This is the first post in our “DMP FAQ” series, in which we answer some of the most common questions we hear about Data Management Platforms. Be sure to sign up for our joint webinar with Oracle DMP (formerly BlueKai) today, “Sayonara, Silos,” to learn how integrating Oracle DMP in your testing program can drive new business value!
Modern marketers are always looking to take their testing programs to the next level. But what the “next level” is, of course, depends on where you are in the CXO maturity curve.
Today, we’re addressing marketers who’ve already built out a robust personalization program with CRM data and are looking to get even more advanced! If you’re finished personalizing out-of-the-box customer attributes like geolocation and traffic source and now want insights a little more complex—look no further. DMP is here.
What Is a DMP?
A DMP is a centralized hub for collecting data that you can use to create user profiles or customer segments, based on a combination of in-depth data sources. Subsequently, you can use it to target campaigns to these segments and to accurately measure campaign performance on a segment-by-segment basis across all your marketing channels.
Altogether these abilities help you not only deploy a personalized experience that’s better than a one-size-fits-all model, but they also let you continuously improve your customer experience—so content is always relevant and evolves in lockstep with the market and segment needs.
To put it more simply, DMPs collect, ingest, aggregate, and—most importantly—activate data from various sources. They then analyze this data and give marketers back insights about the prospects and customers they’re targeting—information they can use to make content stickier.
Oracle DMP also provides interest-focused attributes that marketers can use not just to target preexisting segments but also to discover new microsegments.
Why Should You Use a DMP for Optimization?
Educate Prospects Better
With a DMP powering your optimization strategy, you can better anticipate your visitors’ wants and needs. (One of our favorite phrases: “Google will know that you are hungry for sushi before you do!” Courtesy Ben Kunz, V.P., Mediassociates.) This helps you build a framework for anticipating the best offers for each segment, while still implementing testing and optimization.
Being able to identify a greater level of user attributes also helps you better educate prospects, as you can give them a hyper-personalized experience on your site, showing them answers to the questions they specifically are likely to have. By fully understanding who your visitors are and what they like, you can ensure you build experiences that drive them toward their goals and speak to them how they want to be spoken to—which helps develop and safeguard customer loyalty.
To get a complete picture of your visitors, marketers should also use a DMP to identify all possible segments and micro-segments with analytics and predictive toolsets. Once these segments are discovered, iterative testing should be performed to optimize the content for each segment; then, the content should be served dynamically using a predictive engine.
Afterward, you’ll also be able to examine the results more in-depth, as the DMP attributes will add another layer of granularity and detail.
In short, using DMPs gives marketers a 360-degree view of site visitors. This in turn gives marketers valuable information about users even before they land on their digital property—and this can be leveraged into higher engagement, conversion rate, and revenue. A great testing platform must therefore integrate with a DMP, so you can easily use it as a resource in your optimization program.