Data management platforms (DMPs) are playing an increasingly important role in supporting effective, programmatically-driven, marketing and advertising, according to research released today by Econsultancy and Oracle Marketing Cloud.

More than two-thirds of marketers (68%) surveyed by Econsultancy agreed that DMPs are ‘key to the future of programmatic advertising’, while the same percentage said they had successfully used data to improve their advertising effectiveness.

The report, titled The Role of DMPs in the Era of Data-Driven Advertising, looks at why companies are introducing these increasingly influential technology platforms and the challenges which prevent them being used to maximum effect.

The research is based on a global survey of 170 senior marketers and interviews with brands, agencies and other industry experts.

For companies already using a DMP, the study found that 60% are using them to optimise customer experience across other marketing channels in addition to display advertising. ‘Website’ (51%), ‘search’ (49%) and ‘mobile’ (46%) are the channels most commonly optimised with the help of a DMP.

“Consumers today not only desire a personalised customer experience – they demand it. If marketers can’t capture, analyse and act on the massive amount of insightful data that their audience is making available to them, they are missing a huge opportunity to engage and delight them.

"As budgets continue to shift steadily towards programmatic, it’s essential that companies implement DMPs as part of an overarching cross-channel data strategy for both advertising and marketing to generate maximum value from those investments,” said Alex Hooshmand, ‎VP Product Management, Oracle Marketing Cloud.

Econsultancy Research Director Linus Gregoriadis added: “The benefits of using data management platforms are becoming more widely understood by companies who are keen to make sure they are using their own first- and third-party data to gain a competitive advantage. DMPs can help with better targeted display advertising campaigns, but they are also being harnessed to deliver a better customer experience across a range of touchpoints.”

Other findings from the report include:

-) 58% of those companies using DMPs have only started using them within the last two years. In Europe, more than a third of companies (35%) using the technology have introduced it within the last 12 months.

-) ‘Centralised control and standardisation of existing first-party data’ is the most popular reason for using a DMP, cited as a major benefit by 53% of marketers surveyed. The next most popular reason is the use of existing data ‘for better email, web, social and content personalisation’ (51%).

-) More than half of companies (56%) using a DMP say that it is managed by their IT department.

Get this report

The full report is available on the Econsultancy website here:

The report is available to Econsultancy subscribers.

For more information about this report, contact:
Linus Gregoriadis, Research Director, Econsultancy
linus AT
+44 (0) 207 269 1450

Oracle Marketing Cloud Press Office
Mike Ruppert, CMG
+44 (0) 207 067 0641

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About Oracle Marketing Cloud

Modern Marketers choose Oracle Marketing Cloud to build customer obsessed cultures, create and manage ideal customers, and power revenue performance. They transform marketing by truly knowing the customer, engaging with cross-channel marketing, and achieving data driven accountability. Integrated information from cross-channel, content, and social marketing with data management and activation along with hundreds of app and data partners enables them to target, engage, convert, analyse, and use award-winning marketing technology and expertise to deliver personalised customer experiences at every interaction.

Marketing Simplicity. Gain the most comprehensive view of customer data. Simplify marketing complexity with the most powerful cross-channel platform. Deliver personalised content at each step of the customer journey.

Customer Centricity. Capture data and use a single customer profile for every marketing process. Recognise every customer as an individual. Engage customers intelligently with content in context to deepen the relationship.

Enterprise Ready. Consider the advantage of a single unified solution that marketers love and IT trusts. Connect all marketing technology on one platform. Unify your data and execute programmes across all digital channels.


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Published on: 1:18PM on 16th July 2015