Data Management Platforms – DMP

Data Management Platforms also known as DMPs is the new black. All media agencies are talking about. All Web Analytics vendors are talking about it. Even I have taking time to write about it (which is a clear indicator of that the interest for the DMPs is out there) So what is a DMP? A DMP is a single source for all your data to be gathered/stored for segmentation purposes, basically a data warehouse solution. Is that really it? Yup, a cluster of databases that are stitched together to make you able to segment better, based on behavior collected from third party tracking (media agencies), your own website, offline data.. It can literally be any data source. As long as you can stitch data together with a unique identifier in terms of a key/customer id etc.

Before I start off with the benefits of a DMPs, I would like to raise a flag for companies that are already investing in a DMP and hosting the license through a media agency or any agency for that matter.

First of all. I would like to say thank you to the media agencies, for advocating and encouraging their clients to invest in DMPs, but that’s about it. 🙂 Did you know, that when you sign an agreement with a media agency for them to acquire the license for the DMP, then you also say goodbye to your data? If you agree on a solution where the agency owns the DMP, and you upload CRM data to the DMP, then you are actually sending your ownership of that data directly to the media agency. If you ever want to work with a DMP, don’t pick the easy solution by trying to by-pass the procurement team or anyone else in your company. It can have big consequences for a company to give away CRM data and not know for what purpose it is used. The safest solution is to buy the DMP solution license your self, which means that all the data that is sent to you is now under your ownership, and to be fair.. it was your data to begin with and not the media agencies.

Sorry about the de-route. Back to the interesting part… why should a company invest in a DMP?

Well, there are many good reasons, also many security/privacy decisions to be made, because what you finally want to do with a DMP is profiling of your customers so you can better target them online and offline by the KIOSK.

As I see it, the DMP can help companies better understand the presence of their users from when they are online and offline. Be able to better understand which ads are generating viewings online and have a contribution to the offline sale. Really cool insights and findings can be achieved by stitching the data together.

Most people would argue that we would probably try to sell Adobe’s DMP solution because you prefer them over anyone else. Actually.. this won’t be the case this time. Even though.. I will argue, if you have AEM, Adobe Analytics/Campaign/Target, then you should definitely go for the Adobe DMP. You have an entire eco-system up and running, you are just missing out on the powerhouse that can sit on top and leverage all your data back and forth through the Adobe Marketing Cloud.

No, for this particular article, I would argue that those companies that are dependent on different setups, like Webtrends, Optimizely, salesforce etc. that Tealium has an offering that looks really interesting and might make the “buy-in” a bit cheaper than other competitors out there. Tealium is known for their Tag Management system, by far one of the best tag management systems you can buy these days, if you need to implement multiple tools on to your website, but Tealium is more than a Tag Management, it’s also about Data Management. Tealium’s DMP is named Audience Stream and has a simple interface that makes stitching data together a piece of cake. I was quite surprised by the ease of use and how it manages 3rd party data from your own Data warehouse.

Audience Stream let’s you create rule that can be used in the tag management system. For instance, you might be merging CRM data from online and offline, with a unique user id. On top of those data sources you could build a rule defined as: Visitors that have unique user is set to “exists”, and has subscription type “Platinum”, execute this modal on the second page with a unique offering. All this can be achieved inside Tealium.

Audience Stream is straight forward to use when you already have Tealium Tag Management in place. Furthermore Audience stream allows you to send data from your CRM etc. to audience stream server via SFTP, which is a good indicator of that your data is secure under the transfer.

Audience Stream has also introduced Connector marketplace, which allows 3rd party tools to connect to the data that is collected with audience stream. This feature is important, as it makes your A/B testing tool like “Optimizely” do something you have defined on data from Audience stream.

Tealium audience stream

If you have any questions or need help with your Audience Stream setup, feel free to contact us.