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The DMP 101 - Data Management Platforms Explained

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Learn more about what a DMP is, how it works, and why it is crucial in today's ad-tech space. Examples on how a DMP could benefit a brand or a publisher are included at the end.

Publié dans : Business

The DMP 101 - Data Management Platforms Explained

  1. 1. Data Management Platform DMP101 The WHAT, the HOW & the WHY on DMP’s EXAMPLE TEST CASES BONUS
  2. 2. 2 DATA 101 DMP 101 First things first, lets talk about data first!
  3. 3. TYPES OF DATA 3 2nd PARTY DATA Data owned by a partner but shared with your organization. 1ST PARTY DATA Data collected and owned by your organization. PII: Personal Identifiable Information such as name, address, email etc. 3rd PARTY DATA Data generated and owned by other parties/vendors. Anonymous: No personal information linked by cookie or device ID. DMP 101
  4. 4. DATA EXAMPLES 4 1st 2nd 3rd Web Offline CRM Sales Other Demo Other Ent. In-Market Travel 1st A 1st B DATA GENERATED & OWNED BY ORGANIZATION DATA SETS TRADED BETWEEN PARTNERS DATA GENERATED & OWNED BY OTHER PARTIES/VENDORS DMP 101
  5. 5. COOKIES ID VS. DEVICE ID 5 Each browser on desktop and laptop computers generates a unique cookie ID. JANE DOE’S COOKIE IDS JANE DOE’S DEVICE IDS Each tablet and mobile phone generate a unique device ID. DMP 101
  6. 6. 6 Cookie ID 21349 Device ID 112 Jane Doe Cookie ID 00148 DMPs store all data at the cookie or device ID level. There is no Personal Identifiable Information (PII), but there are hundreds of millions of IDs. DMP 101
  7. 7. 7 DMP 101 DMP 101 Now we are ready for the DMP
  8. 8. WHAT’S A DATA MANAGEMENT PLATFORM? 8 A DMP is a data warehouse, or software, that ingests, sorts and stores massive loads of data, taken from a wide range of first-party, second-party and third-party sources that can be analyzed and exported. Audience data points are stored by cookie or device ID in order to generate audience segments for online targeting. DMP 101
  9. 9. WHAT’S A DATA MANAGEMENT PLATFORM? 9 A DMP is a data warehouse, or software, that ingests, sorts and stores massive loads of data, taken from a wide range of first-party, second-party and third-party sources that can be analyzed and exported. Audience data points are stored by cookie or device ID in order to generate audience segments for online targeting. DMP 101
  10. 10. HOW DOES A DMP WORK? 10 Site Analytics Email Database Offline (CRM) Partner / Vendor CMS / Site Optimization / Personalization Email Campaign Display Video Mobile Addressable TV Data intake Data Normalization Segmentation Tag management Analytics / Audience InsightsData Providers 1st Party Data 3rd Party Data DMP 2st Party Data DMP 101
  11. 11. LET’S SUMMARIZE, A DMP… 11 ANALYTICS Provides audience insights powered by 1st and 3rd party data INTEGRATES DATA Anonymously integrates data streams from multiple data sources (1st + 3rd Party Data) UNIFIES AUDIENCES Consolidates and unifies audiences for cross channel and contextual targeting xs ACTIVATION Create audiences and activate against specific segments, cross channel/ cross device and on site. DMP 101
  12. 12. 12 Insights 1 Activation 2 DMP 101
  13. 13. 13 By integrating all of these data sets, richer audience profiles can be created. Which allows for greater insights that can be leveraged to enhance the web experience, fuel strategic direction and build audience segments for targeting Insights 1 DMP 101
  14. 14. 14 By integrating all of these data sets, richer audience profiles can be created. Which allows for greater insights that can be leveraged to enhance the web experience, fuel strategic direction and build audience segments for targeting Insights 1 DMP 101
  15. 15. 15 Insights 1 DMP 101
  16. 16. 16 Insights 1 Hi I’m Adam! DMP 101
  17. 17. 17 Affinities Watches (Rolex), High-end clothing, Golf, Rugby, Investing, & Rock & Pop Ownership Mercedes E-Class, iPad, Sony TV Perrier, Snickers, musical instruments (Guitar) Custom Avg. Ticket Value Next pred. Purchase Suppression Type Communication Style eMail Persona Last Store Visit Entertainment The Voice, True Life, The Blacklist, FOX News, Comedy Site Behavior Visited X & Y Page Added X Products to Cart Device Engagement Travel Business 2-5 nights Europe, Canada Shopping In-Market for: Garden Furniture, Live Theater, Jewelry, Cookies & Doritos. Demographics Male 38 HHI >$100,000 Legal, Management No children DMP 101
  18. 18. 18DMP 101
  19. 19. 19 Insights 1 Activation 2 DMP 101
  20. 20. 20 Activation 2 INCREASE EFFICIENCIES by reducing waste and streamlining production REACH NEW AUDIENCES leverage cross channel audiences and look-alikes INCREASE EFFECTIVENESS through higher conversion, action and response rates DMP 101
