Lecture 4 Flashcards
Who Are Your Customers?
Those questions can be answered by analyzing
1st and 3rd party demographic, contextual and behavioral data
Complex customer journeys have resulted in
multiple data sources
collecting different types of customer data
What is a DMP?
Buyer-side platform that allows
advertisers to:
Take control of their own 1st party audience and campaign data
Compare the data to 3rd party audience data
Make smarter media buying and campaign planning decisions
DMP is the backbone of
online advertising operations for an increasingly digitized economy
DMPs provide marketers with centralized control of
all their audience and campaign data
DMPs help manage and analyze data to
craft, target and optimize campaigns that reach more of the right people and drive improved ROI
Targeting Through DMP Integrates data from 3rd party sources to provide
rule-based control over audience definition and ad distribution
Targeting Through DMP Allows the creation of target audiences based on a combination of
internal/external audience data
Targeting Through DMP Generates more accurate targeting across
3rd party ad networks and campaign measurement
With increasing competition and entrenched consumer ad blindness, brands must find ways to
reach precisely defined audiences with relevant messages
Few marketers are effectively analyzing their audience and campaign data to
make better media buying decisions, target campaigns, and optimize creative
Many marketers have increased the # of campaigns across multiple channels to
reach more consumers, resulting in a decrease in ROI
DMP Benefits for Marketers
Help achieve better campaign performance and overall ROI
DMP Benefits for VP Marketing
- Empower teams to buy audiences with minimal waste
- Leverage CRM and LTV strategies for decision making
- Tailor messages to audience based on prior behaviors
- Engage in brand safe data mining
- House all audience data in one place
- Test offline models online
DMP Benefits for Site Ops & IT
- Prevent latency and traffic issues on your site
- Ensure site security for customers
- Own your data and control who accesses it
- Analyze site traffic and patterns to get insights
- Minimize # tags on site
- Increase site conversion rate
DMP Benefits for Privacy & Legal
- Have a tight legal contract with restrictions and compliance to company policy
- Include information on privacy and marketing uses of technology on the site
- Be at the forefront of privacy policy and impending legislation
DMP Benefits for Agencies
Centralize audience data to make better media buying decisions and
optimize programs based on real-time campaign/audience analysis
DMP Benefits for Account Director
- Understand competitive landscape and client’s role and position
- Empower planners to execute quickly, easily, and with intelligence
- Streamline account management by centrally housing all client audience data
- Keep a record of the performance and ROI of past plans and campaigns.
- Innovate on campaign creative, targeting, and delivery
DMP Benefits for Media Planner
- Spend client dollars efficiently and predictably with the best possible results
- Buy audience-targeted impressions and get access to flexible, graphical reports that are easily shared
- Simplify planning to use less but stronger data, media buying, and ad network partners
- Implement a smooth planning process from request for proposal (RFP) and launch to reporting and analysis
What Can DPM Help Achieve?
Retargeting
Prospecting
Site Optimization
Audience Intelligence
Better ROI
What Can DPM Help Achieve?
Retargeting
implement customized retargeting campaigns based on
specific online or offline behaviors
What Can DPM Help Achieve?
Prospecting
Seamlessly integrate with 3rd-party sources to acquire anonymous data and achieve higher precision/scale with campaigns
What Can DPM Help Achieve?
Site Optimization
Use 1st or 3rd party data to determine customized content for different consumers when they come to your website
What Can DPM Help Achieve?
Audience Intelligence
Contrast site audience vs. 3rd party data to learn more about specific attributes to target more likely converters
What Can DPM Help Achieve?
Better ROI
Use centralized media performance analytics to determine which audience performed best and where to focus
DPM Main Features
Data Collection
Data Classification
Data Analysis
Data Transfer
Scalability
DPM Main Features:
Data Collection
collect 1st party audience data and import 3rd party and offline data from your own CRM
DPM Main Features:
Data Classification:
quickly organize 1st party data into taxonomies (ex: organize transactions into descending taxonomies such as clothing, kids)
DPM Main Features:
Data Analysis:
analyze data to understand customer intent and leverage insights to create specific customer segments
DPM Main Features:
Data Transfer:
transfer data directly to ad networks and exchanges to make accurate media buys targeting your segments
DPM Main Features:
Scalability:
scale to millions of data points and analyze all of these simultaneously to deliver critical insights
Advance DMP Features
Tag Management
Audience Segmentation
Media Integration
Campaign Analytics
Audience Analytics
Advance DMP Features:
Tag Management:
actively monitor all of the tags that fire off of their sites, providing a robust interface for controlling secure data transfer, protecting latency, and monitoring tags
Advance DMP Features:
Audience Segmentation:
ability to slice 1st party data by taxonomy, segment, campaign, or ROI outcomes vs 3rd party data, creating thousands of highly-relevant segments to reach audiences
Advance DMP Features:
Media Integration:
share audience segments with ad networks to serve targeted ads and reach audiences in real time
Advance DMP Features:
Campaign Analytics:
easy to use dashboards where you can measure and compare campaign performance for specific audiences across digital
Advance DMP Features:
Audience Analytics:
provide clear insights into how an audience segment is performing at any given time, to identify which channel deliver the highest ROI for specific segment
How To Implement a DMP
Data Collection
Bucket User Data
Structure Data
Classify Raw Data
How To Implement a DMP:
Data Collection:
implement a pipeline between your data sources and DMP. For web data, implement a data collection tag. For offline data, utilize a match partner
How To Implement a DMP:
Bucket User Data:
classify user actions from the perspective of intent. Based on your data, organize users into four categories
How To Implement a DMP:
Structure Data:
organize data into a structure that makes sense for your business and advertising initiatives Example: taxonomy currently used for advertising
How To Implement a DMP:
Structure Data:Classify Raw Data:
raw data point will need to be mapped to data taxonomy
User Action Classification
Interest
Intent
Conversion
Initiation
DMP Ecosystem Touchpoints
Your Agency
Your Company (Brand)
Your Media Sources
DMP Ecosystem Touchpoints:
Your Agency
Those responsible for media planning will need to be educated on DMP solution
DMP Ecosystem Touchpoints:
Your Company (Brand)
DMP solution will touch several points of your infrastructure from both technical and business perspectives (ex: site, apps, marketing, ops, IT)
DMP Ecosystem Touchpoints:
Your Media Sources
You will need to establish a business and technical handshake with media sources to transfer your data
DMP Common Pitfalls
Inflexible Technology
Spreadsheet-Based Analytics
Lack of Additional Data
Not Having a DMP
DMP Common Pitfalls:
Inflexible Technology:
make sure your taxonomy structure is as flexible with the option to change the data mapping as well as the physical structure of the taxonomy
DMP Common Pitfalls:
Spreadsheet-Based Analytics:
robust DMP solution will include flexible reporting and analytics dashboards that enable real-time data computing and audience intelligence. Do not accept complicated spreadsheets as a substitute for sophisticated data analytics
DMP Common Pitfalls:
Lack of Additional Data:
A DMP is also about combining your data with 3rd party sources to drive more robust analytics, insights, and targeting
DMP Common Pitfalls:
Not Having a DMP:
A DMP is essential to organizing and managing your valuable 1st party data assets. It will play an instrumental role in taking your online and offline advertising to the next level
