Emarketer:dmp to help advertisers solve big data processing problems

DMP (data management platform) helps advertisers gain actionable insights

In digital advertising, big data and data management platforms (DPMs) are still promising. DMPS allows advertisers to use their big data to make more flexible and effective marketing decisions.

Data management and analytics are industry challenges

Even when brands use big data to portrait their potential and existing customers, most brands will find it challenging to extract cross-channel insights from their data.

Ziff Davis found that 49% of global companies surveyed had implemented data management strategies in the fall of 2012. According to Robert Half technology, only 23% of U.S. CIOs say they are collecting data such as demographic traits or buying habits. Even in such a small proportion, only 46% of people have resources or systems to analyze the data they collect.

Big data processing is not easy

In layman's terms, big data can be the first party user information, third-party audience data, offline purchase data, network advertising behavior data, activity analysis and so on.

Integration of these retail data from social media, activity analytics, offline or third-party channels is a challenge. Big Data Solutions provider Infochimps survey It practitioners in North America found that 83% of respondents said the information they handled was the biggest challenge to big data, followed by management information (42%) and analytical data (41%).

Figure: North American IT industry's biggest challenge: processing data (83%), Managing Data (42%), analyzing data (41%)

DMP is ideal for consolidating data, analyzing data, and forming an insight platform

If the data is a marketer's cash, then DMP is the bank. Big data can be stored and standardized here, so that each data table can be linked to a single user or audience segment. Once standardized, marketers can use this information for multiple purposes, including at the marketing level or across the company level.

DMP can store large amounts of structured and unstructured data, such as social network data. When this data comes in, DMP can standardize and build a larger and more detailed user or audience data that marketers can use.

DMP This ability to absorb first-hand, second-hand or third-party channel data and organize it into valuable user segments makes it an ideal audience orientation tool. These features are also key indicators of the U.S. marketing industry's assessment of DMP.

Figure: DMP Core Competencies: integration of primary or third-party data, segmentation, digital data collection, audience analysis, data storage, cross-channel transfer of data, modeling, traditional and digital data integration capabilities

In addition to the organizational capabilities of user data, DMPs is also the preferred tool for marketing evaluation, whether data or cross-platform. Through continuous analysis of users, advertisers can take these data insights into the next campaign.

Emarketer:dmp help advertisers solve big data processing problems