventory
- DMP – Software used to collect, aggregate data for easy consumption1st + 3rd party data = target audiencesUse DMP with all exchanges and networksMeasure performance of different audience bucketsUse data to create audiencesIntegrate with all ad serversKeep data and learningsAutomate data collection and audience profile building
- Collect data into DMP with a tagBuy 3rd party dataCompare performance against both 1st & 3rd party data
- Classify data into taxonomiesBreakdown audiences into different levels
- Analyze data by categorizing by user intent behaviorDistinguish differences between each behavior
- After you analyze the data, transfer it to media partners to acquire media
- Aggregate all campaign analytics to be view from on placeThis simplifies the audience building processHouse all of a clients data in one place for analysisGrant different levels of access to partners to view the dataAllow equal comprehension of data between all teams involved
- Customize retargeting based on collected and bought dataBuy 3rd data to increase the scale of prospectingUse insights to constantly iterate campaign strategies to achieve goalsCompare data we collected with data we bought - See the difference between our insightsUse the platform to fill in gaps in the reporting process to simplify the procedure - Report on performance by audience in addition to audience by media channel
- Collecting transparent data is importantWe should perform the due diligence of being compliant when collecting dataDo not collect personally identifiable data DMPs can do this
- Tag the landing page to collect all areas of engagement within the landing/conversion page
- Divide the collected data into behavioral buckets
- Hone in on each behavioral bucket and sort by product and tacticThis example: Company->Business->Advertising offer
- Slice and dice each piece of data to sort specific actions collectedThis example: How users reacted to each offer
- Here are some providers of agency side DMPs
- Pay to use a DMP is not a “no brainer”We should consider if the cost are worth itWith more capabilities comes more costI think before utilizing a DMP for any client we should make sure we access long term goalsWe can definitely become smarter using a DMP but clients need to buy into this vision alsoTechnologies require ongoing investment
- Recap