Unlike before, today’s marketers have superior access to data, and this data in real has the power to paint a complete picture of the consumers they are targeting. But sadly, data resides in silos, which makes handling it as one big challenge. Data silos prevent marketers from developing a single or cohesive view of their consumers, further limiting a brands’ ability to provide consistent, meaningful, and thoughtful customer experiences across all touchpoints.
Further, customers expect effective and consistent buying experience across all channels. And without a clear and integrated customer profile available, your all campaign efforts fall flat, customers opt out, response rates decline, and your overall marketing initiatives fail.
Challenges which Marketers face in Campaign Management
- Channel overload – Starting from classics like Facebook, Twitter, LinkedIn, and Pinterest to the emerging ones like SnapChat and Instagram, there are a wealth of channels available today. Ensuring same customer experience across all social media channels is definitely not easy. You will always be at a risk and struggle to evenly spread your efforts across all of them.
- ROI attribution – Marketers struggle to identify the key metrics they need to measure, and how they should be tracked to show the true ROI of their efforts.
- Disintegrated Automation – Marketing automation technologies have gained significant popularity, but marketers are still unable to use such platforms to their full potential. The main reasons that are keeping them away are the complexities in process integration and trust in old practices.
- Ensuring Personalization – Customer activities take place across several platforms — social, web, mobile, email, e-commerce and CRM; this makes it extremely challenging to understand the context of consumer’s interaction with the company, making personalization even difficult.
How does a Data Management Platform help In Campaign Management?
The DMP offers the potential to unify many aspects of campaign planning and audience activation. It also helps in media delivery, tracking, and optimization. Let’s take a look at how a DMP can actually help in campaign management.
- Audience Planning and Understandings
DMP being one powerful planning tool, allows you to profile and analyze your target audiences (1st, 2nd or 3rd party audiences) prior to targeting. It provides a compositional analysis by representing key demographic angles, as well as interests, behaviors, and actions your audience is taking online. Basically, DMP provides a 360-degree view of an audience and allows you to answer the – who, where, why and how of the audiences you decide to target.
- Audience Targeting & Stimulation
Audience activation stereotypically falls under three different categories:
- Pro-Active Targeting – Looking to recognize a group of audience based on their demonstrated attributes and behaviors to target them with advertising.
- Suppression Targeting – Looking to recognize a group of audience based on their demonstrated attributes and behaviors to actively exclude them from targeting.
- Dynamic Personalization – Looking to recognize a group of audience based on their demonstrated attributes and behaviors for dynamic personalization.
- Campaign Tracking & Optimization
Monitoring and understanding the overall performance of a campaign is crucial for efficaciously driving its objective and also improving its overall probability. DMP provides directional insight with respect to audiences or behaviors which need to be aggressively targeted, and the ones which should be set as exclusion audiences within the activation channel. DMPs also offer the capability to edit your audiences which help in increasing the overall effectiveness of the campaigns. This means audiences can be created, omitted and corrected in the middle of the campaign. DMP also helps to find look-alike and act-alike audiences who are most likely to take action on your campaigns, this ensures greater reach for your campaigns.
- Post-Campaign Examination
With a DMP, you are able to understand how your campaign has performed, and which audience segment was particularly strong or weak in driving a pre-defined set of KPIs.
DMP generates visions into campaign delivery metrics across multiple devices and platforms. It also tells you exactly which users were exposed to the campaign and who contributed towards the KPI. DMPs also help in producing a holistic profile analysis on the users based on their engagement. It generates valuable reports which provide an overview of the overall campaign performance.
Benefits a DMP Brings For Campaigns
- Learn More About Your Audience – DMP offers audience insights and analytics which are indispensable to learn more about your target audience to understand what really drives them to make purchases.
- Single Customer View (SCV) – Provides an aggregated, consistent, and holistic representation of customer data collaborated from customer’s engagement across different touchpoints.
- Content Personalization – Create audience segments and use them to personalize your visitors’ overall experience by showing content which is of most interest to them.
- Boost Conversion Rates – Generates insights on your consumer’s journey which can improve campaign’s click-through rate (CTR) further driving more visitors and boosting conversions.
- Increase the Reach – Analyse the seed audience (the pre-defined customers) and find new potential customers identical to the seed audience in order to increase the reach of the campaign.
Digital marketing is an evolving industry and demands a cross-channel approach to connect and engage with customers. Hence, for creating relevant messaging for your audience you need to unleash the hidden potential of your accumulated data which can be made possible with data-driven marketing tools like Data Management Platform.