Cxense Chief Product Officer Tom Wilde on the power of the data management platform (DMP)

25 Nov 2016 | By Tom Wilde

“Data management will be vital for creating compelling experiences that engage readers, serve them better, and turn them into subscribers.”

The world of publishing has been through some dramatic changes over the past half-decade. Media brands have realized that managing their customer data is the next big challenge. Data management will be vital for creating compelling experiences that engage readers, serve them better and turn them into subscribers.

That’s why every media brand needs a data management platform (DMP). This software not only stores data about customers, but can process the information and put it to work by interacting with other software.

The data collected by the DMP includes the pages that users have viewed – revealing their interests, the actions they’ve taken online, and the ads they’ve clicked. This information can be mixed with offline data about purchases and customer service queries.

A data management platform changes the way a business is run

The DMP is the key to offering website visitors content tailored to their individual interests. And it allows advertisers to create segments or groups to target their campaigns. But it’s not a question of simply plugging in the DMP and letting it do the work – running a DMP requires considerable expertise and a dedicated data manager. It’s a transformative technology that changes the way a business is run.

The DMP is essential technology that publishers and media brands will need in the years ahead. But they should start out on their data journey now. The road may be long, but we believe all publishers will find it fulfilling and profitable in the end.

Getting to know your customers is the most important thing you can do in business. Learning about their wishes and thoughts, their desires and intentions, their needs and aspirations is the key to offering them the products and services they’ll love.

“The publishers that succeed over the next five years will be the ones using a DMP to offer their readers a more personalized and individual online experience.”

A new age of data management

Data and digital behavior gives us a wealth of information about users. This is a fantastic opportunity for publishers and media brands to find out more about their customers and offer them the content that will keep them coming back for more.

Publishers face stiff competition in the digital world as their customers turn to social media sites and search engines to guide their media choices, rather than going directly to media brands’ websites and apps.

But publishers and media brands have the unique advantage of being able to collect in-depth data about their readers so they can offer them personalized and relevant experiences that they can’t find elsewhere.

This is where the DMP comes into its own. This essential piece of software stores data about readers and works with personalization engines to offer visitors tailored news stories, videos and other content that addresses their particular interests and passions.

This personalized experience will keep readers engaged with the publisher’s site so, once there, they will stay for longer.

The publishers that succeed over the next five years will be the ones using a DMP to offer their readers a more personalized and individual online experience.

Takeaways:

  • Media brands have realized that managing customer data is the next big challenge and that data management will be vital for creating compelling experiences online.
  • A DMP not only stores data about customers, but can process the information and put it to work in real-time by interacting with other software.
  • The DMP is the key to offering website visitors content tailored to their individual interests.
  • A DMP allows advertisers to create segments or groups to target their campaigns.
  • A personalized experience is crucial to drive reader acquisition and loyalty. A DMP is an essential tool as media brands evolve in the digital age.

A DMP is crucial for publishers. But we can help. Discover how by downloading Power of the DMP: Unlocking the true potential of audience data, segmentation and optimization.

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