Data Management Platform DMP2021-10-20T16:21:14+01:00

Create more “engagement” in your online marketing channels at lower costs with DMP

Choosing a DMP Data Management Platform is like mountain climbing without a guide….
We help you with advice, specifications and selection to avoid costly mistakes

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WHAT IS A DATA MANAGEMENT PLATFORM?

In the early days of Ecommerce, getting visitors to the website was relatively easy. You put enough information and/or products online and the search engine index did the rest. With little competition, this was an excellent model. But soon the competition increased and the conversion on visits decreased. Therefore, it was necessary to "buy" more and more traffic via all kinds of online marketing channels such as Email, Adwords, Affiliate Marketing, Display Advertising, Social Media etc. But because of this huge number of different channels, it became increasingly difficult to determine which channel had contributed to the final conversion at which stage of the "Customer Journey". Fortunately, there is now a solution for this: The Data Management Platform DMP. A DMP system gives the online marketer a tool to efficiently manage online marketing campaigns on various channels and build anonymous profiles leading up to a conversion. Also, some DMP systems have "attribution" tools built in to be able to trace which sources are involved and which have effectively contributed. Once an anonymous profile converts to a purchase, the profile can be enriched with customer-specific data to build a 360-degree customer view. To be able to bundle these data, a Customer Data Platform or CDP system necessary.

DEFINITION

What exactly is a DMP?

A DMP or Data Management Platform is simply software that uses cookies to analyze how a potential buyer / visitor uses sites or other online applications. In addition, he records how this visitor moves across various online platforms and when, how often and how long he returns. A DMP also provides information with which you can see how those visitors deal with the advertisement that you place on other sites. A DMP provides anonymous data of users, which can be divided into segments. It gives a good picture of your audience, is easy to analyze and integrates with almost all existing ad servers.

USE

How can I use a DMP to improve my Customer Engagement and lower my marketing costs?

A Data Management Platform therefore primarily stores information relating to the behavior of potential customers. The most important data is the behavior of users in relation to social media, affiliate marketing, SEO, SEA, display advertising and email. In addition, click behavior can be recorded on your own website (s). Information from third parties can also be purchased to further enrich their own consumer profiles. The more complete a profile is, the more targeted the marketer can send his messages, making the message more relevant and increasing the conversion. A Data Management Platform or DMP is therefore a tool for a marketer to deliver the right message to the right target group at the right time.

ADVANTAGES OF A DATA MANAGEMENT PLATFORM

The advantages of a Data Management Platform are huge. First of all, you simply save a lot of money on your marketing expenses because your visitor or customer is approached much more specifically with a commercial offer, which significantly reduces the so-called "waste". So fewer marketing channels need to be used for that one visitor in order to get him to make a purchase. The second big advantage is that your customers receive more relevant messages, so they no longer have the feeling of being "spammed". This results in a better image and ultimately higher customer satisfaction, which in turn leads to repeat purchases and higher spending. A Data Management Platform therefore improves the dialogue in the Customer Journey and increases the return on the various (online) marketing channels. The knife cuts both ways.

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