Lecture_4

Question 1

What is the primary usage of Data management platforms?

Answer 1

Who are your customers?

Question 2

The customer targeting questions can be answered by

Answer 2

Analyzing 1st and 3rd party demographic, contextual and behavioral data.

Question 3

What is DMP

Answer 3

Buyer-side platform that allows advertisers to:

1. Take control of their own 1st party aduience and campagin data.
2. Compare the data to 3rd party audience data.
3. Make smarter media buying and campagin planning decisions.

Question 4

Different between DMP and campaign vendor

Answer 4

Marketers can centralize all audience and campaign data.

Helps manage and analyze data to craft, target and optimize campaigns that reach more right people and drive improved ROI.

Question 5

What is the target of DMP?

Answer 5

Integrates data from 3rd party sources.

Allows the creation of target audiences based on a combination of internal/external audience data.

Generates more accurate targeting across 3rd party ad networks.

Question 6

Who need DMP?

Answer 6

1. Multiple online campagins across different nd networks.
2. Want to control data assets, maximize segmentation, monitor partner usage.
3. Need retargeting, enhance scalability, niche targeting.
4. need better target campaign to improve response rate, conversion…
5. Already buy third-party data or buy media placement.
6. want to control ads costs.
7. want to extend data-centric strategy beyond digital.

Question 7

House all audience data in one place example

Answer 7

When you change the vendor, old data can be stored through DMP and use for the new vendor

Question 8

What benefits of using DMP for site ops?

Answer 8

Prevent latency and traffic.
Ensure site security.

Control who access the data you own.

Analyze site traffic and patterns to get insights.

Increase site conversion

Question 9

What benefits of using DMP for agencies?

Answer 9

Centralize audience data to make better media buying decisions and optimize programs based on real-time campaign/audience analysis.

Question 10

Five things that DMP can achieve

Answer 10

1. Retargeting
2. Prospecting
3. Site optimization
4. Audience intelligence
5. Better ROI

Question 11

DMP can collect 1st party audience data and import 3rd party and offline data.

Answer 11

True

Question 12

DMP allows to transfer data directly to ad networks and exchanges.

Answer 12

True

Question 13

Features of DMP

Answer 13

Data collection

Data classification - organize 1st party data into taxonomies

Data analysis - leverage insight to create specific customer segments

Transfer data directly to ad networks and exchanges

Scalability can scale millions of data simultaneously.

Question 14

DMP can help to monitor all tags on site and secure data transfer and protect latency.

Answer 14

True

Question 15

DMP can compare segmentation from 1st party data to segmentation from 3rd party data.

Answer 15

True

Question 16

The steps to implement a DMP

Answer 16

1. Implement a pipeline between your data sources and DMP for collection. Web data can be collected by data collection tag. Offline data can use match partner.
2. classify user action based on perspective of intent, which can be learned from data.
3. Organize/structure data such as taxonomy used for advertising.
4. Classify raw data to data taxonomy.

Question 17

How to collect web data and offline data?

Answer 17

Data collection tag and match partner

Question 18

Four user actions

Answer 18

Interest (such as reading an article or watching a video)
intent (view product pages, conduct search)
conversion (purchased/submit the contact info)
initiation. (about to complete purchase)

Question 19

Ecosystem touchpoints

Answer 19

Agency, company brand and media sources.

Question 20

Common pitfall of DMP

Answer 20

inflexible technology will lead to inflexible taxonomy structure.

No complicated spreadsheets as a substitute for DMP data analysis.

Make sure the additional data is enough. data shortage is unacceptable.

Not having a DMP.