A Data Management Platform (DMP) is a group of tools designed to help organizations collect and manage data from a wide range of sources and create reports that help explain what is happening. passes through these data streams. Deploying a DMP can be a great way for companies to navigate a data-driven business world.
The name “data management platform” can be confusing because it comes across as a generalized product that works with all forms of data for all types of data scientists. Lately, however, the term has been embraced by marketing teams, and many of the data management platforms offered by vendors today are tailored to their needs. In these cases, the data feeds largely come from various advertising channels, and the reports they generate are designed to help marketers spend wisely.
This market shift is emerging because modern, data-driven marketing teams must navigate a web of connected data sources and formats, including ad marketplaces that generate audience engagement and rate statistics. clicks, sales software systems that report customer purchases and websites. — and even store floors — that track engagement. All of this data comes in by the terabyte, and a data management platform can help marketers understand it all.
Marketing-focused or not, DMPs excel at negotiating with a wide range of databases, data lakes, or data warehouses, ingesting their data streams, then cleaning, sorting, and unifying the information that ‘they contain. Some are general tools that can be used for any job where data may be collected, including science labs, manufacturing plants or government offices, and sales divisions. Others focus more on serving marketing teams, offering many common integrations with out-of-the-box advertising platforms.
Some DMPs specialize in producing reports with elaborate infographics. Others simply aim to manage the collection and integration of data, leaving the work of analysis and presentation to other tools specialized in data science and statistics.
Some major ad platforms offer DMPs that host elaborate tools to extract the best performance from their channels.
Lately, a cousin of DMP has evolved called the Customer Data Platform (CDP). These tools are designed to track individual customers, often using third-party data sources to identify people who view advertisements or visit websites. These may use personally identifiable information and create profiles to track potential customers through the sales funnel.
Some vendors and industry observers distinguish between CDPs and DMPs by suggesting that CDPs focus on tracking individuals, while DMPs provide more general and anonymous responses on market segments or large blocks of customers. potentials. Others believe that this distinction is disappearing and that platforms should be able to answer both types of questions.
Here are some of the best data management platforms available today, listed in alphabetical order. Many aim to provide the best returns for marketing teams, but some are more general tools that can handle any data science task.
Adobe Audience Manager
Any business that relies on Adobe and its various advertising platforms, such as Experience Cloud, can also use its audience management software to get real-time insights into the performance of various advertisements or promotions. Deep integration starts with first-party sources, including storefronts, CMS-based web channels, or email campaigns, and moves to secondary and third-party sources from Adobe and others.
BidTheatre
Advertisers and their agencies can use what BidTheatre calls a “demand-side platform,” a fun name for a system that lets organizations create and then distribute native banners, videos, and ads through their own CDN. Reports generated by BidTheatre compare channels to provide data-driven insight into performance. It’s an integrated solution that both powers ad creation and monitors ad performance.
Google Audience Center
Anyone targeting Google, YouTube, or their ad networks can use Google Audience Center to track the performance of different ads across all channels. Reporting features allow users to drill into individual numbers for better understanding using the Analytics 360 platform. They have also integrated the tool with Studio, their portal for creating new ad campaigns.
lotame
The purpose of the Lotame data management platform is to track marketing performance in the face of growing concerns about privacy and the use of cookies. Lotame’s platform absorbs first-party data and merges it with other second- and third-party background information. Its Panorama identity management system tags and tracks location and activity worldwide. Lotame also runs a marketplace that connects buyers and sellers of digital audiences so businesses can build relationships that lead to sales.
Microsoft Customer Insights and Marketing
Dynamics 365 is an extensive collection of Business Intelligence products from Microsoft, and two parts, Customer Insights and Marketing, can provide much of the marketing intelligence found in a CDP and DMP. It will connect to a wide selection of first, second and third-party data sources, including major advertising platforms, to track potential customers and can merge this information to deliver a seamless, end-to-end, often personalized experience. for individual buyers. Microsoft is also leveraging its deep AI experience to improve targeting and classification in these tools.
OnAudience
Advertisers use OnAudience to understand their audience based on data collected from multiple sources. The GDPR and CCPA compliant tool creates personalized segments based on shared demographics, interests and demonstrated intent or purchase plans. This precise process creates marketing opportunities directly to those with similar needs. OnAudience also maintains a ready-to-use set of audience segments, such as “design enthusiasts” or “summer sports enthusiasts”, to help you get started.
Oracle Advertising and Customer Experience
Oracle’s entry has steadily grown over the years as the company merges technologies from BlueKai, Moat, AddThis and other Oracle products. What started as a relatively simple data management tool has grown into a portal to track digital advertising performance across all channels. Oracle therefore renamed it Oracle Advertising and Customer Experience. It integrates data across a wide range of sources to help optimize the value of ad spend.
pega
Pega is building a low-code platform for designing and executing digital marketing campaigns. Its cloud-hosted tool manages customer communications to deliver the right messages when they can be absorbed. The platform allows your team to customize a sales workflow and analyze which steps provide the best return. Background tasks such as order management can be delegated to robotic process automation tools to make life easier for customers and the fulfillment team.
Permutative
Permitive’s DMP is designed to be ready for the evolution of ad tracking as privacy rules tighten. Its platform supports both publishers and advertisers so everyone can understand what creative work yields the best results. Publishers find a secure way to deliver first-party insights to advertisers, while advertisers get the insights they need to track performance across all open web publishing platforms.
Roku One View
The brand name might be more familiar as a maker of video streaming devices, but Roku also places ads. The company brought Dataxu under the brand umbrella and called it OneView. Now advertisers can use the data management platform to track the performance of their campaigns. The system uses access to identity information from streaming services to track users across multiple devices in a coordinated reporting mechanism.
SAS data management
SAS’s data management tool is designed to be tightly integrated with many data sources, whether data lakes, data channels such as Hadoop, data fabrics or simple databases . Its built-in process designer is a visual tool for creating data flows that integrate data to produce concise reports. Along the way, metadata is collected, organized, and curated to aid debugging and ensure data integrity.
Simplified.fi
Agencies and ad buyers for large clients turn to Simpli.fi for a workflow management tool that unifies buying and tracking across media. The platform is integrated across digital sites such as search and social media and older marketplaces such as print, cable TV, radio and broadcast. The goal is to simplify the launch and coordination of large campaigns for large advertisers across multiple media channels. The platform also juggles billing and payment to coordinate between accounting software and ad buying.
Snowflake
This general platform wants to be a data warehouse and data lake for all general data flow. The company provides its services to a wide range of businesses, from the financial sector to manufacturing to retail. Of course, marketing works too. Snowflake also runs a large data marketplace where third parties sell the data that can populate your reports.
CTO survey
A common way to test market sentiment is to gather information directly from customers. Survey CTO is a platform that organizes and automates many of the details for distributing questionnaires and collecting their responses. These can be online or offline through devices such as tablets or smartphones. Once the data is collected, the system can produce reports and infographics or share the data with other tools such as Zapier, Stata or SPSS.
TruAudience
TransUnion, the credit rating company, also runs TruAudience (formerly Signal) to help marketing teams unlock their “identity resolution capabilities.” The product merges this data with information it collects from third parties such as audio or video streaming providers. The goal is to create different “audiences” defined by particular characteristics or habits, and then target them across multiple platforms.
