A data management platform fuels audience intelligence.
Marketers crave data. Customer data, campaign data, channel data — you can't boost results without relying on data. But is your data telling you what you need to know? You have to be able to make sense of so many disconnected data sources. A data management platform (DMP) gives you the power to decipher your data and better understand your customers.
The scale of your data grows exponentially every day. When data lives in separate systems, sharing a consistent, engaging brand story can be challenging. A data management platform provides an easy way to sync anonymous data, fill in gaps and improve your campaigns without jeopardising consumer privacy.
As a marketer, publisher or agency managing data, you're faced with some significant obstacles including:
- Protecting your audience data
- Capturing and unifying data from every source
- Sharing audience data across your enterprise ecosystem
- Personalising content experiences
- Increasing the value of your advertising inventory
- Creating new data-driven revenue streams
- Identifying customers on multiple devices
With a DMP, you're able to bring together anonymous data from multiple sources, transform that data to high-value audiences and take action on those audiences through an integrated marketing platform.
Capture and organise your data.
Data is typically housed in silos across different systems. And different teams own the success of the data from these disconnected systems. You need to bring together and organise all your data to reveal audiences and segments that all of your teams can use. A DMP helps marketers combine disconnected datasets, so you can ensure that every customer gets a consistent and personalised experience, no matter where they interact with your brand.
You can collect and organise data from various channels, using aggregated data to improve and personalise customer experiences. Whether you rely on your own first-party data sources, second-party partner data, third-party data or a mix of all three, you can bring information together seamlessly with a DMP such as Adobe Audience Manager (AAM). Build upon your internal data by syncing with outside sources to create a unified profile of your most valuable customers.
With the right data management platform, your audience data stays protected. Adobe Audience Manager has built-in tools that allow tight control over how data is shared with agencies or within your own organisation. Data Export Controls help you to maintain data integrity. No personally identifiable information (PII) is stored in Audience Manager. You have ownership over customer ID management, ensuring that Adobe can’t reverse-engineer your data.
Create profiles, audience segments and lookalike audiences.
Once data is collected and organised, you can drill down deeper to create audiences. Traits that may be common among different audiences, such as age, gender or behaviour, are quickly identified. With the advanced audience segmentation capabilities of AAM, you’re able to group traits into rich customer profiles for stronger targeting and personalisation.
While you segment your audience, you can add different variables to determine what drives the most conversions. Use rules-based customer attributes like online behaviour or demographics to build niche audience segments. Divide millions of data points into recognisable segments, refining your data down to an exact audience target. Once you define targeted or high-value segments, you can serve them more personal and relevant content.
Audience Lab, a feature within Adobe’s DMP, gives you the ability to split your audience segments into mutually-exclusive buckets, allowing you to manage those segments independently. For example, if you have an audience segment of females living in New York with a college education, you could split that segment into two identical but exclusive groups to use for testing.
When you identify one high-value audience, you’re able to find more by building lookalike audiences that share common traits or behaviours — a process that might otherwise remain hidden. This allows you to reach new audiences that match your best customers.
It can be challenging to ensure that users in test groups don’t overlap. With robust reporting tools within Audience Manager, you're able to view audience overlap or trends that can help to sharpen your targeting. Publishers, marketers and agencies all have the capability to examine what works and what doesn't.
Manage and share audiences for better results.
Once you've created your audience segments, you can share those groups across your marketing organisation. Send segments to different solutions within the Adobe Marketing Cloud or out to outside marketing platforms beyond the Adobe Marketing Cloud to improve your marketing strategies and tactics.
For example, you can test ad creative in Media Optimiser to see which version gets the highest response from your male audience, ages 25 to 35, who are self-employed professionals. If you're using a platform outside the Marketing Cloud, you're able to seamlessly move your audience segments without risking privacy concerns.
A DMP helps connect the audience journey across platforms, channels and touchpoints. Target with confidence, avoiding disconnected, frustrating customer experiences. You'll transform data into audiences hungry for your content and products.
You can easily target specific profiles on a variety of marketing platforms. Through audience activation within a DMP such as Audience Manager, you're able to achieve multiple objectives:
- Faster time to market. Direct integration with Adobe Marketing Cloud translates into easier audience management across channels.
- Responsible marketing. Data Export Controls help manage where your data is used, reducing privacy concerns.
- Scaling with ease. An API Framework allows you to easily develop and integrate Audience Manager into any of your marketing solutions without the need for large IT teams.
- Managing outside data without hassles. You can buy and sell second- and third-party data in Audience Marketplace quickly and securely.
- Customising audience IDs. You can incorporate your customer IDs through ID mappings and associations, so you're able to use legacy systems.
The value of a DMP is about more than just counting eyeballs. The data you collect — from your internal sources and beyond — is one of the most valuable assets you have. It allows you to target more effectively and create more compelling and personalised experiences. It allows you to build trust by understanding your customers' needs. And it helps you to advertise smarter, improve your content and generate more revenue with scarce resources.
Adobe can help.
Data management is critical to audience engagement. Adobe Audience Manager gives you the tools you need to power your marketing strategy with an useful identity management strategy. You're able to confidently deliver the right message to the right consumer on the right device at the right time.