Source - http://www.knowonlineadvertising.com/programmatic-buying/data-management-platform-dmp/

1. Data
Management
Platform
IT’S ALL ABOUT DATA…
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2. Definition?
 General Definition:
A centralized system to collect proprietary data, integrate with third-party data
and applying that data to an advertising strategy. An advanced data
management platform allows users to create custom segments, predict segment
volumes, synchronize the segments with other sources, to overlay advanced
analytics and is often integrated into DSP platforms or a part thereof.
 Simple Definition:
A platform where data's are saved and managed which later on is used to
predict purchase intent, make comparisons and majorly on advertising strategy.
The platform allows a company to host a single point of all behavioral, business
and advertising data in order to analyze issues based on business-as
personalization of offers and customer satisfaction.
 Technical Definition:
DMP (Data-Management Platform) data management platform, is the dispersion
of the first and third-party data integration into a unified technology platform
where then data standardization and segmentation is done so that users can put
these results to the current subdivision.
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3. Scenarios with or without DMP
 Before DMP or when data's were not saved:
 You can probably put ads served to a group of people
 May cause delays, but still costing
 Unable to track people willing to buy
 After- new data collection techniques were later applied:
 Through the record, you know the user's exact preferences
 Precision lock single user investment and advertising
 You can track user purchase intention to continue lure them
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4. DMP's core elements include:
 Data integration and standardization capability: The unified
approach, the parties to absorb data integration.
 Data management capabilities breakdown: To create unique
and meaningful customer segments, effective marketing campaigns.
 Functioning data labels: Data labels provide the flexibility, ease of
use of marketing activities.
 Self-service user interface: Direct access to web-based data tools
integrated web interface or other programs, functions, and several
forms of reporting and analysis.
 Relevant channels connected environments: Integration with
relevant sources, including websites end, display advertising, e-mail
and search and video, allowing marketers to find, locate and deliver
highly relevant sub-groups of marketing information.
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5. What are the specific duties of
DMP (Data Management
Platform)?
 Record Data:
 Traffic Sources
 Cookie
 FB id
 Operation Record
 Save Data:
 All the data collected are segmented and saved for analysis
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6. What are the specific duties of
DMP (Data Management
Platform)?
 Analyze Data:
 Analysis, sorting out the visual information chart with statistics
 Identify Target:
 Mining goal
 Finishing population
 Management portfolio
 Provides objective
 Provide a target for DSP
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7. What are the specific duties of
DMP (Data Management
Platform)?
After obtaining screening target analysis, it will continue the
following processes:
 Customized ad delivery - Due to advances in technology, and
now you can lock a single user to vote customized ads,
advertising better than natural.
 CRM Customer Relationship Management - This is actually a
concept of customer management, order conversion cycle to
master and user habits, and then formulate advertising
strategies.
The end result is: To enhance the accuracy of advertising!
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8. Types of DMP (Data
Management Platform):
 Open DMP - Open DMP consists of data related to website visitors,
demographic data, interests, audience data, advertising related
access data, etc. Advertisers (operating companies or agencies are
given access to this DMP)
 Private DMP - In addition to the area of open DMP, aggregates the
proprietary of marketing data such as purchase information, user
profiles, various promotion results, etc.
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9. DMP (Data Management
Platform) Issues:
 Lot of data maintenance
 Security and privacy concerns
 Considerable amount of cost and time spent during
implementation
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10. DMP (Data Management
Platform) Working:
 DMP consist of three phases:
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11. DMP (Data Management
Platform) Working:
 Aggregate phase – In this phase data is collected from multiple sources like
first party i.e. website, third party, offline data, transaction data, etc. To collect
these data placing a tag on the site is the first step
 Integrate and Manage phase – After the data collection its integration and
management is done. Basically this phase is divided into four stages
 Storage/warehousing: In this stage only the storage process is done
 Normalization: Data identification between own and third party is done, all the
data refining process is done in this stage (all the data collected are not
necessarily important and useful)
 Selection/Segmentation: The division or segmentation of data is done as per
specific rule or common parameter in this stage
 Analysis and Decision: Complete analysis of the data is done thereafter the
evaluation of data is done in this stage
 Deploy phase – In this phase deployment can be done using the data.
Reaching to this phase means data is now transferred to information which can
be used to form advertising strategy, or business strategy or in any decision
making.
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12. DMP (Data Management
Platform) Advantages:
 DMP has main 6 major advantages over manual data
management, let’s know them all –
 Data Integration is possible
 Scalability (Supports the processing of large amounts of
information)
 Speed & Accuracy (It can be processed at high speed with the
use of cloud)
 Flexibility (It can be designed to suit a particular purpose by the
platform)
 Analysis & Discovery is easy to do
 Robustness (Provides secure platform)
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13. DMP for Marketer vs DMP for
Publisher:
 When classified by the difference of the user of the DMP, it can
be divided into two:
 DMP for Marketer – It is a case of using the DMP for the purpose of
marketing their products and services
 DMP for Publisher – Here it is used with the purpose of raising
advertising value by showing ads to relevant users or database of his
site. E.g. to improve the efficiency of advertising by changing the
message of the advertisement from the user's profile i.e. different for
male and female
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14. THANK YOU…
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