data management platform dmpIn the early days of Ecommerce, getting visitors to the website was relatively easy. You put enough information and / or products online and the indexation of the search engine did the rest. This was a great model with little competition. However, competition quickly intensified and conversion fell on visits. Therefore, it was necessary to "buy" more and more traffic through all kinds of traffic online marketing channels such as Email, Adwords, Affiliate Marketing, Display Advertising, Social Media etc. But because of the enormous amount of different channels, it became increasingly difficult to determine which channel contributed to the final conversion during which phase of the “Customer Journey”. Fortunately, there is now a solution: The Data Management Platform DMP. A DMP system provides the online marketer with a tool to efficiently manage online marketing campaigns on various channels and to build anonymous profiles in the run-up to a conversion. Some DMP systems also have "attribution" tools built in to help identify which resources are all involved and which have contributed effectively. As soon as an anonymous profile proceeds to a purchase, the profile can be enriched with customer-specific data so that a 360-degree customer view can be built. To bundle this data is one Customer Data Platform or CDP system necessary.


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.


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 great. First of all, you simply save a lot on your marketing expenses because your visitor or customer is approached much more specifically with a commercial offer, so that the so-called "waste" decreases significantly. So fewer marketing channels need to be deployed for that one visitor to make him purchase. The second big advantage is that your customers receive more relevant messages so that they no longer have the feeling of being "spammed". This ensures 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 thereby increases the return on the various (online) marketing channels. The knife therefore cuts on both sides.

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