Companies adopt DMPs for many reasons. Adobe’s DMP, Audience Manager, is a leading DMP that has helped numerous businesses to integrate data from their existing marketing stack to build a holistic view of their customers and improve customer experience.
According to the Forrester study, The Total Economic Impact of Adobe Analytics and Adobe Audience Manager, companies report a 210% return on investment and a 42% increase in upselling. With figures like these, the value added by Adobe Audience Manager is clear.
Sky, an UK media company, wanted to avoid bombarding existing subscribers with online acquisition ads. So, the brand used a DMP to improve customer experience and make media spend more efficient.
“The ability to identify those people and exclude them from any prospect activity did not just drive efficiency but also led to improved brand metrics,” explained Sandy Ghuman, audience targeting consultant at Sky. “Being able to identify our customers online wherever they are, also enabled us to customise their digital experience,”
Belgian retailer A.S. Adventure wanted a DMP to increase customer value and to maximise returns. With a range of systems already in place, they unified data into a single customer view. They created smart segments and used them as the basis for the rest of their systems—and communications.