Posts tagged with Dmp

surveilling the customer

Why customer data platforms may have a more limited future post-GDPR & Cambridge Analytica

Customer data platforms (CDPs) have had a meteoric rise in the technology hype cycle.

Promising a 360-degree view of the customer across all touchpoints, CDPs promised enterprises a place where all information about customers and their interaction with brands would be kept in individual profiles, rather than all the silos that exist today. CDPs have suggested that data management platforms (DMPs) will soon be encompassed by the CDP, whereby paid media data and owned media data will be completely connected. 

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What is a customer data platform? How is it different from a DMP or CRM?

Modern marketing relies on data, we can all agree.

So it is not strange that the customer data platform (CDP) is gaining momentum faster than any other marketing technology, even though many marketers are not yet familiar with the technology. 

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data

What now for data-driven marketing?

In a late-2017 Econsultancy survey, one in six brand marketers stated that "data-driven marketing that focuses on the individual" was "the single most exciting opportunity" for their organisation.

Following the Cambridge Analytica/Facebook scandal, though, things have changed. Concerns about public sentiment now override maximizing the use of consumer data, leaving data-driven marketing with an uncertain future.

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Building the DMP of tomorrow starts with these three tenets of identity

Currently, marketers don’t have a single source of truth about their consumers. Tomorrow, there must be a single place to build consumer profiles with rich attribute data, and provisioned to the systems of engagement where that consumer spends their time.

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More brands want to bring programmatic in-house, but can they?

For years, brands have grappled with questions about which agency model is the best fit for their business

When it comes to programmatic, however, a new survey recently released by Advertiser Perceptions indicates that a growing number of brands are hoping to bring their efforts in-house.

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Why most of today’s DMPs are broken

The world’s largest marketers and media companies have strongly embraced data management technology to provide personalization for customers that demand Amazon-like experiences.

As a single, smart hub for all of their owned data (CRM, email, etc)—and acquired data, such as 3rd party demographic data —DMPs go a long way towards building a sustainable, modern marketing strategy that accounts for massively fragmented digital audiences.

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dmp

Why DMPs must be deeply integrated in tomorrow's marketing stack

What is the future of data management platforms? This is a question I get asked a lot.

The short answer is that DMPs are now part of larger marketing stacks, and brands realize that harnessing their data is a top priority in order to deliver more efficient marketing.

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A recipe for the MarTech Layer Cake

Today’s “marketing stack” really consists of three individual layers.

Data management contains all of the “pipes” used to connect people and identity together; orchestration ties all the execution systems together to reach customers at the right time and channel; and AI is the brains behind the stack. 

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What does the future hold for Data Management Platforms?

Data Management Platforms (DMPs) are, despite still being on the cutting edge of technology, beginning to move beyond the early adopter stage and are now showing real and serious business benefits.

Oracle/Econsultancy’s report ‘The Role of DMPs in The Era of Data-Driven Advertising’ highlights found that 20% of those surveyed have been using a DMP for four years, however despite this length of time DMPs are ever-evolving and growing ever more sophisticated.

This blog post examines how DMPs have changed and what the future holds for them.

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target

Five controversial predictions for programmatic advertising trends in 2016

Programmatic advertising continued to creep into the generalist marketer's consciousness in 2015.

If you're interested, we recently wrote up a handy digest of some of 2015's programmatic trends.

But enough of looking backwards, let's look in the crystal ball and ask 'What's in store for 2016?'

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Programmatic advertising in APAC: An Introduction

Programmatic ad buying, or just 'programmatic', is a hot but confusing topic.  It is being talked about a lot, but many find it difficult to understand in detail.

Here's an introduction to the topic which might help and we will follow up with details about programmatic in APAC.

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Five best practice tips for data management platforms

In my previous post about our new report titled The Role of DMPs in the Era of Data-Driven Advertising, I covered the data management platform (DMP) landscape, whether better data equals more paid media success, and how DMPs can be used to get advertising in front of the right people.

The report was part of a new Modern Marketing Actionable Insights Series launched in partnership with Oracle Marketing Cloud, and today I’m going to cover five best practice tips that came out of it that will help you take advantage of a DMP when it comes to your advertising efforts. 

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