Embed Size (px)
Citation preview
There are many reasons why Data Management Platforms are becoming essential for planning, managing and empowering communication campaigns. In the Omnichannel era, besides, Programmatic Buying, being able to understand how customers and prospects behave in real time means offering truly engaging experiences, continuing to increase the value of information assets to exploit for innovative business models based on Data Monetisation.
Why do Marketers need a DMP?
Su
mm
ary
The sources a DMP uses to feed itself
What is the DMP and why it is becoming a strategic tool (also for Marketing)
The benefits involved in using a DMP platform
Beyond real time profiling and Marketing: Data Monetisation
Who needs a DMP and why?
What DMP is right for the organisation’s needs?
About us
1
3
2
4
5
6
7
1
3
What is the DMP and why it is becoming a strategic tool (also for Marketing)
Behind the acronym DMP is the expression Data Management Platform. A timely but absolutely non-exhaustive definition of a transversal, ductile, precise tool, able to refine its ability not only to analyse and synthesise information related to specific topics more and more, but also a decision-making support for the use of corporate assets and budget allocation. Of course, everything starts from data collection, and from the prerogative of DMP (at least of the most advanced ones) to absorb inputs from even unstructured, non-homogeneous sources.
4
What is the DMP and why it is becoming a strategic tool (also for Marketing)1
How DMPs have become a stra-tegic tool
Evolving technology
Born to enable Business Intelligence fun-ctions, with the development of Digital Marke-ting disciplines and especially with the expan-sion of the offer for Programmatic Buying and Real Time Bidding systems, Data Manage-ment Platforms have become a strategic tool even for those with the task of planning cam-paigns and converting visits and contacts in specific operations, on the one hand making the Customer Journey increasingly engaging, distinguishing and personalised, on the other hand returning feedback to the company on the effectiveness of the initiatives.
As a basic function, the DMPs are, indeed, able to optimise the sale and purchase of online advertising space by creating precise target segments of users and measuring the per-formances of campaigns provided by chan-nel and by segment. This takes place with the identification of patterns and occurrences in the users’ browsing experience and with the unification of the data collected on the various touch points that link individuals and compa-nies. The greater the amount of data, the more
But all this is only the starting point to enable, for example by connecting to the platform even Machine Learning systems, features and tools that are more and more powerful, with the possibility of predicting preferences and behaviours in different situations. The Media Internet Observatory of the Polytechnic Uni-versity of Milan has underlined a strong evo-lution in this sense: it is gradually moving from activities that involve simply purchasing ad-vertising space to a multiple level access for specific audiences. In fact, according to the Observatory’s forecasts, the Italian Program-matic market should grow by 20% in 2018, ge-nerating a turnover of 490 million Euro.
detailed the implementation of the tactics and strategy will be, up to acting directly on profi-les generated based on the characteristics of individuals to propose personalised content and messages and contextualised for each medium in real time.
5
What is the DMP and why it is becoming a strategic tool (also for Marketing)1
This passage makes essential collecting and organising detailed information that allows users to be clustered and analysing needs and behaviours to calibrate each marketing and communication initiative. Therefore, it is not surprising that according to the study “State of the European Data Management Platform
market: media usage already mature, but the evolution is not complete” by ExchangeWire Research and Weborama, by the end of 2018, 92% of European media agencies, adverti-sers and publishers will have implemented a DMP (now, as shown by the subject by subject chart, the percentage is still at 68%).
The dynamics of the Programmatic market
Percentage of those interviewed with a DMP in Europe
6
What is the DMP and why it is becoming a strategic tool (also for Marketing)1
a) Three types of DMP, three dif-ferent scopes
b) The basic criteria for choo-sing a DMP platform
Regardless the budget and resources that are available, one thing must be clear: not always having the availability of the most advanced product means obtaining the best result for your organisation and for your goals. Each type of platform offers opportunities and po-tential critical issues - essentially linked to the management complexity - that must be care-fully evaluated. First, we need to understand the type of action we want to undertake. More oriented towards a tactical or strategic appro-ach? In the first case, the analyses and seg-mentations are aimed at optimising the pur-chase of media spaces according to specific audiences. In the second case, starting from data collection, the entire process must be aimed at an integration with the information contained in the CRM and linked to other fac-tors and KPIs that are relevant for the entire business. Depending on the sophistication of the solutions that are part of them, it is possi-ble to distinguish three types of Data Mana-gement Platform:
• the DMPs that generate profiled data to the Programmatic Advertising circuits, whose function is also that of a data pro-vider,
• advanced DMPs, which integrate the users’ browsing data into the Business In-telligence and Marketing Automation sy-stems,
• open DMPs, which form the basis for de-veloping new features and new services as alternative data sources are integrated and as analytical models are developed for wide-ranging projects.
