In recent years, the evolution of programmatic marketing has revolved around the Data Management Platform (DMP) as an indispensable element. This correlation has been inevitable due to the need for companies to have greater customer visibility and to optimize the ROI of campaigns in different media.

In this sense, companies must focus on impacting the user through an efficient investment and without saturating it. With this, organizations will be heading towards an increase in their sales.

That is why many companies have tried to unify their different sets of information and to centralize data sources , such as: CRM systems, websites, social networks, mobile applications, among others.

However, such an attempt has become a really complex process. This is due to the large amount of information and sources that interact online, in addition to the administration of the data storage and computing infrastructure. Therefore, companies are looking for other more efficient digitization options , hence the need for a DMP.

What is programmatic marketing?

Programmatic marketing is an automated process for both ad purchasing and placement and optimization of these ( programmatic advertising ). This process is carried out using big data technologies, cookies and machine learning algorithms that allow the user to be impacted at the precise moment and in a specific context.

One of the tools to carry out this type of automation with great efficiency is the DMP.

What is a DMP and what can you do with this tool?

A DMP is a platform that allows us to collect data, both our own and those of third parties, and carry out a centralized management of these, whether structured or not.

With a DMP you can capture and centralize all the information of a client that is of strategic value for advertisers. In this way, you successfully overcome one of the main challenges of digital marketing: identifying consumers , regardless of the channels and devices they use.

That is, you can obtain information through the advertiser’s website, social networks, devices and, of course, the data provided by the client and collected in the advertiser’s CRM. To these, you must add, as we have commented before, data from third parties, that is, from sources outside the advertisers.

Finally, you must include the sources of the data generated a posteriori from the different campaigns deployed. In this way you improve and enrich the data already collected and optimize the previously created segmentations.

In this sense, programmatic marketing, based on DMPs, will allow us to design loyalty programs that are more tailored to the needs of our clients.

CRM systems as the main source of data for DMPs

As we have commented, one of the main sources of data collection should always be the CRM system. Without a powerful CRM, it will be necessary to study in detail if a DMP is really necessary or it is better to look for another solution that is more adapted to our company and that provides us with greater benefits.

In general, a company that has large volumes of CRM data, and it is structured and analyzed efficiently, will obtain more benefits if it works with a DMP.

Therefore, the storage and data management of a DMP platform usually generates more benefits when using CRM data and data on the purchase history of customers, since in these cases it represents an important added value for marketing campaigns. programmatic.

With all this data, you can analyze the information and make better decisions from which to segment deeply in order to reach customers better and more efficiently.

In this way, a DMP allows advertisers to create more precise segmentations and with a greater knowledge of the audience, generating a more rational spending on campaigns and identifying potential customers based on similar behaviors of current customers.

Salesforce DMP: one of the most powerful tools on the market

Today, there are several powerful DMP platforms for programmatic marketing optimization, notably Adobe DMP and Salesforce DMP (formerly known as Krux). Both brands are current leaders in the international market according to the Forrester report “ The Forrester Wave ™: Data Management Platforms, Q2 2019 ”.

From Cognodata, being Salesforce partners , we want to focus on the DMP platform of this brand.

Salesforce DMP, as it points out on its own page :

“It is the only data management platform built on a modern framework designed to ingest 100% of structured and unstructured data, giving companies the power to capture, unify and act on customer data at scale. ”.

Data Collection Types for DMP and Salesforce’s Exclusive Second Party Data

Typically, a DMP platform collects data in two ways:

  • First party data: these are data collected through different sources of the advertiser. Such as your CRM, website, social networks, emailing campaigns , among others.
  • Third party data: these are data from sources external to the advertiser. These are usually demographic or on the tastes and interests of the users, and are used to create audience profiles.

Apart from this normalized data ingestion, Salesforce DMP has its own “second party data” and whose service is called  Data Studio . This Second Party Data is generated in the Data Studio from the rest of the businesses that use Salesforce. That is, other Salesforce customers can sell their own data to that brand for other organizations to use.

In this sense, using Salesforce DMP’s Second Party Data through its Data Studio allows you to:

  • Gather much more complete information from audiences.
  • Market and monetize your own databases.
  • Choose who can or cannot buy and use your databases.

It should be noted that this data is anonymous and can only be shared with trusted Salesforce partners.

What must you keep in mind to use a DMP?

DMP tools have been constantly evolving. Therefore, beyond simple tools for third-party audience management, they have become sophisticated platforms that help companies build relevant, multichannel and multiplatform communications , including within themselves the programmatic marketing processes.

However, for DMPs to be truly helpful, it is essential that companies are clear about their long-term expectations. That is, what is your objective when using a DMP: customer insight? Cost reduction? Brand relevance?

Currently, the market is increasingly sensitive to the need to integrate systems for data reuse and generate more accurate photos of your customers . Therefore, the market must focus on a 360 ° view of the customer and be able to provide them with the necessary information at the right time and through the right tool in order to add value to the user.

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