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Top Data-Driven Marketing Trends We're Keeping An Eye On - Act-On Blog

Top Data-Driven Marketing Trends We're Keeping An Eye On - Act-On Blog | The MarTech Digest | Scoop.it
Focus on the Customer Journey

Hyper-Personalization and Account-Based Marketing

A Greater Focus on Predictive Analytics
CYDigital/marteq.io's insight:

DMPs should be number 1.

 

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This news comes to you compliments of marketingIO.com. #MarTech #DigitalMarketing

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Demystifying the DMP - MarTech Advisor

Demystifying the DMP - MarTech Advisor | The MarTech Digest | Scoop.it

"Myth #1: A DMP is just another way of describing a marketing database
A DMP does not store any type of Personally Identifiable Information (PII). DMPs store a variety of IDs such as a customer ID, hashed email address, device ID and 3rd party cookies, but transact the data, with other platforms, mainly at a cookie id level. 

 

Myth #2:  A DMP is the same thing as a DSP
The DMP is used to store anonymous audience-level data. It helps marketers and advertisers to analyze customer data to better target offers, messages, and personalization. However, the DMP does not perform any type of online ad buying. This is the role of the Demand Side Platform (DSP). The DSP is responsible for the ad purchasing through its integration with multiple ad exchanges.

 

Myth #3:  Every business needs a DMP
Bottom line… most businesses can benefit from a DMP.  However, it’s a matter of timing for the organization based on their marketing roadmap and their journey of data-driven marketing. 

 

Myth #4:  Only digital advertisers benefit from a DMP
First and foremost, the DMP platforms have evolved beyond just audience management. Best-in-class DMPs help the marketers with both planning, insight generation. One of the most powerful, and often under-exploited, uses of a DMP is its ability to create personalized messages, offers, and experiences in other channels beyond online advertising.  Most specifically within the organization’s 1st party websites.

 

Myth #5:  All DMP platforms do basically the same thing"

CYDigital/marteq.io's insight:

In the age of ABM, I'm not certain DMP is a requirement.

 

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Why DMPs must be deeply integrated in tomorrow's marketing stack - Econsultancy

Why DMPs must be deeply integrated in tomorrow's marketing stack - Econsultancy | The MarTech Digest | Scoop.it
So, when I am asked, what is the future of DMPs, I say that the idea of licensing something called a “DMP” will not exist in a few years.

DMPs will be completely integrated into larger stacks that offer a layer of data management (for both known and unknown data) for the “right person;” an orchestration layer of connected execution systems that seek to answer the “right message, right time” quandary; and an artificial intelligence layer, which is the brains of the operation trying to figure out how to stitch billions of individual data points together to put it all together in real time.
CYDigital/marteq.io's insight:

Visualize your Marketing Stack. marketingIO will analyze your marketing technology and deliver a visual of your MarTech Stack. Free. Go here: http://go.marketingio.com/stack_analysis 

 

#MarTech #DigitalMarketing

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How to take a more data-driven approach to digital marketing with DMPs - Smart Insights 

How to take a more data-driven approach to digital marketing with DMPs - Smart Insights  | The MarTech Digest | Scoop.it
Crawl, walk, run: three steps to establishing an effective DMP As digital marketers we're all too aware of the importance of data. For example, the typical. Marketing topic(s):Big Data. Advice by Gavin Llewellyn.
CYDigital/marteq.io's insight:

Ohhh an excellent article. Superb discourse on building out a DMP infrastructure, and the article needs more exposure.

 

Visualize your Marketing Stack. marketingIO will analyze your marketing technology and deliver a visual of your MarTech Stack. Free. Go here: http://go.marketingio.com/stack_analysis 

 

marketingIO: MarTech for B2B Marketers. Strategy, Software, Services, Support, Staffing.  Go here to submit RFQs: http://www.marketingio.com #MarTech #DigitalMarketing

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Isabelle Vissuzaine's curator insight, March 23, 2017 5:02 AM
Une explication simple du big data, des DMP et des acronymes du marketing digital et du data-driven. A lire sans modération !
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Where is data-driven marketing headed in 2017? - Econsultancy

1. Platforms, technology, and data are improving

These concerns are part of the reason why, as of late 2015, more than half (57%) brands have not yet implemented a DMP and most (61%) were not going to implement one in the coming year. What may alter this trend, however, is that marketers are becoming increasingly aware of the data-driven platforms and technology that is available and realize that they are improving.

