Business world thrives on data. Everything a user does on a website or mobile application generates data. It’s up to a marketer how he/she can leverage this data to create a strategy and boost conversion. It’d be a big mistake to let go of data without carefully evaluating it. Here, evaluation means extracting all the necessary information out of it and putting it to best use. However, to reach there, you first need a tool to manage and store data. This is when a data management platform comes in picture.
What Is DMP?
DMP (or Data Management Platform) is a software used to store, manage, and organize data, mainly for advertisers, marketers, and publishers. Technically, DMP uses first-party (emails, names, telephone numbers), second-party (other websites, companies, advertisers), and third-party data (cookie IDs and mobile identifiers) to target the audience accurately.
It’s too much for publishers, marketers, and advertisers to manually organize and analyze data. Hence, we have efficient, one of a kind tools like DMP Manager to do it for us.
A DMP Manager is like a repository of all the data a user owns or adds. A DMP user can store both structured and unstructured data from different sources and integrate them. A rising number of publishers have started utilizing data management platforms to understand their readers’ information and get value from them.
DMP Manager can manage and store the information securely. Though it’s up to the user to formulate workings and strategies out of it.
Why DMP Manager?
The reasons to use DMP Manager depends on your business requirements. For instance, one user may use it to track his/her marketing campaigns’ progress. While another user may want a tool to manage previous consumer data to create new strategies. Here’s how DMP makes data management easy:
Organized Data
Let’s understand this with a daily life example. You returned home from work and put your keys somewhere. The next day while leaving your house, you’re unable to find the keys. You’ve forgotten where you put them. In such a case, don’t you wish you had an app or something to help you locate your lost keys. The same thing happens while managing huge data. You save the data in a ‘safe place’. But when you need it, it’s nowhere to be found. Therefore, you need a tool to manage and organize it. DMP stores all your data at one place to access it whenever you need.
Monitored Budget Spend
With DMP Manager you can log your campaign budget. Later on, these logs help you with expenditure monitoring and comparing. Using these numbers, you can then speculate the money you should spend on upcoming projects.
Campaign Management
In marketing and advertising, more than one campaigns run at the same time. Now each campaign has a starting date, an end date, some revenue generated, and the data collected. DMP Manager can store all the data and ensures the security of the highest level for your data. Also, the reports from the DMP Manager provide you with changes that are to be done for improving your campaign performance.
Audience Creation
Audience targeting is a routine activity in marketing. By using DMP Manager, you can use various filters to see the data differently. Data management platform can give you a newer perspective which can help you create marketing strategies later.
Data Security
Once you’ve stored all the important information related to your business, clients, and consumers in one platform, you need security. DMP Manager is designed with security in mind. Also, the combined data management platform with the demand-side platform provides better outcomes. As using one tool over three can make the situation more manageable.
How can DMP Manager help?
DMP Manager is primarily designed keeping these three main users in mind: publishers, marketers, and agencies.
For Publishers:
Publishers include anyone owning a media property such as application or website they want to monetize. Every publisher needs a DMP to organize the two main aspects of his business – audience, and advertisers.
The audience and their behaviour needs to be logged. And the advertisers and their activities need to be monitored. This generates huge data to be managed and stored; and DMP Manager does just that.
For Marketers and Agencies:
Marketers use DMP Manager to identify and classify the audience based on their campaign performance. Furthermore, they use it to gather a deeper understanding of existing data and to create an insight of existing users.
Later, every piece of information collected is used to update the campaign strategy.
We’ have mentioned that a DMP is mainly used by the advertisers, marketers, and publishers. However, there is always a need for data management in every level of the organization. Professionals from around the globe can benefit by using a DMP Manager.
Conclusion
A data management platform has become a need for everyone involved in advertising and marketing. However, if you find that none of the DMP available in the market is satisfying your needs, you can always customize your DMP Manager adding the features you really need and updating it along the way. Best platform for that guarantees better results for enhancing your operation in every aspect of your business.
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