September 7, 2018

Navigating martech: DMP (data management platform)

minute read

A DMP is a Data Management Platform.

DMPs provide a centralized data platform that aggregates cookie browsing behavior to create large, de-identified audiences for targeting across digital channels.

This article is Part 5 of Navigating Martech: The Complete Guide, and the reality is, there are thousands of new niche technologies that solve every problem in a different way, and it’s complex.

What Martech do you need and how do you set it up to realize the opportunity of cross-channel insight and personalization for service, marketing and loyalty?

The reality is vendors can over promise, technologies don’t easily integrate, data is messy, and you have limited resource, time and budget to solve this web of complexity.

This series and downloadable full report examine key aspects of the Martech ecosystem and in this article, we look at the role and capability of a typical DMP.

Want the full report? Download it now.

So what is a DMP?

DMPs are focused on third-party data or unknown prospects.

They do have the ability to integrate first-party data, however, this is primarily based on cookie browsing behavior, so doesn’t include personally identifiable information (PII data).

DMPs provide a centralized data platform, allowing users to create target audience groups, and then target these audiences across 3rd party ad networks and exchanges.

They are also limited in that they do not create a unified customer profile, and integrations are limited to advertising – as opposed to the full customer journey, but they are a valuable complementary solution to a CDP.

The key benefits of a DMP are that they can reach very large audiences, but while certainly less targeted, they do allow for extensive reach.

The 5 factors that matter

There are 5 key things you need to know when considering a new piece of tech. Read a full breakdown of these factors over here.

1. Human data

DMPs capture unknown prospects, this is based on cookie browsing behavior, so doesn’t include PII – if it does it’s usually limited.

2. Data lifetime

Cookie data typically expires within 30-90 days.

3. Analytical capability

DMPs can provide advanced audience metrics and reporting and segmentation based on digital behaviors – their lack of transactional data and PII can limit the insights that can be derived.

4. Speed to activate

When DMPs are integrated with a DSP or Content Management System (CMS) it enables real-time audience targeting.

5. Orchestration

DMPs are key to enabling targeting platforms – providing highly segmented audiences.
These segments are typically based on digital behavior, so have limits in how relevant and accurate they are.

What now?

When it comes to Marketing Technology, there’s a lot to consider to ensure you are truly making the most of the Martech options available.

Each Martech platform plays a key role, integrates with other systems and has limitations.

The Lexer Customer Data Platform integrates with many aspects of the ecosystem – so we’ve unpacked the role, integrations and limitations of the 7 key platforms to help you navigate the space.

This is Part 5 of Navigating Martech: The Complete Guide, read on for more activation fun in Part 6 – DSP.

If you’re hungry for more or want to share this information with people across your organization, download the full guide.

Interested in learning more about how Lexer can help you improve customer engagement and maximize results? Book a demo with one of our retail experts today.

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