2. Marketers are increasingly using data to improve performance

Along with catering for new marketing strategies, the improvements in platforms, technology and data also help marketers understand what is and what is not working. 

3. Through combining first- and third-party data, marketers will be able to allocate budget more effectively

While it sounds like a complicated strategy reserved for only those 43% of companies who have implemented a DMP, combining first- and third-party data is actually straightforward to do with the major advertising platforms.
CYDigital/marteq.io's insight:

Needed: new technology that is easy to use and integrates into the existing stack.

 

Visualize your Marketing Stack. marketingIO will analyze your marketing technology and deliver a visual of your MarTech Stack. Free. Go here: http://go.marketingio.com/stack_analysis 

 

marketingIO: MarTech for B2B Marketers. Strategy, Software, Services, Support, Staffing.  Go here to submit RFQs: http://www.marketingio.com #MarTech #DigitalMarketing

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What's the difference between CRM, marketing automation and DMPs?

What's the difference between CRM, marketing automation and DMPs? | The MarTech Digest | Scoop.it
Using a slightly dry but useful typology model, we can look at the various development stages of CRM.

  • Operational CRM: 'reengineering the customer-facing business processes and systems to ensure the efficiency and accuracy of day-to-day operations across sales, marketing and customer service'.
  • Analytical CRM: Storing, extracting, interpreting and reporting on customer data - to optimise business decisions and support customer-centricity.
  • Collaborative CRM: 'integration of the front- and back-office processes that combine to support customer interactions.'
  • Social CRM: Deliver a consistent customer experience across social media, using analytics to support customer conversations and response handling. Integration of social data with broader CRM.
CYDigital/marteq.io's insight:

CT for the CRM v MA and CRM v DMP.

 

Visualize your Marketing Stack. marketingIO will analyze your marketing technology and deliver a visual of your MarTech Stack. Free. Go here.

 

marketingIO: MarTech for B2B Marketers. Strategy, Software, Services, Support, Staffing.  Go here to submit RFQs. #MarTech #DigitalMarketing

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Why More CMOs Should Embrace Data Management Platforms - Convince and Convert

Why More CMOs Should Embrace Data Management Platforms - Convince and Convert | The MarTech Digest | Scoop.it
A data management platform provides marketers with centralized control of all of their audience and campaign data. It helps them manage and analyze this data to craft, target, and optimize campaigns that reach more of the right people and drive improved ROI.

Here are the nine reasons marketers might need a DMP:

  1. You want to manage multiple online campaigns across different devices.
  2. You need to connect all of your data—known or anonymous, online or offline, deterministic or probabilistic, user level or household—to a single individual.
  3. You want to maximize your data assets.
  4. You want to maximize segmentation and scale campaigns.
  5. You need to prevent data leakage with partners.
  6. You need to prepare for programmatic future.
  7. You want to optimize campaigns to improve response rates, conversion, and brand recognition.
  8. You want to control advertising costs and improve overall ROI.
  9. You want to and need to hold your marketing and advertising accountable.
CYDigital/marteq.io's insight:

NEW: Experience Remarkable Planning Accuracy With New, FREE Growth Hacking Tool. Go here: http://goo.gl/UjcA8x 

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What is a data management platform? (DMP) - Marketing Land

What is a data management platform? (DMP) - Marketing Land | The MarTech Digest | Scoop.it
A data management platform is software that houses audience and campaign data — yep, a data warehouse — from all kinds of information sources. In digital advertising, these sources include publishers websites and apps on which advertisers buy advertising. A DMP offers a central location for marketers to access and manage data like mobile identifiers and cookie IDs to create targeting segments for their digital advertising campaigns.

Publishers also often use DMPs to house data about their users. They can then use that information to package audience segments of their own to sell to advertisers.
CYDigital/marteq.io's insight:

FYI...

 

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Data Management Platforms Fall Short of Marketer Expectations - eMarketer

Data Management Platforms Fall Short of Marketer Expectations - eMarketer | The MarTech Digest | Scoop.it

marketingIO: One Source for All Marketing Technology Challenges. See our solutions

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Top 10 Amazing Secrets of DMPs - Gartner

Top 10 Amazing Secrets of DMPs - Gartner | The MarTech Digest | Scoop.it

Part one of 2-part series by Gartner analyst Martin Kihn describing how DMPs (data management platforms) for marketing and advertising work, in detail.


