Marketing: the benefits of using a DMP

The advent of new technologies and numerous communication channels has radically altered the very essence of marketing. It is no longer a question of promoting mass sales of products, but rather of focusing on personalized targeting. Against this backdrop, new issues have also arisen concerning the collection, processing and centralization of data. A DMP or Data Management Platform can provide solutions for managing and utilizing these data flows. How do these platforms work, and what are their advantages for your marketing campaigns?

What is a DMP?

DMP stands for Data Management Platform. These are solutions that enable centralized management of all a company's marketing data, from different prospecting channels and information gathering methods: website, social networks, call centers...

A DMP does not replace a CRM (Customer Relationship Management), but rather feeds it and improves its performance.

A Data Management Platform enables information to be grouped together to provide a detailed analysis of prospects' behavior and expectations. The combined use of cookie data and off-line data, i.e. data collected outside digital media, enables audiences to be segmented and marketing campaigns to be targeted.

To achieve this, a DMP is equipped with various functions, includingaggregation, which refers to the import of data from different sources. This is followed by normalization, which is the phase of creating connections between this information. Keyword classification and data analysis then enable the creation of customer segments. The results can then be transmitted to advertising interfaces. A DMP also enables performance to be measured by tracking marketing campaigns.

Why use a Data Management Platform?

A Data Management Platform makes it possible to track prospect behavior andanticipate audience expectations. It's a tool for customer acquisition and loyalty.

The various factors analyzed by the DMP solution make it possible to define the angle of approach of the marketing strategy, identify the actions to be taken and the areas for campaign improvement. Targeting in line with the parameters of established audience segments ensures optimized spending and improved conversion rates at the same time. All these actions also have a positive impact on the customer experience.

Please note: it's imperative that the Data Management Platform the company uses complies with the requirements of the RGPD, the General Data Protection Regulation. Internet users must have consented to the use of their personal data. The security of information must be guaranteed by a specific procedure including, in particular, the setting up of an activity register.

Data Management Platforms are generally used to process large volumes of data automatically. However, some solutions are also suitable for small and medium-sized businesses.

Five examples of DMP

Before choosing one DMP over another, it is possible to carry out a comparison based on tests ordered from publishers to evaluate the functionalities on offer. A free trial or demonstration can also be arranged.

It's best to opt for a Data Management Platform tailored to your company's sector of activity. Pricing is also an essential component of the choice. Some DMPs designed for large accounts are very expensive.

1. Adobe Experience Cloud

Formerly Adobe Marketing Cloud, Adobe Experience Cloud is a gallery of marketing and data analytics products from Adobe Inc. The platform's applications and services are designed to deliver a unique customer experience.

2. Lotame

Lotame supports agencies and marketers. Lotame 's DMP platform enables audience data to be collected and processed, making the most of Big Data. The solution is deployed in Saas mode.

3. Audience Studio

Formerly known as Salesforce DMP, Audience Studio relies on in-depth data research to enrich customer relationships at every point of contact. The aim is to implement increasingly personalized marketing practices. Salesforce is also known for its CRM software.

4. Oracle Marketing

The Oracle Marketing solution is available for both B2B and B2C marketing. The DMP is designed to facilitate the launch of multi-channel campaigns and display all prospect and customer information in a single view.

5. Nielsen DMP

Deployed in Saas mode, the Nielsen DMP solution is also available remotely on tablet or smartphone. The Data Management Platform enables path analysis and offers a wide choice of audience segments, advertising and personalized content.