Data Management Platform – Trackita https://trackita.com Trackita transforms enterprises to improve their technology, processes and people. Sat, 06 Feb 2021 20:22:23 +0000 en-US hourly 1 https://wordpress.org/?v=6.3.8 https://trackita.com/wp-content/uploads/2021/02/cropped-Black-and-White-Circle-Personal-Logo-32x32.png Data Management Platform – Trackita https://trackita.com 32 32 A New Age for Marketing is Dawning https://trackita.com/a-new-age-for-marketing-is-dawning/ Sat, 06 Feb 2021 06:39:08 +0000 http://trackita.com/?p=25423 The move by Google, which has already been implemented by Firefox and Safari, to remove support for cookies means a new age for marketing. This, together with Walled Gardens, means dramatic change for marketing technology.

Data Management Platforms (DMP) are changing and will be able to extend their capabilities to take account of the new technologies introduced by Google in the next couple of years.

There will be a change to analysing aggregating and de-identified data. This is similar to other sources such as Facebook. Google’s intention for the Privacy Sandbox  is to “Create a thriving web ecosystem that is respectful of users and private by default.”

Demand-side platforms, supply-side platforms, customer data platforms (CDPs), onboarders and data marketplaces will increase and thrive in the new environment. All these functions may be absorbed by DMPs.

Which means when deciding on a DPM, there are new questions to asking including:

  1. What alternate solution is the DMP providing for the demise of cookies?
  2. Does the DMP have look-alike functionality?
  3. What are the second and third-party sources used by the DMP?
  4. Does the DMP have cross-device identity management allowing stitching profiles across all environments.
  5. Does your DMP stitch the user journey?
  6. Has the DMP a solution to Wall Gardens? The rise of companies protecting their data has made marketing all that much harder. Even Google, Facebook and Amazon have walled gardens.
  7. Is a Data Cleaning Room a feature of the DMP. This will allow a peak into the walled gardens to see how the ads of Google are performing.
  8. Match rate testing is essential to enable ROI to be established accurately.

]]> What is DMP? https://trackita.com/what-is-dmp/ Sat, 06 Feb 2021 05:47:16 +0000 http://trackita.com/?p=25422 A Data Management Platform (DMP) organizes customer data which can be first-party, second-party, or third-party and is sourced from online, offline, mobile, or other systems. This is the central part of a data-driven marketing strategy and is used in big data and AI.

Benefits of DMPs

DMPs help keep track of customer data

Digital media is growing more complex and DMPs have now become essential in the management of customer data. It allows the unification of data from many systems providing a cohesive view of customers. The DMPs enable you to have a long-term view of customers with consistent and continuous analysis and reporting. As well, these tools will help you identify new customers using audience extension and look-alike techniques. DMPs provide unique insights into your clients.

Problems of DMPs

With the change by Google to block third-party cookies in Chrome, some have felt this will impact DMPs severely. But the work of DMPs is to consolidate all data – first-party, second-party, and third-party data. As well, Google and other search engines are bringing in new technology that will replace cookies over the next year and DMPs will be able to take advantage of this change to continue to collect third-party data.

Solutions

There is a range of software with different features. Some of the platforms are listed below.

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