data management platform use cases

Data management platform use cases

Every marketer is expecting a successful marketing campaign in every run and is it really not that simple to achieve. There are a lot of factors that come into play in determining the successful run of the campaign, a major part of it is finding the right audience. There are tools available for marketers to find the right group to target. An imperative tool that cannot be avoided in running a successful campaign is the Data Management Platform (DMP). The following article will discuss some of the major marketing scenarios that are realized by DMP.

Frequency Capping

This feature limits the maximum number of impressions should be allowed for a particular campaign. The point behind this approach is not to show the users the same campaign that they have witnessed multiple times. The best part about this from the marketing perspective is, save marketing dollars and not pays extra for potentially wasted impressions as users tend to convert in the first two interactions.

Audience awareness

This allows marketers to reach to new audience group that they haven’t reached yet. A whole new group of audience group that haven’t undergone a particular campaigning experience can be easily found under this method. New audience to the site can be discovered and targeted with this approach. This is the part where DMP and its connection with third party market place prove to be vital in the process. Marketers can use to evaluate a new audience with this and overlap them with their first-party data. It is known as lookalike modelling; marketers allow a baseline in the first party attribute and can run it against third party audience to find an audience who exhibit similar behaviour pattern. When these types of audience are identified then marketers can focus on them which in turn will increase their overall click-through ratio (CTR) and conversion rate.

Personalized content

Designing and delivering contents that can cause an impact on every individual, to put it in a simple manner, tailor-made content for the customer by deducing their browsing pattern.DMP helps in accomplishing this part of delivering creatives. DMP plays a crucial role in combining the first party data along with the data obtained from CRM, this can give precise details about past purchases and demographic details. This can be used in providing customers with discount offers to purchase something again.

Also, personalized content can be delivered with the aid of past product purchased searched or purchased, kind of like retargeting. With better insights about past purchases, it will be more effective in delivering personalized contents. A better understanding of the behavioural pattern of the audience can go a long way in delivering personalized content.

Multiple device targeting

Browsing the web on multiple devices is rapidly increasing in the technological era and how is it possible to tie them together? DMP manager is capable of connecting multiple devices and get the user under a single authenticated profile, this makes delivering creatives easier. An individual authentication ID will be allocated for the user and all the data pertaining to that user will be compiled under the single ID, irrespective of the device and browser used.

The best way to leverage these features is when users visit a product on the desktop and get an ad when using a mobile application. In this case, the DMP is designed to collect first-party data from both desktop and mobile, this plays a crucial role in targeting activities.

Media exclusion

This feature allows marketers to exclude certain creatives to be displayed to a particular set of audience. In most of the cases, marketers want to exclude customers or users who have already purchased the product from the site. This is possible by DMP by collecting the first party audience data that can help in analysing audience behaviour.

Retargeting customer

An effective method of reaching the right audience group where following visitors is part of the process, following visitors who have visited the site but didn’t get converted.  Usually, a website will use a cookie on the user browser to bring them back to the original website with the aid of retargeting ads. There are some come use cases while using the retargeting method that can be executed by DMP.

The primary users who are retargeted are the ones who have added items to the cart and haven’t purchased it. The first party data surrounding cart details can be used for retargeting by passing the information through DMP. Also, the user who has opened an email and didn’t get converted are also targeted with the DMP data, an imperative part in getting more conversions.

There are many aspects of DMP that can be leveraged in the digital platform, retargeting users and personalizing creatives for a greater impact. Successful execution of DMP use cases provides organisations with an endless opportunity for growth.

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