Outshine the competition with modern data management.

Learn how the data management platform (DMP) has evolved to help businesses unify their data and create valuable, personalised customer experiences.

With increasingly savvy customers, online experiences must be highly relevant and personalised at all times—whatever the channel or device. And, data is the way to do this. But that’s only half the story. You also need data management software that brings all your data together. What’s more, to understand your customers and stay relevant, you need software that bridges the gap between anonymous and authenticated customer information.

of enterprises currently use a DMP.

This is where a data management platform (DMP) comes in. 

According to Gartner’s 2017 Marketing Technology Survey, more than 50% of enterprises currently use a DMP. 

With the right DMP, you can stitch together data from different sources and transform it into actionable insights on how your customer segments behave. 

And now, with modern DMPs that utilise and integrate data from other systems—including customer data platforms (CDP) and CRM—you can really join the dots on your data.

Watch how Shelley Wise, Director of Brand Marketing at Princess Cruises, harnesses data with Audience Manager to improve experiences and optimize campaigns.

Connecting the customer journey.

Imagine a customer visits your website. Your web team collects data about the visit and tracks the user with cookies. Your email team collects signup data and records how they react to content. Your e-commerce team collects data on their transaction. And your social media team records their review. This is a simple example with just four touchpoints. But it clearly illustrates the danger of working in silos. And fragmented data makes it impossible to deliver a consistent, coherent user experience. 

These are the problems the DMP is designed to solve.

What data management platforms do.

A DMP is a data lifecycle management tool, designed to complement other systems, including your CDP.  Its original role was to increase the efficiency and effectiveness of media buying. The DMP took first-party audience and campaign data and augmented it with second-party data from media partners and third-party anonymous behavioural data.  Since then, the DMP has grown in scope. Now it builds a single view of the business’s customers based on all this data, and groups these profiles into audience segments for smarter targeting.  Insights are shared across the organisation and actioned in real time. And with every iteration the DMP adds more data, enabling better personalisation and targeting. 

Bringing data together from across the business to feed into the DMP encourages people to think holistically. They learn to collaborate better and understand the bigger picture. Combine a DMP with analytics into an even more powerful tool for attribution modelling. By using data from the entire customer journey, you can start to optimize allocated budgets for all of your channels.

With data comes responsibility, especially in the post-GDPR world. Consolidating your data with a DMP will help you make sure you’re always compliant. Plus, when you set up your business and data for a DMP, you’re also setting them up to work with AI automation.

"They learn to collaborate better and understand the bigger picture."

— Thomas Vaarten, Digital Director, A.S. Adventure

DMPs in action.

"The DMP needs to evolve to be the centerpiece in which communication is starting with a customer across all departments."

— Thomas Vaarten, Digital Director, A.S. Adventure

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, a 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.

And as their digital director, Thomas Vaarten, points out, a DMP can do much more. “The DMP needs to evolve to be the centrepiece in which communication is starting with a customer across all departments.” The real value of a data management platform is as the foundation for a customer-centric business.  As well as enabling companies to segment their audience in both simple and sophisticated ways, it breaks down data and organisational silos.  Working alongside existing systems, like a CDP, it gives a more complete and unified view of the customer. And it makes the whole company think about their impact on the customers’ experience. 

Read Evolution of the DMP to learn more about how a modern DMP can help organisations improve the customer experience.

Adobe can help.

With Adobe Audience Manager, you can turn fragmented data from any channel or device into meaningful audiences right away.