Data Management Platforms or also known as DMPs have two main functions:
- The “data in” function
- The “data out” function
The “Data In” Function
Each computer and browser you use (Chrome, Internet Explorer) comes with a unique cookie that tracks your online behavior. Data on your mobile phone is also monitored and tracked by cookies. Cookies are one type of DMP (Data Management Platform) that pulls in data. DMPs gather data about your location, the apps that you are using, and much more. They also gather data through over-the-top (OTT) content platforms like Roku and your IRI ID. The “data in” from different sources form a clearer picture of who you are as a unique consumer. DMPs use all of that information to create a single universal identifier (unique ID) assigned to you. Marketers are able to analyze unique IDs and begin to understand more about their customers.
The “Data Out” Function
Suppose you are looking at a unique customer ID: ID250. You obtained information from different sources and mapped it to an ID. What should you do with all that data? DMPs help solve the issue of advertising platforms having IDs that are assigned to customers and those IDs are not the same as IDs formed from “data in”. ID250 might actually be ID350 in google. You dont want to have the same advertisement shown to your customer 10 times in one week. The goal is to connect the two IDs. In other words, “data in” connects with “data out” and ID250 and ID350 can be identified as the same customer. This idea is called “user matching”.
More on DMPs
The examples above highlight how digital ad networks demonstrate how DMPs use customer data. DMPs can be used for a lot more. Marketers who are able to see a full picture of their customers, their relationship, their behaviors, and more, you will be able to create content ideas and map that content to every stage of the customer lifecycle.
We are currently in the Fourth Industrial Revolution where people are more connected than ever before. Every customer is connected with devices and real-time interactions. The Fourth Industrial Revolution is creating a divide between companies and their customers. Many businesses lack the ability to deliver personalized and connected experiences that their customers want. Salesforce DMP is the answer to that problem.
- Uses data from different touchpoints to get more accurate views of key consumers and noting their behaviors, interests, and locations
- Connects with key consumers through relevant digital advertising, wherever they go
A Salesforce DMP can connect with all kinds of touchpoints. Salesforce businesses are obsessed with consumers and their experiences. Being obsessed allows businesses to collect and analyze data to get to know their consumers better. When it comes to marketing, customers are data-obsessed.
Salesforce DMP obtains data from the following:
- Mobile Sites
- Digital Media
- E-commerce and point of sale (POS)
- Emerging marketing channels
- Beacon and location devices
Businesses that use DMPs usually see their marketing return on investment grow because of all the data that they have access to. Businesses that use Salesforce DMP can see even more results because more data and resources are being used.
Salesforce DMP drives value by:
During: Businesses use Salesforce DMP to: Thanks to this feature:
Unify and Identify 1. Gather consumer data.
2. Connect devices to a person for consistent messaging.
3. Connect CRM known data to DMP to activate on the open web.
4. Connect unknown DMP data to messaging and commerce campaigns to drive lift.
1. Cross-Device Identity Management
2. Native Onboarding
Manage Consent 1. Configure privacy framework settings.
2. Ingest consumer consent choices
3. Fulfill consumer requests to comply with GDPR and other privacy laws.
4. Apply consent to data uses, segments, and activation partners.
Consumer Rights Management
Segment and Enrich 1. Organize your consumer data into audience segments.
2. Enrich segments and grow scale with trusted partner data.
3. Create criteria for targeting audience segments.
4. Track audience segment growth.
1. Segment Builder
2. Data Studio
Activate and Personalize 1. Deliver audience segment data to relevant touch points and media sites.
2. Activate data programmatically anywhere across the open web with over 200 available integrations.
3. Use data to optimize messaging for various channels, platforms, and sites.
4. Make consumer journeys more relevant to specific consumer habits.
1. Segment Activation
2. Global Delivery Management
Gain Insights 1. Analyze relationships among billions of pieces of data coming from all kinds of touch points.
2. Find out what leads key consumers to buy, following full journeys instead of only looking at what they last clicked on.
3. Use these analyses to inform future ad planning and investment decisions.
1. Einstein Segmentation
2. Journey Insights