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How DMPs Are Like Famous Detectives - Gartner

How DMPs Are Like Famous Detectives - Gartner | The MarTech Digest | Scoop.it

I’ve said somewhere that a DMP is a “smart database” and I stand resolved. Storage is not the least of its functions. But let’s remember the preamble: It’s smart. It makes decisions. As a fair rule, the DMP relies on links to other systems to get anything done. It’s this existential gap between mind and body that makes the DMP among the most difficult of ad tech-mar tech systems for marketers to understand.

That doesn’t stop us from trying (yet again). let’s think of the DMP as a wonderful tool to:

  • Store, organize and update info you need for marketing and advertising
  • Build targets for advertising and rules for personalizing


Top 10 Amazing Secrets of DMPs

  1. They store data in two different ways
  2. They collect data like everyone else – with tags
  3. They need partners to do onboarding
  4. Their “user profile” is fragmentary
  5. What they call an “audience” is just a segment
  6. They weren’t designed to store creative materials
  7. They were designed to build targets for advertising
  8. They were also designed to personalize websites
  9. Most of what they do is not actually “real-time”
  10. They are better at counting than analytics


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Harte Hanks Launches Data Refinery - Direct Marketing

Harte Hanks Launches Data Refinery - Direct Marketing | The MarTech Digest | Scoop.it
Multichannel marketing services provider Harte Hanks today introduced the Data Refinery, a Hadoop-based platform that sorts large volumes of data across multiple sources in real time. The result, promises the company, is application-specific customer profiles that are based on the most current and accurate data.
A press release touts the Refinery's “flexible data ingestion and preparation” that allows for on-demand analysis and modeling and leads, ideally, to more relevant messaging based on real-time feedback. It sifts through both structured and unstructured data to select the most valuable data elements for the task at hand, Harte Hanks says.


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Data Management Platforms Point Marketers To Future Of Personalization - CMO.com

Data Management Platforms Point Marketers To Future Of Personalization - CMO.com | The MarTech Digest | Scoop.it

iNeoMarketing’s MarTech Managed Services drives more leads faster. Contact us to see how.

CYDigital/marteq.io's insight:

Basic segmentation is replaced by persona-based segmentation, which is replaced by predictive-based segmentation and predictive-based reaction, which is replaced by personalization, supported by DMPs. Closing in...

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[FREE PAPER] Data Management Platforms Demystified - Digital Marketing Depot

[FREE PAPER] Data Management Platforms Demystified - Digital Marketing Depot | The MarTech Digest | Scoop.it
Learn how DMPs can help you achieve unprecedented audience targeting precision and scale across all marketing programs.

This white paper delivers an in-depth overview of DMPs and provides actionable, useful
information for marketers and agencies hoping to implement a DMP to improve program outcomes.


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of The Marketing Technology Alert HERE

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CYDigital/marteq.io's insight:

An excellent primer on DMPs. Strongly recommend the quick registration to receive the white paper.

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Marketers Should Attack DMP Adoption in Three Phases - AdExchanger

Marketers Should Attack DMP Adoption in Three Phases - AdExchanger | The MarTech Digest | Scoop.it

Digest...


Over the past few years, we’ve seen both marketer excitement over, and actual investment in, DMPs grow significantly. Heralded as a “true audience intelligence engine,” the DMPs foundational role is to collect, manage, and activate data that marketers can use to build targetable user profiles and audience segments. But the reality is it’s not plug and play technology: DMPs require strategic focus, data savvy, and operational heavy lifting.


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of The Marketing Technology Alert HERE

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Here’s a little more information on what we address in the report:

-- >  Phase one: Requirements gathering. During this phase, it’s critical to align the organization to support the DMP, set the goals that marketers want the DMP to accomplish, and devise a plan for the collection, management, and activation of data for the platform.

-- >  Phase two: Vendor selection. To address this phase, the report examines difficulties around navigating the DMP marketplace and offers topline advice on how to think about selecting the right DMP for your organization.

-- >  Phase three: Deployment. Crucial to DMP success is to conduct a methodical roll without biting off too much data at once. Start small to avoid data deluge.

 

CYDigital/marteq.io's insight:

The report is being released by AdExchanger this week. We'll keep an eye out for it.

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5 Things You Need to Know About Data Management Platforms - ClickZ

5 Things You Need to Know About Data Management Platforms - ClickZ | The MarTech Digest | Scoop.it

Digest...