It is clear that it is completely useless to be equipped with instruments that are too com-plex if not needed and even less so if without the skills to exploit them to the maximum po-tential. If from the point of view of the IT ar-chitectures, the situation has greatly improved thanks to the quick diffusion of solutions pro-vided with Cloud (with on demand services, pay-per-use logic and,most of all, with the modularity and flexibility of SaaS, Software as a Service), the required commitment is still considerable under the integration and data analysis profile: the password, in this case, is collaboration, and the effort requires that all the components of the organisation involved in the activities of promotion and sales move in unison with a data-driven approach. Funda-mental is not losing sight of the real Marke-ting objectives, in the short term and in per-spective, and evaluating the way intended to address the data analysis issue to set the acti-vities. As said, thanks to Cloud, there is always time to grow and expand the range of features, while adopting solutions that not only cannot be fully exploited, but risk slowing down and weighing up the ordinary administration ma-nagement could become problematic. It must also be considered that a data-driven approa-ch implies a transformation even with respect to what is indicated by the regulation that pro-tects personal information, the GDPR (General Data Protection Regulation) that has recently become executive.
2The sources a DMP uses to feed itself
7
Data is at the base of the correct functioning of a Data Management Platform and above all of its ability to produce value. Volume, speed and variety are known as the three variables that with their increase the effectiveness of the analysis and the generating of relevant insights increase. But where is this data extracted from?
First-party data
Second-party data
Third party data
Thus, defined are those that can be obtai-ned through the organisation’s proprietary tools using the DMP. They can be information stored in the CRM or in other platforms out-side the DMP, or data from on line sources (websites, mobile applications, social networ-ks, and other digital touch points) and off line (like physical shop) also monitored in real time to track and describe the behaviour of con-sumers and customers while they browse or interact with the shop.To access this information, the company can
exploit existing partnership agreements with other organisations that agree to data sharing to maximise the result. Depending on the type of agreement, the data can be assimilated in real time together with their production by the partner’s platforms or imported periodically.
These are usually datasets and clusters that the company purchases from other entities or from agencies specialised in creating profiled audiences. The same company, exploiting the information assets, can become a third-party data provider towards other players.
8
The sources a DMP uses to feed itself2
There are three main sources:
First-party data
Second-party data
Third party data
1 2 3
3The benefits involved in using a DMP platform
9
Improving campaign performances, bringing benefits to both advertisers and message recipients, and reducing waste on investments, avoiding overlaps with call-to-actions and initiatives on segments not much interested in the offer. These are just some of the benefits that Marketing can obtain through adopting a Data Management Platform. Let’s see them one by one, depending on the type of purpose for which the solution is used.
10
The benefits involved in using a DMP platform3
User engagement
Programmatic Advertising
Omnichannel experience
To convince someone to do something or even just to draw attention to it, it is first necessary to strike them, to involve them. And this, in the age of social media and of the always on, means, first, bringing a con-tent not only interesting, but also relevant, coherent and useful. That is, in some way the individual is questioned directly in the context in which he or she is and offering so-mething they really need. DMP, especially if connected to predictive models and ad hoc algorithms is able to do all this, combining the Marketing Automation tools with the abi-lity to insert the contents of communication over time and in the place that maximises the contact between person and company.
By placing the tool on the dimension for which it was born, that of Programmatic Advertising, the prerogative of DMP is its ability to com-bine all the data absorbed by the different sources to profile the users, identify the target segments independently from the channel or content that they are automatically benefiting from and composing purchase or bidding proposals according to the indications provi-ded by the dashboards.
