Blogs

In last 18 months, we observed a large % of mid-size to large online businesses invested either in a vendor-neutral Data Management Platforms like Tealium or Ensighten or, opted for the marketing cloud based enterprise DMP platforms like Adobe Audience or Oracle BlueKai. We are predicting a similar trend this year too and expecting a surge in this investment. Here are some QUICK TIPS for choosing a right DMP Solution for your organization:

• First and foremost, whichever DMP solution you pick, it should not only allow you to leverage the FIRST PARTY COOKIE data coming from different devices (Desktop Website, Mobile Website and Mobile App) but, also allows you to enrich your audience profiles by stitching the Third Party Cookie data.

• Secondly, the DMP solution should have outbound data connectors for exposing the audience profiles to the known DSPs and Ad Serving Platforms.

• Thirdly, the DMP solution should allow you to export the audience level data to your own cloud storage so that; you could run statistical models on top of it or, simply build sexy looking visualizations using Tableau/QlikView. It should allow different export formats and work with both Amazon S3, RedShift and Google Cloud Storage.

• Fourthly, the DMP solution should allow you to leverage the audience profiles via UNIVERSAL DATA LAYER for personalizing the consumer experience on the website and mobile apps.

• Fifthly, the DMP solution should be able to handle and interpret the Mobile App traffic and provides a mechanism to stitch the Desktop and Mobile traffic. Most of the DMP solutions in the market don’t have better capabilities around Mobile App space.

• Lastly, the DMP solution should be scalable and have a robust platform.

Looking forward to hear the perspective of my other DAA friends.

Happy Reading:-)