  21. 21. 21 Activation 2 some test cases Let’s show DMP 101
  22. 22. MEDIA SUPPRESSION 22 STOP PURPOSE Exclude recent purchasers or audiences with a low probability to convert KEY BENEFIT Reduce media waste and excessive wear out on all of your media buys DMP 101
  23. 23. PERSONALIZATION - SITE SIDE 23 Male + Family Loyal Customer Shops for X product Loves traditional Design PURPOSE Leverage 1st and 3rd party date to provide a more relevant experience. KEY BENEFIT Increase site conversions and brand affinity due to personalized content Male (Single) New to brand Shops for Y product Loves modern Design DMP 101
  24. 24. PERSONALIZATION - MEDIA 24 Male + Family Loyal Customer Shops for X product Loves traditional Design Male (Single) New to brand Shops for Y product Loves modern Design PURPOSE Leverage 1st and 3rd party date to provide a more relevant experience. KEY BENEFIT Increase media engagement and brand affinity due to personalized content DMP 101
  25. 25. LOOK-ALIKE MODELING 25 PURPOSE Leverage first party data to reach new audiences that look similar to recent purchasers KEY BENEFIT Increase reach and target new audiences 1st Party Data DMP 101
  26. 26. SALES EVENT BUYERS 26 PURPOSE Leverage 1st party data to identify Sales Event Buyers and target audiences that look similar. KEY BENEFIT Provide more contextual relevant massaging, content and creative across digital channels. 1st Party Data DMP 101
  27. 27. DIGITAL PERSONA DISCOVERY 27 PURPOSE Leverage 1st and 3rd party data to refine digital personas to increase media effectives and site engagement / experience KEY BENEFIT Increase engagement with the brand on the right device DMP 101
  28. 28. RESOURCES 28DMP 101 Forrester Wave™: Data Management Platforms, Q4 2015 (CLICK HERE TO DOWNLOAD) Data Management Platforms: The 4-1-1 on DMPs (CLICK HERE TO VIEW) The Data Management Platform Unleashed (Accenture POV) (CLICK HERE TO DOWNLOAD)
  29. 29. 29 THANK YOU DMP 101 @eddywiEddy Widerker
  30. 30. 30 APPENDIX DMP 101
  31. 31. WHAT ARE COOKIES? 31 COOKIES Cookies are small text files that collect certain pieces of information about online users. Each time a user visits a new website, cookies are created by the Internet browser and saved onto the user’s computer. When that user returns to the website, the cookies will help it to remember certain things, such as what content the user viewed and which pages they accessed. FIRST-PARTY COOKIES First-party cookies are created by the websites we visit directly. THIRD-PARTY COOKIES Third-party cookies, also referred to as tracking cookies, are collected not by the website, but by advertisers. DMP 101
  32. 32. FROM COOKIES TO USER IDS USER IDs Cookies can perform a vast number of functions, however, they are restricted in size. In order to address this issue, some cookies now only contain a unique ID. By storing a cookie with a unique ID on the user’s computer, advertisers and other companies can then store the rest of the information about the user on their own systems. COOKIE SYNCING Cookies are domain specific, which means those created by one third-party tracker (e.g. lotame.com) cannot be read by another third-party tracker (e.g. appnexus.com). For advertisers, this restricts the potential amount of information they can collect about a user. Therefore, in order to accurately target an audience, advertisers need to incorporate user data from various domains and sources. Advertisers are able to achieve this by mapping user IDs from one system to another. Example of how different advertising platforms map and sync cookies. DMP 101
  33. 33. COLLECTING USER INFORMATION & MATCHING 33 IT ALL STARTS WITH THE BROWSER 1. A user visits a website that contains an ad. 2. The browser sends an ad request to an ad exchange. 3. The ad exchange sends back the request and creates a (third-party) cookie. 4. The ad exchange redirects (http redirect) the ad request to the pixel URL on the DMP’s side, passing the user ID in the URL parameter. The DMP reads its own cookie, or creates a new cookie, and then saves the user ID passed from the ad exchange along with its own user ID in the so-called cookie- matching table. 5. If the sync is bidirectional, the DMP makes the redirect back to the ad exchange, passing its own ID in the URL parameter. The ad exchange receives this request, reads its own cookie, and stores the DMP ID along with its own ID in the cookie-matching table. 6. Now, both the ad exchange and DMP have each other’s’ user IDs in each other’s databases. DMP 101

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