A Data Management Platform lets marketers use offline and online data to get a 360-degree view of the customer, getting a more complete view of the customer journey in real-time, regardless of the channel they’re customer is using
Data management platforms – DMPs – can deliver significant benefits to marketers, but many are failing to fully realise how DMPs can help them better connect with consumers.
Marketers understand that consumers’ level of digital media consumption is constantly increasing across many devices and touch points. It’s our job to make sure we connect with consumers at every opportunity we can. Using a DMP can help ensure those connections deliver tangible benefits.
We have identified the three key benefits of DMPs:
- Better customer understanding and targeting
A DMP lets marketers use offline and online data to get a 360-degree view of the customer, getting a more complete view of the customer journey in real-time, regardless of the channel the customer is using.
Marketers can use this understanding to identify the characteristics of the highest-value customers. They can then create an avatar of the ideal customer, and use that information to target prospects more effectively.
This improved understanding lets marketers target the most valuable audiences for advertising and promotional campaigns. Combining real-time information about when it makes sense to contact customers, marketers can get improved ROI from campaigns.
- Improved personalisation
When marketers have a deep, granular understanding of customers, they can begin to craft personalised, targeted messages that can be delivered through the right channels at the right time to maximise the chances of conversion.
The DMP enables this by providing a unified view of how the customer interacts with the business, then letting marketers create predictive business rules to determine the content each user sees.
- Increased privacy control
Consumers expect to share personal information with organisations in return for a more individualised experience. However, privacy laws in Australia put the onus on organisations to protect the personal data they collect. A DMP can offer centralised privacy controls, ensuring the customer’s personal information is protected regardless of device or channel. This level of control often isn’t available in point solutions.
Adam Dougall, Regional Director, Teradata Marketing Applications