It is also true that it makes little sense to speak of “places” as predefined (physical or virtual) spaces. The consumer moves continuously, and faster, through the various channels. The same definition of channel, so dear to the clas-sic Marketing, is obsolete, considering the ex-treme fragmentation of the scenario. Better to talk about experience (or, reinstating it, Custo-mer Journey), to which we can add the adjecti-ve “omnichannel” just to remember that it is necessary, in any communication strategy, to contemplate the involvement of all online and off-line touch points. It is precisely by under-standing what are the consumer’s usual paths that it is possible to predict the point (or points) of an ideal contact to extend a call to action in a consistent and non-invasive way. Besides, to generate further value through up-selling and cross-selling activities, the DMP is strategic to highlight the best opportunities for demand and supply top meet.
11
4Beyond real time profiling and Marketing: Data Monetisation
Extracting value from data today is an increasingly complex process, and to obtain qualified, verified information, for which the consent has been obtained from the involved parties, as foreseen by the GDPR, companies are willing to pay great amounts of money.
12
Beyond real time profiling and Marketing: Data Monetisation4
There is an interesting side effect when data is being taken lavishly to create segments, profiles and predictive models on consumer and customer behaviour. We build a wealth of information that can be used both to better understand the dynamics of the company, compared for example to the efficiency and effectiveness of the various touch points between the physical and digital world, and to offer partners or third-party companies datasets and packages of high added value. Extracting value from data today is an increasingly complex process, and to obtain qualified, verified information, for which, first - in the case of personal data - the consent has been obtained from the involved parties, as foreseen by the GDPR, companies are prepared to pay a great amount of money. In this sense, there are organisations that have transformed their ability to collect
and process data in a real business model. A bit like Google and Amazon that, having to create extended data centres to process their data, have grasped the opportunity to sell Cloud storage and processing services to third parties and companies, becoming the industry leader.
In other cases, it is possible to enter into an agreement with the DMP platform provider that can apply sensitive discounts on the provision of solutions and consultancy in exchange of the possibility of transferring profiles and clusters to other market players. In any case, this is an extremely interesting source of revenue that can be used to obtain budgets to dedicate to a tool, the Data Management Platform, capable of generating all round value with fast and verifiable returns on investments.
13
5Who needs a DMP and why?
1313
There are precise reasons why it is advisable to adopt a proprietary Data Management Platform without resorting to outsourcing services. Depending on the type of user and on the marketing perspective that is adopted, the benefits are evident.
14
Who needs a DMP and why?5
a) The companies
c) The agencies
b) The editors
For any company, planning a successful marketing campaign means identifying the target and attaining it in the right place at the best possible price, understanding on which touch points the conversion is more efficient, enhancing it and increasing the in-formation asset. Whenever companies al-low external DMPs to collect and process information on their customers:
Basically, the work of the agencies consists in optimising the continuous cycle of ad-vertising planning showing customers the measurable results. Whenever agencies allow external DMPs to collect and process information on the users using the campai-gns they manage:
The editors aim at providing more accurate segments and profiles of users and brands, both with respect to their socio-demo-graphic features, and with respect to the way they move around the various chan-nels. Keeping control on this information means having the opportunity to sell im-pressions at the best possible price. Whe-never companies allow external DMPs to collect and process information on their users:
• they must buy the same data - produced by them - again to optimise the advertising planning;
• they allow competitors to purchase information on their customers and prospects in the same way;
• they do not manage to exploit the acquired knowledge to monitor the effectiveness of the various channels and empower internal and external activities.
• they lose the opportunity to integrate the first party data of their customers in the improvement planning process;
• they are impelled to integrate their information assets by purchasing datasets generated by third parties that tend to be much less reliable than the information available first hand.
• they delegate to others the power to establish the value of their inventory;
• they lose the opportunity to differentiate their offer from that of their competitors;
• they do not have the possibility to examine and improve the user experience on their owned channels;
• they let, by selling information on their users, someone else monetise their efforts to maintain the involvement with their content.
6What DMP is right for the organisation’s needs?
1515
Each user must know their needs and availability with respect to the adoption of a data-driven logic. Once these have been identified, it is important to rely on a supplier that guarantees integration with the systems already installed, starting from CRM, modularity, and the possibility of customisation, as well as a simplicity in terms of user experience.
