A DMP can help marketers truly understand the individual user
To get to know what users want, marketers need to harness the power of data and use a DMP to collect, segment, and activate it to drive conversions
Profile your users
A DMP is about being able to put together insight into an actionable, centralised data layer of all the different data sets about the user you have.
A DMP structures these data sets and allows you to create segments so you have the power to choose what kind of buckets of like-minded users you want to target and to activate those segments to increase conversions.
Data collection and onboarding
Marketers need to collect behavioural user data from their own properties. A Cxense tag, deployed across your network, will start to collect pageview event data so that the marketer can start to get information about the individual user across all channels.
Marketers should also onboard offline records, such as data from a CRM system, bring it into the DMP and match it to the online user identities.
Get to know the individual – really know them
A DMP should be at the heart of every personalization strategy. It gives you the unique ability to capture audience-driven events, whether they’re pageviews or ad impressions or click events, to consolidate them into one centralised view of the individual and then to activate the datas across all of your platforms.
Petteri Vainikka, VP Business Development, Cxense
Companies looking for DMPs always ask for better information about their audiences. They’re asking for more targeted and relevant advertising that’s less intrusive and that offers a wider range of insights at post-campaign level.
Deliver what people want
Turn unknown prospects into into loyal customers. Give users a personalized experience with relevant recommendations to drive higher digital revenue.
The right content, the right time, the right user
In the DMP you can define behavioural attributes such as visitation frequencies, consumption patterns, keyword search, and device parameters so you know what segment that user belongs to, right here, right now.
It’s the fine art and craft of using a data management platform to come up with the right segments to deliver the right content at the right time.
Personalization is a strategy. How do we get users to engage cross-device, and how do we get them to convert and become loyal? Better recommendations and tailored experiences that match their preferences.
Automation and optimization is crucial so that the offer is the right type, at the right place in the sales funnel, and delivered at the right time.
Enrich your audience segments by incorporating multiple data sets
Ensure first-party data is right for the best possible segmentation and personalization experience, then you can enrich your first-party data by buying second- and third-party data. Data exchanges between companies can improve the value of segments.
“Average time spent on the site went from 282 seconds in September 2014 before we introduced personalization to 632 seconds in September 2015 after the new system was implemented.”
Christian Panson, VP Digital, Winnipeg Free Press