In marketing, we hear a lot about DMP, or data management platform, but only a few of us know exactly what that means. In order to demystify this term, we will review how a DMP works, how it relates to you, and how it can benefit you.

In a nutshell, the data management platform is an activatable database that allows you to trace your clients’ journey, improve your knowledge of them, and better target your audiences.

Now how does this DMP work?

First of all, the DMP captures data. Through the use of Cookies, the DMP collects the behaviors of your prospects when they are browsing the web/mobile and the way they react to your campaigns on different media. These data are called “First Party Data”. Then you have “Second Party Data” which is about your partners’ data on your marketing campaigns. Finally, «Third Party Data» concerns data that has been collected and can be purchased.

The DMP therefore captures customer data from multiple sources. However, there are of course strict regulations to respect the privacy of customers (especially in the B2C domain).

After capturing all this data, now is the time to analyze and unify them by creating different audiences & segments based on your criteria.

DMP allows you to target your audiences with rich behavioral data. Analyze the different profiles of your customers/potential customers in order to target them according to their preferences and intentions.

You can also create «Lookalike audiences» when the DMP is integrated with your CRM, as is the case with Salesforce Marketing Cloud. This allows you to target people similar to your segmented audiences.

salesforce dmp data management platform marketing cloud

After capturing and unifying your data, it’s time to activate them! Whether you want to use your data on a display network, for emails or any other campaign, your targeting will be even more accurate. Let’s take the example of emails: depending on the click through rate, open rate and reactions of each customer, your emails can be sent at the times when the customer will be most likely to be receptive to your messages, and therefore to react positively. Your data is also useful for retargeting.

As for the display network, you now know the interaction channels favored by your customers, the content they prefer, and you can therefore offer them content in line with their preferences by segment, at the most convenient time.

How can DMP benefit you?

You can better target your advertising messages on the internet, and have more personalized interactions with your customers and prospects. Your knowledge of your customers and all the information you have collected about them allows you to launch more targeted campaigns. It is therefore a gain of both time and money.

Also, the collected data are constantly renewed according to new information which allows you to have a personalization in real time.

Like everything else, a DMP has its limits.

A DMP primarily uses cookies to collect browsing information about your customers, and cookies are not eternal. So you have to be careful that your data is up to date. Also, the cookie doesn’t identify a user but a specific browser. For example, if several people in the same household use the same device, they will have different navigation habits and preferences, and the DMP will not be able to recognize them.

Also note that it takes time to see results. So you need to be patient and to have a well-coordinated project.