1. It's About Data

Most B2B brands now have lead scoring, and marketing automation tools, so they can take targeting to a level no social network can with their data alone. So how do you combine social data, data from your marketing automation tool, and other data sets together? Your DMP, that's how.

 

2. Self-Serve vs. Full-Service

Odds are you are using a DMP without even knowing it. If you use a tool like Demandbase, AdRoll, Terminus, or any other ad serving platform, those ads are being targeted by using their DMP.


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3. The Trend Is Growing

This isn't a pipe dream that you should expect to have in place in 10 years.

 

4. First- and Third-Party Data

The DMP allows you to combine your data with data from other data sources - your data (first party) can be melded with, or cross-referenced with, other data (third party) to give you more information than ever before. So, imagine having a list of all of your leads in stage one, and overlaying a dataset giving you all of their social handles.

 

5. Cross-Device Connecting

The IAB is working on a new type of tracking, which will allow you to track a single user across devices. With that, you could track a single person from each device they are on, and their engagements can be tied back to a central location. That location would be your DMP. So, connecting lots of different data from different places is the key of the DMP.

CYDigital/marteq.io's insight:

And this is why the LinkedIn/Bizo combination looks to be very powerful. Imagine real time appending with new information.

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Digital Marketing: Stop ignoring data and start learning | MarketingExperiments | #TheMarketingTechAlert

Digital Marketing: Stop ignoring data and start learning | MarketingExperiments | #TheMarketingTechAlert | The MarTech Digest | Scoop.it

Intermediate/ Excerpt...


One of the top takeaways: “Marketers recognize the importance of data, but aren’t widely using it to make informed decisions.” Here are the supporting facts and figures:

  • 76% of marketers agree they need to be more data-focused to succeed
  • 49% of marketers report “trusting my gut” to guide decisions on where to invest their marketing budgets
  • 72% of marketers agree that long-term success is tied to proving marketing return on investment

 

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CYDigital/marteq.io's insight:

You hire data jockeys, or you outsource to a 3rd party data management provider. You can't sit on this stuff: doing nothing is not an option.

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Chuck Taylor's curator insight, September 22, 2014 10:33 AM

The biggest challenge marketers face today is leveraging the multitude of data sources and buying channels to maximize their marketing insights.

Elise Perkins's curator insight, December 9, 2014 11:29 PM

This article talks about how data is not only changing the rules of journalism but other fields, like marketing as well. There is power in the numbers, and its about how you can use those numbers that will insure success in the future, but the old stand by no longer applies. 

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Data for dummies: SugarCRM just got stupid-simple business data - VentureBeat | #TheMarketingTechAlert

Data for dummies: SugarCRM just got stupid-simple business data - VentureBeat | #TheMarketingTechAlert | The MarTech Digest | Scoop.it

Basic/ Digest...


Popular customer relationship management (CRM) vendor SugarCRM is enlarging its data offering today by announcing integrated business data from Dun & Bradstreet (D&B).

 

D&B data had previously been available as an outside source to the software, in addition to such sources as LinkedIn, HootSuite, and in-house ERP systems.

 

This new D&B partnership is intended to provide access to data via searching instead of manual entry. Users can search in SugarCRM for, say, new prospects, click to add lists of competitors or corporate family members, or search for departmental contacts and add them with a click.

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CYDigital/marteq.io's insight:

Just a bit behind the times, as the world is starting to shift to DMPs.

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Neustar Takes Aim At Enterprise Marketing Solutions With ‘PlatformOne’ - AdExchanger | #TheMarketingTechAlert

Neustar Takes Aim At Enterprise Marketing Solutions With ‘PlatformOne’ - AdExchanger | #TheMarketingTechAlert | The MarTech Digest | Scoop.it

Neustar rolled out on Monday the beta version of PlatformOne, a product that combines Neustar’s offline assets with the online marketing capabilities of Aggregate Knowledge, which Neustar acquired last October.

 

PlatformOne merges this consumer data with Aggregate Knowledge’s technology. Through its relationships with wireless carriers and Internet service providers, Neustar has access to a large data set of telephone numbers and geolocation data. Aggregate Knowledge’s data-management platform (DMP) provides marketers with media intelligence in the online space.

 

The combined product is designed to allow marketers to find audience segments based on first-party CRM data as well as Neustar’s consumer data and analyze how a marketing campaign performed against those segments.

 

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CYDigital/marteq.io's insight:

Another step towards integrated DMPs.

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