Having a DMP is like being at the forefront. To not have one is to be late. However, is this really the case? For beyond a fad, it is a human and financial investment that deserves to question its relevance and what we really expect.
The advent of the DMP echoes the ambition of the brands to better manage their media investments, to better understand and activate the routes, including digital. But does this make any announcer the ideal candidate for operating a DMP?
To have a DMP is first and foremost an opportunity: to collect, analyze and activate visitors’ itineraries, still unknown until recently. In this sense, if a significant portion of your web traffic is unlogged and not derived from a CRM message, then the DMP proves to be a real asset in building a qualified audience.
On-boarding CRM has considerably democratized, without being a panacea. Reasonably, the on-boarders of the market manage to make registered 20% to 30% of audiences: an impact, certainly not negligible, but still quite limited. The major challenge is the economy achieved in the media, focusing on relational levers. GAFA and other key players in data are still holding back the activation of advertisers’ DMPs
These giants of the data privilege the use of their own audience pool, their own scoring mechanics, their own activation tools. Trades evolve, tools too. Our new data scientists must now master a wider range of technologies – such as Python or R – to exploit this type of data. The subject of the resources and skills necessary for the exploitation of the DMPs has become a real prerequisite for intelligently apprehending these new projects.
Every self-respecting marketing professional thinks and builds strategies on customer journeys. Why, then, continue activating the targets on last click mechanics, as if the last click was a signal representative of a whole route? Especially when the DMPs, they, to have a much more holistic approach to the course and thus to identify the most relevant triggers.
Finished the time of the unique creative asset, it is now necessary to consider mechanical DCO (dynamic creative optimization), since who says to understand a multitude of courses, said to be able to provide a multitude of messages to different targets on bases of templates. At a high level of multiplication, human intelligence may even need artificial intelligence support.
Last but not least, it can happen to build non-performing routes by exploiting a DMP: the issue of tracking for performance monitoring is then more than ever essential. This multiplicity of identified and animated routes requires dynamic tracking and precise KPIs to follow in order to enter a continuous test & learn the process. Thus, if you are an advertiser with a significant portion of the traffic is unidentified, you do not control your distribution network but want to accelerate your customer knowledge strategy, you believe that industrializing the creation can be done in the respect of brand branding, or that you invest heavily in digital media budget then YES, a DMP could be a real added value in your data ecosystem, provided you take the subject from a strategic angle before initiating any approach of equipment tools .