Easy Media CTO Chenghua: The advent of large Data transformation era

Easy Media President and CTO Chenghua

Master of Computer Science, Georgia Institute of Technology

Worked as the global chief engineer for ebay

Paypal Billing Chief Engineer

Mr. Chenghua has joined the easy media since 2007 as chief technical officer. He is a member of the founding team of Easy media.

Prior to this, Mr. Chenghua worked as chief engineer at ebay and PayPal and worked for a number of technology companies in the United States, with extensive experience in Internet product design and management of large system operations.

Mr. Chenghua graduated from Tsinghua University in Computer science and technology, and obtained a master's degree in computer Science from Georgia Polytechnic College.

Over the past two years, the concept of "cloud computing-Big data" has been fired up, along with the "Hot First" DSP (Demand Side Platform, the advertising demand side platform), DMP (data Management Platform, management platform) also slowly surfaced. DMP and the entire Network advertisement accurate marketing transformation, is becoming the big data age has the clear business development path and the huge profit potential domain.

With the concept of DMP more and more fire, more and more network advertising companies to open up or transformation, there are many entrepreneurs crowded into the field, including the major consulting companies, DSP advertising platform, DMP technology providers. But many advertisers/agencies are still puzzled by this seemingly unfamiliar word: what is DMP? What value can DMP bring?

Let us first answer the first question: what is DMP?

DMP, the full name is "Data Management Platform", literal translation is "the Database management platform". For advertisers/agencies, such as demand-side services can be DMP through data collection, data mining, visualization analysis results, guide marketing decisions, but also through the use of data and distribution, to help improve digital advertising results.

Data collection: DMP can be integrated online across the screen data. Online data usually include display ads, search ads, SEM, official websites, active sites, electronic business sites, social data, APP data, third party online data, etc. Offline data usually refers to CRM data, third-party offline data, etc. The data collected should be processed in a homogeneous and perfect behavior trajectory of each user.

Data mining: Based on a variety of dimensions (such as population dimensions, media dimensions, content dimensions, etc.), establish a variety of model analysis data, and gain insight reports. For example, the analysis of a network of individuals under the website of a single group of people, you can outline the profile of the brand online shoppers, the analysis of the ROI of different media, can get the performance rankings of the media, analysis of the content of social channels, can understand public opinion and user preferences.

Data application: The application of data to the ground is an important part of the value of large data. After the target audience is locked by modeling analysis, The Advertiser/agent can use the programmed purchase platform with DMP to target the audience directly, not only improve the efficiency of the media purchase, but also really do the audience purchase, thus effectively improving the digital marketing effect. In addition to direct data distribution application, data Insight itself can guide product innovation and marketing methods of innovation, and ultimately enhance the competitiveness of enterprises.

After understanding the definition and functionality of DMP, we can look at the second question: What value can DMP bring to advertisers/agencies? In real-life marketing, DMP can help advertisers/agencies to dig out the value of data, realize "big data", improve advertising marketing effect, enhance enterprise competitiveness. This sounds very mysterious, may wish to look at a few specific cases.

DMP can help advertisers/agencies to fully analyze the target audience, solve the problem of advertisers/agencies "do not know who is the brand's real target audience" confusion. For example, customers have purchased enterprise products are core users, they may be in the Electronic Business site list, may purchase online, the information of these users together to analyze, you can understand whether the core users are male or female, is the age of the main. The sample size of this analysis will be much larger than the offline research.

DMP can help advertisers/agencies find more potential users on the Internet. For example, there are 30 million users who have purchased enterprise products, and 600 million of all netizens, DMP can help advertisers find the most likely users in the remaining 570 million by analyzing the attribute characteristics of the purchased user.

DMP can guide the advertising strategy of the Advertiser/Agent company. I know half of my ads have been wasted, but I don't know which half. Advertisers are always faced with a variety of marketing channels-TV, online, mobile, online and there are vertical sites, portals, video sites and so on-where is the money to spend? DMP can establish a cross screen media channel analysis model, tell advertisers in different advertising targets, should take the choice of channels, how to allocate the budget, and ultimately improve ROI.

DMP can guide the advertising/agency company's product marketing strategy. We've all heard about Wal-Mart's classic marketing stories, beer and diapers. It is through a comprehensive analysis of massive data that Wal-Mart will bundle beer and diaper sales. Practice has proved that both sales of goods increased by 30%. DMP's analysis can help advertisers discover the relationship between their brands and other brands, thus stimulating the innovation of marketing strategies.

DMP can guide content optimization. Here the content includes the user can contact, the brand passes the various content, for instance creative content, official website content, official micro content and so on. DMP through the analysis of user interest and the classification of users, you can tell advertisers different types of users interested in what different content, thereby helping the targeted one-on-one communication.

After understanding the essence of DMP, advertisers and agencies may wish to ask themselves whether there is any confusion and difficulties mentioned above, if the answer is "yes", then there is no need to tangle and hesitate to push the DMP project.

After deciding to push the DMP project, let's take a look at what the advertisers/agencies need to pay attention to in building DMP in order to realize the realization of large data.

AD owners/agencies need to customize the exclusive DMP, that is, "Enterprise-class DMP." On the one hand, some valuable user data, such as CRM data, official website registration data, the Electronic business site's purchase data confidentiality level is very high, only professional enterprise-class DMP solutions to ensure that important data security. On the other hand, each advertiser has its own unique expectations DMP realize the value, do not need a set of all-inclusive scheme, but the most suitable for advertisers, the best cost-effective solution

DMP usually cannot be used as an independent system, and it needs to be able to maximize its value, including media planning tools, DSP, Adexchange, SEM and other platforms. To the DMP analysis results of the most efficient and effective application of good, DMP need to interface with other platforms, including media planning tools, advertising Platform (DSP), Ad exchange market (AD exchanges) and so on. DMP is like a brain and command center, through the collection of data, analysis, collation, to these platforms to release instructions to ensure that the ultimate goal of achieving. For example, DMP told DSP, which audience is the main purchase of ads, which is not to buy, truly realize audience Buying.

Advertisers/agencies need to find enterprise-class DMP solution providers with rich customization experience and strong technical strength to avoid paying tuition fees with inexperienced suppliers.

In the Chinese market, there are not many companies that can offer enterprise-class DMP solutions, and I am here to advertise the DMP. Easy Media is the early layout of enterprise marketing technology services company, we have for dozens of advertisers, agents set up the enterprise-class private DMP platform to help them implement data collection, analysis and application. Relatively experienced. In addition, our enterprise-class product layout is not limited to DMP, but includes enterprise-class DMP, Enterprise-class DSP, Enterprise-class private advertising market perfect product family. As mentioned earlier, DMP usually does not play a role alone, data applications need to fall, and the need for DSP, Ad Exchange and other platforms with joint exerting force, in order to achieve efficient digital marketing.

At a moment when advertisers/agencies expect big data to bring significant value to the business, the advent of DMP makes large data become possible, advertisers/agencies as long as the need to clarify their own needs, understanding DMP essence, to find rich customization experience and strong technical strength of the enterprise-class DMP solution provider, It is expected to grasp the big data era of opportunity to feel the beauty of technology to bring their own practical value.