Data Management Platforms (DMPs) represent the next generation of marketing technology solutions. Designed to sit at the heart of a current marketing stack, they de-duplicate, aggregate, and merge multiple sources of data – be it online, or offline – and combine them with an anonymous unique ID for each customer.
This allows an organisation to have a holistic view of their customers’ interactions based on onsite behaviour, in-store and purchasing behaviour, and any other touchpoints where the user interacts with your brand. The real power of this is the DMP allows you to create in-depth segments with these different data sets that can then be pushed out across all your different activation and buying tools, including onsite targeting, CRM, ad-serving, etc.
Today, we spent a few minutes discussing Adobe’s DMP, Adobe Audience Manager, with James Trudgian, the Head of Strategy, Data and Insight for EMEA at Adobe.
Here’s the audio version:
What business problems do DMPs solve?
Organisations want to put customer experience at the heart of what they do, which means giving users a consistent experience that reflects their interaction whether that’s online, offline, or both.
Digital data adds new complexities to how organisations deal with their users and the tendency is for organisations to deal with customers in silos and as individual devices, rather than as people with many devices, often not connecting the dots between different departments. This leads to inefficiencies and lost opportunities as you aren’t able to create an accurate picture of your customers or their needs.
DMPs bring these disparate data sets into one place and create customer audiences across those silos and, crucially, activate them so that they can be monetised. For example, broadcasters could display relevant content online based on the television series you consume or other series that like-minded users consume. This helps you return to the broadcaster and engage with their product. It’s about acknowledging the customer’s interaction with the brand and providing them a much more personalised experience that reflects their needs and interests.
Organisations may spend budget across multiple demand-side platforms (DSPs), but not know who they’re hitting with the messaging, and whether or not it’s particularly relevant for them. DMPs can be used to generate efficiencies in ad-spend by allowing DSPs to target much more accurate segments of users who are far more likely to convert, while suppressing advertising customers that are unlikely or can’t actually convert – if a user falls outside the possible delivery locations, for example.
By building out highly detailed audience segments, an organisation can identify high value customers, either through manually creating segments or using the built-in algorithms to look for other users who match those characteristics. These new prospects can then be targeted with communication tailored for them.
DMPs are not just focused on digital data…
DMPs allow connected communication using data collected right across your business and create a much more personalised experience for the user that goes far beyond digital. An example could be a phone company, where the CRM indicates a user’s contract is about to expire. That information can then be pushed to an online personalisation platform, which can give a specific offer to that customer when he/she comes to the site the next time, or a personalised offer through direct mail.
Why can’t current tools solve these problems?
Most current tools are point solutions designed for a specific outcome and identify users in a way relevant for the tool that may not be compatible with other tools. This makes it very difficult to join up those users across your different tools and use the information more effectively.
The core to what a DMP does is de-duplicate users/devices by merging all that data in one place through an ID and turn them into something marketers can understand and use – marketing to people, not devices. By creating customer segments based on people, these can then be pushed out to whatever tool is appropriate and action can be taken much quicker.
To get an overview about the DMP vendor landscape, featuring Adobe Audience Manager, check out the latest Forrester Wave report on DMPs
How does it fit within the current marketing stack?
A DMP is designed to be at the heart of the digital stack, joining all the different tools together. It sits between advertising and marketing technology and allows an organisation to quickly identify users and act fast.
What kind of business structure do you need to think about if you’re thinking about a DMP?
DMPs form a part of a general business transformation process and a drive towards using data in a more meaningful way. At the organisational level, it’s important there is someone driving this who understands the problems that happen when data is siloed and can push to overcome these barriers. Furthermore, someone or an external party who understands the best strategic approach for your organisation will be crucial to get the most out of it.
How does AAM fit into the rest of the Adobe Stack?
AAM is tool agnostic so it can be used as part of any digital marketing setup. However, you get many added benefits when you use it in conjunction with other Adobe Marketing Cloud solutions due to its seamless integrations and collaborative features. Not only can data be passed seamlessly between solutions, you can set up conversations through the cloud so that reports, segments, and creative can be shared as part of a collaborative community.
Other interesting links:
RUN DMP –
Have a look at our manifesto for using data to drive relevant, meaningful customer experiences in a multi-channel world here
DMP Buyers Guide
Check out Adobe’s buyer guide for DMPs here