In one of the sessions, How to Know and Target Your Audience Better (with Help from a DMP), the hot topic was how to use data management platforms (DMPs) to get to those big insights about and connect with audiences.
To understand how to get value from this marketing technology, it’s first key to understand what a DMP can do. As our 2015 DBF session explained, data management platforms aggregate your customer and prospect data into “audiences” to target.
They then centralize rules for audience segmentation and targeting, and connect to online and offline channels to send personalized marketing messages and offers. For more info on how these tools work, check out this video for a brief introduction to understanding and using DMPs.
Using Data Management Platforms (DMPs) to Understand Your Audience & Personalize Marketing Efforts: Video
In this video interview from the event, Time Warner Cable‘s Jeff Henshaw and Infinitive’s Mike Lempner give a deeper dive into the impact a data management platform can have on your company’s marketing. The pair explain how DMPs enable companies to segment data, understand their audiences, and tailor marketing efforts for those audiences. Watch the video:
As Jeff and Mike point out in their video discussion, implementing a data management platform can have a “game-changing” effect on your company’s marketing efforts and your ability to understand your audience by:
- Empowering audience and data segmentation
- Enabling marketing personalization
- Integrating offline and online data
Companies who aren’t yet using DMP technology could miss out on major opportunities to improve their marketing, know their audiences better and gain more value from their first-party data.