How DMP’s improve brands marketing campaigns Share via

Data management platforms, or DMPs as they are often called, are data warehouses hosted on the cloud that collect, sort, and analyze tons of data to help brands make data-based decisions to grow their businesses. Additionally, DMPs create detailed customer profiles based on these data sets that allow brands to initiate targeted advertising and provide deep personalization to their customers. With the ever-increasing volume of data generated because of the rising wave of e-commerce, many brands have started implementing DMPs in their systems to manage and utilize their data in a meaningful way. This blog will talk about the benefits of having a DMP for brands and how it helps them effectively target their existing and potential audience.

Access all data in one place

Brands in the online space usually generate a massive amount of data with every interaction that a customer has on their website, mobile applications, e-mail, social media, or customer loyalty programs. The role of the DMP is to collect and store all these fragmented data in one place and streamline those data points so that the marketers have a complete view of their audience and can create their marketing strategies based on these insights. In addition, the ease of understanding the collected data makes decision-making easier for the brand marketers and enables them to invest their time and resources to generate the best results for the company through their campaigns. Hence, to understand a large amount of data and use it meaningfully, brands need the assistance of DMPs.

Better revenue generation

Once brands start to make sense of their data and can figure out the behavior of their customers and potential audience, they can precisely or more accurately target the shoppers with their digital marketing initiatives and, in turn, increase the conversion rate from their ads resulting in higher revenue generation. DMPs can lead marketers in the right direction by providing valuable insights on where to invest in creating more heightened brand awareness, increased brand recognition, and better engagement, leading to a better return on investment. These data platforms also enable brands to share their first-party data and improve their audience insights to help them maximize their overall sales.

Focused approach

Brand marketers often start reaching a more extensive set of target audiences with their advertisements and marketing initiatives hoping that some of them will convert with this hit and trial method. But as markets are becoming insanely competitive and audiences are exposed to hundreds of marketing campaigns every day, it has become imperative for brands to be careful and selective with their communication with the shoppers to make them stick. DMPs allow marketers to invest their marketing budget wisely to retarget those audiences which have shown interest in the brand at different levels, ranging from spending time to explore products on the website or building a cart but not completing the transaction. This helps brands save money that they would otherwise spend on marketing activities that don’t yield encouraging results. Moreover, with DMP, the brands are in complete control of their ad spending and make a data-backed decision to choose who sees your advertisements.

Integrate 2^nd and 3^rd party data

For any brand to grow and reach a broader audience base, access to a vast amount of quality data is of supreme importance. To improve their customer targeting capabilities, companies strengthen their first-party data by collaborating it with the second-party data and third-party data obtained from reliable sources. Many DMPs allow marketers to integrate all these data from different sources in one place, which helps the brands get a much clearer picture of their shoppers and their purchasing behavior.

GDPR Compliant

Businesses worldwide are grappling with the existing and emerging data privacy and security regulations that bar organizations from irresponsibly collecting customer data for their benefit and exploiting the user’s right to confidentiality blatantly. And soon, there will be limitations to tracking third-party cookies as well. But some DMPs have gone ahead and built a brand-safe environment for brands and organizations. One such platform is Personas, the data management platform from ArabyAds, which helps unify the audience to forecast consumer behavior across connected devices. In addition, Personas, which is helping leading brands with their data management needs across the MENA region, is GDPR compliant and respects the consumer’s privacy.

DMPs have proven themselves to be an integral part of the digital marketing ecosystem that helps organizations decipher the data they are collecting and help them build and improve their strategies based on the insights. Companies operating in the online space but still do not have a DMP should consider its benefits and choose a platform that meets their requirements.