16
What DMP is right for the organisation’s needs?6
16
The importance of a modular and easily integrated solution
The advantages offered by Exau-di, the DMP owner of Neodata
As anticipated, there is no single answer to this question. Each user must know their needs and availability with respect to the adoption of a data-driven logic in the management of marketing activities through a Data Manage-ment Platform. Once these have been iden-tified, it is important to rely on a supplier that guarantees integration with the systems alre-ady installed, starting from CRM, modularity, and the possibility of customisation, as well as a simplicity in terms of user experience. Solu-tions capable of communicating with ad ser-ver platforms also allow collecting the direct results of campaigns, helping to understand the effectiveness of initiatives set up based on profiling and segmentation processes in real time.
Neodata’s offer meets all these characteristi-cs, as it is the result of ten years of experien-ce - accrued beside the most sensitive com-panies for Digital Marketing - in Data Mining applied to the analysis of the audience, to the advertising optimisation and to the imple-mentation of solutions to increase the enga-gement. Neodata offers turnkey solutions rea-dy to be customised according to the specific requirements of the organisation, characteri-sed by a total guarantee on data security and the ability to integrate any type of information into DMP, regardless of the source (Web si-tes, e-mail, mobile App and TV decoder, CRM systems, third parties), to maximise the invest-ments on the platform, to the full advantage of the coordination of advertising planning activities. Specifically, Exaudi, the entirely de-
veloped in-house DMP of Neodata, provides a combination of scalable features that allow taking advantage of an all-round audience knowledge, not only to plan programmatic advertising campaigns, but also to support – managing the complexity with maximum efficiency and saving space, energy and co-sts – wide-ranging communication projects. In fact, as highlighted above, today we tend to distinguish DMPs in tactics and strategic DMPs: Exaudi, thanks to the flexibility and mo-dularity of its components, manages to cover both roles, beyond the features reserved to brand promotion. The platform is indeed de-clined for various types of users, with specific pricing models for the customer category. A company has different needs than a publisher, just like broadcasters and media agencies need dedicated tools.
In each situation, Exaudi exploits artificial intel-ligence and machine learning solutions, assi-gning precise identities to anonymous users, easy to browse thanks to an integrated Tag manager that can be expanded with custom parameters and user-friendly interfaces cu-stomised thanks to specific APIs. In addition, despite being equipped with a rich battery of standard reports, to analyse the browsing behaviour filtered by the user’s attributes, Exaudi is not configured as the software of a data provider but rather as the solution of a technology provider, and leaves to customers the total ownership of data that will never be shared with third parties. According to the phi-losophy of Neodata, whose mission is to help companies understand and monetise the va-lue of the audiences, the insights extracted from the analyses carried out by the DMP are strategic corporate assets and should be in no way shared with competitors.
17
9Aboutus
An Italian company founded in 2004, Ne-odata Group has the analysis of Big Data and research in its DNA. It developed its in-house DMP using the latest cloud tech-nologies and making it completely custo-misable. It’s called exaudi.
18
About us9
AboutNeodata Group
exaudi, Neodata’sDMP
We are an all-Italian team made up of engi-neers, programmers, university professors, re-searchers, data scientists and network profes-sionals. We like algorithms, technology and research: we build Digital Innovation solutions and perform Big Data analysis for companies, collaborating periodically with local and inter-national research centres and universities.
We help brands, publishers, broadcasters and agencies to collect, analyse and use audience data to deliver customised content of an edi-torial or advertising nature.
exaudi is a turnkey DMP that is easy to inte-grate and totally customisable. Powered by a core of Artificial Intelligence, it generates indi-vidual user profiles by using first, second and third party data and makes them available for activation on your marketing channels.
Its user-friendly interface makes it easy to use even for those with less expertise and its rich list of reports provides insights that can be used to define targeting priorities.
Over the last ten years, we have developed a proprietary platform for Big Data Analysis and Content Delivery, which uses Semantic Anal-ysis, Artificial Intelligence and Machine Learn-ing technology.
We are a trusted provider of Italian and inter-national companies, including Mediaset, Sky, RAI, Barilla, Unicredit, Omnicom Media Group and many others.
