How and Why to Use a Data Management Platform

Benefits of Big Data

Data is pervasive these days, and data management platforms (DMPs) are the basis of capturing and using this data in campaigns. DMPs are constantly changing, which can make it challenging for marketers to keep track of the current options on the market. So how does a marketer select and deploy a DMP? First, it’s worth defining what a DMP is.

What is a DMP?

A DMP is a data warehouse, where data is captured, organized and utilized in both first- and third-party campaigns. DMPs aggregate from a variety of sources, including from first- and third-party cookies, mobile devices, and even offline data.

Most DMPs differ in their capabilities: how well they integrate with other systems, how scalable and adaptable they are, and how much data they can handle. DMP’s have also already undergone a few iterations. First generation DMPs are used almost entirely for media buying campaigns and were mainly built to utilize cookie data. While effective for the media buyer, they have very little use outside of that department. Next generations DMPs, however, are designed for a variety of marketing campaigns, making them more effective for everyone in a marketing department.

How to Pick a DMP

In selecting a DMP to use, it’s important to consider a few key features. The DMP needs to be flexible and scalable to keep up with current trends and technologies. Cross-channel marketing is fast becoming an avenue for marketers, and the selected DMP should be able to use data from multiple sources.

Integration of both first and third party data is also extremely important. Being able to analyze this data allows for more targeted, personalized campaigns. Finally, the selected DMP should be easy to use, allowing for insights across all types of campaigns and providing comprehensive analytics.

What does it take to deploy a DMP?

After selecting a DMP, the final stage is deployment. Phase in DMP deployment, rather than jumping in all at once. It will take time to tag across properties, to upload customer data, and to connect to APIs. DMPS require a long-term strategy for deployment. As opposed to trying to deploy every campaign in a DMP in a matter of weeks, marketers should onboard campaigns in segments. Full deployments can oftentimes take a year or more.

Ongoing Considerations

A DMP is only as useful as what’s put into it. Ensure that data is fresh, and check tagging on a continual basis to make sure that old data is not being captured. Watch for changes to the DMP that may make it more difficult to use. If the DMP is creating stress and frustration, then it’s not going to be good for the company in the long run.

With a proper DMP, companies can have a centralized location for all of their data across all of their different campaigns. They can also track and tag across exchanges and publishers. Finally, DMPs allow companies to quickly and easily review their analytics to determine which campaigns are doing well and when to pivot on others.