Over the last couple of years, there has been an explosion of data, leaving marketers with more information on consumers than they can convert into action on their own.
The challenge for them isn’t finding a data management platform (DMP), it’s finding one that helps to achieve the organization’s business goals. When building a DMP (or adding DMP to an existing platform), it’s much more than just creating a system to gather and organize data, it’s building a platform that provides the proper insights to enable marketers to make data-driven decisions across a complex web of interactions.
We are working with many of our customers to build out innovative DMPs combining cross-device, location, and predictive data to segment audiences and drive campaigns. Here are three data management platforms on our radar who go beyond standard fare.
Krux bills itself as a next-generation Data Management Platform (DMP) that unifies people data from multiple screens and sources, analyzes the data to identify and understand individual preferences and expectations, and activates the data across every channel in ‘right time’ and ‘real time’. Krux’s architecture delivers “on-demand data insights” that are actionable and help businesses sustain a virtuous cycle of valuable customer experiences.
Building a data management platform that can identify and understand individual preferences and expectations is very important. Marketers are not only looking for these insights, but they want them as quickly as possible. Building a platform with these features that can get these real-time results is top billing for 2016.
The Oracle Data Management Platform core features:
Audience data management
Audience data marketplace
One of the most interesting aspects about this data management platform is it provides the ability to predict which target audiences will drive the most revenue.This is hot topic for marketers giving them exactly what they need to develop marketing strategies geared toward specific ROI objectives. Another interesting feature is the data activation. Not only does this feature give marketers the ability to target audiences across channels – like search, social and display, but also immediately through activation partnerships (DSP, publishers, etc.).
The Rocket Fuel DMP centralizes and activates data from all channels. With sophisticated audience building, proprietary modeling tools, and rich audience analytics, marketers can more efficiently engage audiences across display, mobile, video, offline CRM data, website, and email marketing. The platform core features allow users to:
Gain full view of their customers
Build sophisticated audiences
Inform next best marketing action across channels
An interesting aspect to this DMP is the level of personalization across both brand and direct response campaigns across all devices. Building a personalized feature such as this will set any DMP apart from its competitors.
Personalization is undoubtedly the premier objective for marketers in 2016. With a reported 56% of U.S. marketers currently using DMPs and only half of them satisfied with results, according to Forrester Consulting, the market is prime for innovation and expansion.