Published on August 3, 2017
Whether you are a seasoned DMP user, or just starting out on your data journey, it is a good idea to start with a roadmap of use cases that you would like to tackle moving forward. If you already have a handle on the basics and are looking for inspiration from some of our more innovative clients, here are 5 advanced DMP use cases that might help your DMP to work even harder for you.
Data partnerships are often focused on enriching a marketer’s data, combining marketer and publisher data, or straight up data monetisation.
However, we are seeing an increase in seemingly competitive, but savvy, publishers banding together to create unique, highly granular audiences. For example, combining users who have searched and booked luxury travel with readers of high end car reviews.
In the process, publishers forge strong industry alliances necessary to survive in an ever changing digital landscape. The end result is several unique, declared data sets that allow publishers to target audiences in a way previously not possible, as well as providing granular profiling for clients. The cherry on top is that you are ensuring high quality inventory and data across the ecosystem has its value recognised and appreciated by advertisers. (Learn more about Lotame Syndicate, our 2nd party data product if you’re interested.)
Your DMP already provides superior audience insights by allowing second and third party data to be overlaid on top of first party data. This can drive campaign performance and improved targeting, leading to increased revenue on both the buy and sell side of the equation.
However, all too often this wealth of insights sits exclusively with the data team or the DMP owner, with no clear way of sharing this valuable information across the organisation to different teams who can then take action. The end result is that DMP ROI is potentially left on the table untouched.
An effective and easily implemented solution is to use APIs to port actionable information from the DMP to a custom dashboard to ensure your business is truly data-driven. All you need is a BI tool and a dedicated resource to bring this incredible data to life.
Your DMP will provide all documentation for your developer to get started. In some cases your DMP platform leverages the same APIs and as such provides the base of every valid request and resulting server responses. Simply copy and paste, and before you know it, your business is truly data-driven!
If you are a marketer, this will allow your business to understand which audiences are interacting with your brand, so you can action this with custom content and creative.
If you are a publisher, immediately share this information with your marketing team, as your DMP and custom dashboards are incredibly diverse technologies that should not be wasted. And don’t forget the amazing benefits this could have for your editorial and product teams.
It’s easy to think a DMP can only help sell digital assets, or promote your products online. But think about the myriad data sources that may be available to you. And consider that, even though you may not be able to activate this data through traditional digital channels, it can support other use cases.
Any information that can be linked to a cookie or device ID can be profiled using first, second and third party data.Any info that can be linked to a cookie or device ID can be profiled using 1st, 2nd & 3rd party data. Click To Tweet
Increasingly, companies on both the buy- and sell-side have beacon data they can leverage to inform them of consumer behaviour in the brick-and-mortar world. For the buy-side, this can help design campaigns based on interactions with your brand in the real world. Capturing as much data as possible increases the knowledge about your target audience.
Do you have customers you want to profile to support your non digital asset sales efforts? With your DMP, you can do this, and then use the DMP to bring these insights online.
When you start adding data to your marketing efforts, you will immediately have a wealth of demographic, behavioural and intent statistics across first, third, and possibly second party data available in your DMP, which can drive your marketing strategy forward.
Once you’ve tackled this first stage of data-driven strategy for your brand (gathering data from every source into one cohesive view of the consumer), you can take it to the next level by layering in data from research companies, such as Cint or Survata. This will provide attitudinal overlay to help you find the perfect audience for your message. For example, if you are marketing almond milk as an alternative to cow’s milk, you can tailor your messaging to customers depending on if their interest in a non-dairy alternative is for health, or environmental or animal rights reasons.
Furthermore, you can extensively measure brand lift, sentiment, and recall of your advertising efforts and bring this back into the DMP for further activation, suppression targeting, sequential messaging and prospecting.
With this information at hand you can continue to optimise for and drive brand lift without having to increase spend.
Whether you are a marketer or a publisher you should ensure you track your campaigns in your DMP for insights and optimisation.
If you are marketing a new product, consider which data points beyond impressions and clicks you can include in your KPI tracking, such as website or app interactions, forms or survey completions, and in-store or other offline behaviours. Using this data, you can even adjust your targeting and other parameters to improve the effectiveness and efficiency of your campaign directly in the DMP.
Website or app interactions can inform your content and creative strategy, forms and surveys can inform secondary messaging, and in-store behaviours can inform loyalty schemes, ultimately deepening the level of data collected. All of this can decrease the cost to conversion, and maximise your understanding of your customers.
When you and your team have mastered the basics of collecting, organising and activating data using your DMP, there are a wealth of new use cases to tackle. Above are just some examples of the next investment in data you can make, and these certainly aren’t the only ones. As your data strategy evolves, the amazing things you can do with data can seem limitless.
This article was written by Anne Linchausen, Client Success Manager, Australia & New Zealand at Lotame. Connect with Anne on Linkedin for more advanced DMP tips & tricks.