The terms ‘Big Data’ and ‘Real-time Advertising’ dominate the the marketing industry. However, modern marketers find it hard to analyse this data for actionable insights – let alone in real-time. And with differing datasets stemming from various locations in an organization, painting a holistic picture is difficult.
With the explosion in email, web, SMS, digital, mobile, and social avenues, you have to ﬁnd a way to unify data from each touch point to meet growing customer expectations. Having data all in one place means you can target your audience accurately and meaningfully.
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Here are a few reasons marketers should unify all their data in a singular place.
Eliminate Fragmentation Frustration
One initial headache for advertisers and publishers wanting to experience the benefits of real-time marketing lies in their data sources, and how they monetise it. Both advertisers and marketers look at different technology solutions to help collect data and realise its true value by centralising it in one platform.
However, there are inherent challenges with that strategy. Many organizations stored data in different places, often with internal teams, agency partners, and increasingly in third party tech providers. DMPs solve the issue around disparate data sources, ensuring advertisers, marketers and publishers quickly glean actionable insights from one place. This truly lays the foundation for effective and real-time strategy updates.
Using a DMP as the driver behind a truly multi-channel execution
In an era when real-time campaign reporting is possible, no brand can afford not to investigate how to get these capabilities.
DMPs developed a reputation for leveraging cookies in display advertising for re-targeting, but their capabilities vary depending on what the organization needs. If a brand wants to synchronise offline and online communication, then the DMP is primarily used to merge with CRM data and use persistent IDs to deliver bidirectional campaign activity.
Many companies use DMPs to optimise channels other than display; the channels include email, SMS, mobile, social and programmatic TV amongst many others. This means brands not only optimize website content according to their most valuable segments, but also serve relevant, personalised content at the right time in the purchase or overall customer journey. For many marketers, the ability to do this cross-device and cross-channel is the biggest change they are most eager to see.
Don’t hesitate to get in touch with us today if you would like to find out how our team help you create implement a DMP for your business.
You can read my full piece here