Scott Thom­son, Senior Man­ager Indus­try Strat­egy APAC, Adobe Systems 

DMPs

Data man­age­ment plat­forms, or DMPs, promise to be an enabling audi­ence engine for dig­i­tal ad tech­nol­ogy and con­tent per­son­al­iza­tion. But given all the hype around them, what can and can’t they do? What should you look for in a DMP?

Firstly, DMPs need to sup­port easy inges­tion and nor­mal­iza­tion of data from mul­ti­ple sources in a secure and pri­vacy com­pli­ant man­ner. Not only the myr­iad of inter­nal (1st Party) data sources such as your data ware­house, CRM & onsite ana­lyt­ics but also a vast array of ad tech part­ners such as pre­mium pub­lish­ers (often referred to as 2nd Party) and other part­ner enter­prises and data sup­pli­ers (3rd Party).

Sec­ondly, DMPs need to be able to man­age insights derived from audi­ence activ­ity and tar­get­ing to audi­ences. Based on a pre­de­fined set of audi­ences, DMPs need to be able to intuit look-a-like audi­ences and also allow the pre­de­fined audi­ences mod­els to evolve as new data is on-boarded, espe­cially in near real time.

Thirdly, and most crit­i­cally, DMPs need to sup­port inte­gra­tions to mul­ti­ple chan­nels and many part­ners within those chan­nels and they need to main­tain the high­est pos­si­ble audi­ence match rates with those partners.

DMPs aren’t just a cloud based data mart. They main­tain ongo­ing, best prac­tice inte­gra­tions with tens or hun­dreds of other part­ners and in doing so they man­age all the legal rela­tion­ships & oper­a­tional costs those inte­gra­tion incur to maintain.

DMPs also main­tain the great­est audi­ence match rates to those part­ners. If your part­ner DMP has a low match rate, say 30%, it means only 30% of the audi­ence you worked to long and hard to cre­ate is going to be matched.

When done right, a data man­age­ment plat­form can be the key stone of your dig­i­tal mar­ket­ing pro­gram – finally allow­ing mar­keters to lead with a customer-centric, rather than channel-centric, approach to marketing.

Join me at the Adobe Dig­i­tal Mar­ket­ing Sym­po­sium 2014 in Syd­ney and Sin­ga­pore where I’ll cover more on what DMPs can and can’t do, how they fit into the dig­i­tal adver­tis­ing and per­son­al­iza­tion ecosys­tems and what are the best prac­tices for deploy­ing and man­ag­ing a DMP.

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