How to Combine Online and Offline Data As a marketer, you have data housed in…
So you’ve heard about data management platforms, but you’re not sure you need another piece of technology to add to your marketing stack? Why would I use a DMP when I already have a DSP? Data management platforms are not just another tool for audience targeting. Yes, that is the basic use case of a DMP, but beyond that the possibilities are endless. For those of you not sure how a DMP can help your business, we’ve compiled a list of five ways Lotame’s DMP for Marketers can help you succeed.
Lotame helps brands and agencies use audience data to understand more about their customers and prospects, and improve the performance of their digital campaigns. We understand the importance of leveraging and protecting your most valuable asset: your audience data.
Through Lotame’s DMP for marketers, you can easily collect and organize all of your online and offline data. We have integrations with the world’s leading DSPs, trading desks, exchanges and ad servers, enabling you to export audience segments you build within the Lotame platform directly to your chosen activation channel. Your agency can then deliver and optimize campaigns against these audience segments. By architecting our platform in this way, you can always retain complete control over your first-party data.
Here are 5 ways Lotame’s DMP for Marketers can help add value to your marketing strategy:
No more data silos! Pulling all of your data assets into one place gives you a unified view of your customers across screens and devices. This means combining offline data with online, mobile, CRM, social, registration, and any other data source you can think of. Lotame’s DMP will help you combine all of these data sources into one place, then build audiences to segment and learn more about who your most valuable consumers are.
Learn who they are, what they like, and what kind of messages they respond to best. Use these new insights to refine your messaging to increase engagement when you reach out to them next time, or build lookalikes to find more of these similar people and increase your overall audience size. Perhaps you are assuming that your most valuable customers are soccer moms. Use the insights from Lotame’s DMP for Marketers to tell you if that’s true or not. Let the data speak for itself. Audience profile reports are available for any audience you build in the platform, and they give you a glimpse into the demographics, behaviors, and interests of your consumers.
With precise audience targeting and data-led campaign optimization, you can refine your audiences so you are only spending on those who will respond with your messages. No more ad wastage! We worked with a digital agency who increased CTR 129% – check out the case study to learn more. Or, if you prefer to do this manually, you can use the insights from the analytics and reporting in Lotame’s DMP to remove underperforming segments from your campaign or add on additional segments that are performing better. If your goal is campaigns that perform (and we know that it is – because that’s what marketers do!) – Lotame’s data management platform can give you the insights you need to succeed.
Leverage Lotame’s device graph technology to identify more consumers across screens for a holistic view of your consumers across devices. Reach your most valuable audiences in the right place at the right time for increased engagement. Or, combine your efforts for powerful sequential messaging across screens – so you can be there when your customers need you.
Find audiences that look and act like your ideal customers by leveraging our global third-party data exchange. With billions of data points from around the globe, we have the segment you are looking for, from desktop and mobile. We’ve also partnered with every major 3rd-party data provider out there to offer our clients the ability to purchase additional third-party data directly inside the platform. Suffice to say, there is lots of data available. So if you want to reach millennials who like Harry Potter on the West Coast of the US, or moms in France who buy organic products, we can help.
If there’s one thing we know, it’s that consumers want personalized experiences. Using the customer data in your DMP, you can adjust the content and creative that each individual audience sees, which helps to increase performance and conversions. You wouldn’t show men’s shoes in an ad for women, would you? Why stop there? Use the wealth of audience insights at your fingertips to show your customers the most relevant content for them.
Not sure how to get started? Check out the Marketer’s Guide to Content Personalization for more tips & tricks.
If you would like more information on how Lotame’s data management platform can help you harness the power of your data, please contact us today! We’d love to show you a demo of how the platform works, or give you some tips on how to make the most of your own data.
Or, for more pro-tips on how to win with a DMP, check out our DMP Playbook for Marketers. Download now!