Data Management

Platform

DMP101 The WHAT, the

HOW & the WHY

on DMP’s

EXAMPLE

TEST CASES

BONUS

2

DATA 101

DMP 101

First things first, lets talk about data first!

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

DATA EXAMPLES

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1st 2nd 3rd

Web

Offline

CRMSales

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

COOKIES ID VS. DEVICE ID

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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

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Cookie ID 21349

Device ID 112Jane 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

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DMP 101

DMP 101

Now we are ready

for the DMP

WHAT’S A DATA MANAGEMENT PLATFORM?

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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

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

HOW DOES A DMP WORK?

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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

LET’S SUMMARIZE, A DMP…

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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

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Insights

1

Activation

2

DMP 101

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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

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

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Insights

1

DMP 101

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Insights

1

Hi I’m Adam!

DMP 101

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Affinities Watches (Rolex),

High-end clothing,

Golf, Rugby,

Investing, & Rock &

Pop

OwnershipMercedes E-Class,

iPad, Sony TV

Perrier, Snickers,

musical instruments

(Guitar)

Custom Avg. Ticket Value

Next pred. PurchaseSuppression Type

Communication

Style

eMail Persona

Last Store Visit

EntertainmentThe 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 nightsEurope,

Canada

ShoppingIn-Market for:

Garden Furniture,

Live Theater, Jewelry,

Cookies & Doritos.

DemographicsMale

38

HHI >$100,000

Legal, Management

No children

DMP 101

18DMP 101

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Insights

1

Activation

2

DMP 101

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Activation

2INCREASE 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

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Activation

2some test cases

Let’s show

DMP 101

MEDIA SUPPRESSION

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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

PERSONALIZATION - SITE SIDE

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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

PERSONALIZATION - MEDIA

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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

LOOK-ALIKE MODELING

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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

SALES EVENT BUYERS

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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

DIGITAL PERSONA DISCOVERY

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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

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)

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THANK YOU

DMP 101

@eddywiEddy Widerker

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APPENDIX

DMP 101

WHAT ARE COOKIES?

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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

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

COLLECTING USER INFORMATION & MATCHING

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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