Why Marketers Need a DMP

Patti Renner Now that you know what a data management platform (DMP) is, let’s take a look at how you can use it to enrich your customer profiles and enhance the customer experience.
Once a robust DMP solution is in place, data from multiple sources comes together to enrich universal profiles within a single unified platform. No more scattered data. No more time wasted messing with “fixes” in an attempt to pull things together. You finally get a complete view of the customer based on data.

Let me show how this works with an example: When a person visits your website, your brand’s DMP solution should be able to record their activity, even if they’re an anonymous visitor. Details such as device used, browser, etc. also should be gathered by the DMP solution for future use and optimization. Once you get a little more information to identify the visitor (like if they sign up to receive email promotions from you), that anonymous profile is then updated (with permissions in check, of course) with a now-known user identifier. Future interactions with your brand automatically enrich profiles in real time. Such details might include email clicks, site visits, length of time spent on specific pages, display ad exposures, purchase history, CRM feeds and more. All this depends on how well your DMP is designed and the depth of data it can accommodate.

Here’s a look at the detail found in a real customer’s profile.

Once you have that data all in one place, it should be easy to use. The information can then inform analytics and messaging strategies – tailor the content of email sends and/or website personalization, inform triggered messaging, feed actionable analytics, cadence strategies, cross-channel content consistency, etc. In other words, it allows you to connect with the customer using the approach they want most. This helps to ensure that you’re not sending Star Wars messaging to Star Trek fans (a serious faux pas), or “big savings” messaging on products the person just bought at full price (which is upsetting). Properly managing your data in a single platform increases the likelihood you’ll get it right, which will also help to enhance the consumer experience with your brand.

Research shows that messaging channels blur in the minds of the connected consumers. That means your campaign through email needs to be able to (in real time) update messaging across other channels for that consistent and powerful brand experience. Unfortunately, without a DMP solution in place, there’s a chasm that needs to be crossed. In many cases, the pieced-together IT fixes just aren’t quite there yet.

It’s actually cool that Knotice has always based its cross-channel messaging and analytics capabilities from a single unified big-data environment. Right out of the box comes a DMP for data intake that plays well with others. Now that you understand the value behind a DMP, when you’re ready to see one in action, we’re happy to walk you through some examples. Perhaps we’ll do that in a future post. Stay tuned.

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