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I created this presentation with the intent to inform and clarify what a data management platform is and show how it an be used to enhance marketing initiatives.

Publicada em: Negócios, Tecnologia
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  1. 1. The Data Management Platform (DMP)Presenter: David TamJune 2011<br />
  2. 2. The DMP Buzz<br />
  3. 3. Major media agencies are now developing data management and audience buying platforms.<br />WPP just announced Xaxis:<br /> A central data warehouse for WPP customers designed to target and acquire audience-based display, video, mobile, and social media inventory .<br />3<br />
  4. 4. The trend indicates that agencies are starting to be full-service audience buying firms with:<br />Operational scale<br />Centralized systematic processes<br />Analytics services <br />This supports the evolution of the trading desk to becoming a more complete solution. <br />4<br />
  5. 5. What is DMP?<br />
  6. 6. A Data Management Platform (DMP) is software that centralizes the management of online audience data.<br />It allows you to: <br /><ul><li>Create target audiences using 1st party and 3rd party data.
  7. 7. Target these audiences across ad networks and exchanges.
  8. 8. Measure campaign performance across segments/channels to refine media buying.</li></ul>With these capabilities, you can:<br /><ul><li>Translate data into audiences profiles.
  9. 9. Integrate with 3rd party ad servers (e.g., DFA).
  10. 10. Leverage data across all agency campaigns.
  11. 11. Automate data collection and media buying in a real time.</li></ul>6<br />
  12. 12. What does a DMP do?<br />
  13. 13. Data Collection<br />Collect 1st party audience data in a DMP by placing a single tag on your site.<br />Import 3rd party data and compare data points against your own 1st party data in one user interface .<br />8<br />
  14. 14. Data Classification<br />Organize your first party collected data into taxonomies.<br />Classify purchase data from top to bottom funnel taxonomies to build distinct audience profiles.<br />9<br />
  15. 15. Data Analysis<br />After classifying your data into taxonomies, you can analyze it to understand customer intent.<br />10<br />
  16. 16. Analyze and Transfer Data<br />Analyze millions of data points to discover insights and transfer directly to media partners to make targeted media buys.<br />11<br />
  17. 17. How can a DMP help <br />Media buying?<br />
  18. 18. A DMP aggregates all campaign analytics (media sources, creative, placements & audiences) into one hub. <br /><ul><li>Having all of this data in one platform simplifies audience segmentation and cross-channel media planning.</li></ul>House all client audience data in one place for de-duplication, scalability, and insights.<br /><ul><li>Allow partners to log in and utilize data.
  19. 19. Grant pre-defined sharing and security parameters.</li></ul>13<br /><ul><li>Empower teams to buy audiences with minimal waste and scalable insights.
  20. 20. Allow you to see what kind of audience data you are buying and how it performs.</li></li></ul><li>14<br />
  21. 21. Important Privacy Considerations<br />The privacy debates rage on as agencies adopt and utilize DMPs on behalf of marketers. Privacy compliance must be priority. <br />Data Management Platorms can:<br /><ul><li>Collect personally unidentifiable data
  22. 22. Scrub all data
  23. 23. Monitor and ensure Data is used appropriately</li></ul>15<br />
  24. 24. How do you use <br />a DMP?<br />
  25. 25. Step 1<br /><ul><li>Implement a pipeline between your data sources and your DMP. For web-based data, implement a data collection tag across areas of your landing page to collect behavioral data.</li></ul>17<br />
  26. 26. Step 2<br /><ul><li>Bucket your data of user activity into the following categories:</li></ul>18<br />
  27. 27. Step 3<br /><ul><li>Organize your data into taxonomies that makes sense for your advertising initiatives. Examples of taxonomies can be product category, product, or price point.</li></ul>.<br />19<br />
  28. 28. Step 4<br /><ul><li>Classify collected data and map it to your each of your taxonomy buckets.</li></ul>20<br />
  29. 29. DMP <br />Providers<br />
  30. 30. Summary<br />
  31. 31. Is having a proprietary DMP better?<br />While "proprietary" is a competitive positioning for an agency, it is not alwaysthe best solution. <br /><ul><li>Agencies have every motivation to build and buy technology that help to serve the best interests of their clients.
  32. 32. Technology requires a significant ongoing investment in staying relevant and ahead of the curve. </li></ul>23<br />
  33. 33. DMP Recap<br /><ul><li>DMPs collect, organize, and manage data assets.
  34. 34. Classify your data with the DMP to create custom audience profiles and segments.
  35. 35. DMPs help advertisers understand their consumers and make smarter media buys.</li></ul>24<br /><ul><li>Leverage your analyzed and segmented data with networks and DSPs to buy efficient media.</li></li></ul><li>Thank you!<br />June 29th, 2011<br />