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DMP Dictionary 35+ Terms Every Marketer Should Know

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In the recent years, Data Management Platforms (DMP) have become at the very top of every marketers’ technology wish list. DMPs can create a more holistic and complete view of a customer and can unveil new insights and opportunities to an organization. That said, with every newer technology there are new terms and concepts that one must understand to effective execute new strategies. This guide covers the most common DMP related terms a marketer needs to know in today’s digital landscape.


At the same time, if you find yourself being a bit overwhelmed with all of the 1st 2nd or 3rd party data targeting options from, I'd highly recommend using a service like ClearSegment to understand various data providers - it's data collection methodologies as well as their individual segments. https://clearsegment.com/

Published in: Marketing

DMP Dictionary 35+ Terms Every Marketer Should Know

  1. 1. THE DMP(Data Management Platform) TERMINOLOGY GUIDE 35+ TERMS EVERY MARKETER SHOULD KNOW
  2. 2. Data Collection
  3. 3. x x x x x Data Collection COLLECTING DATA IS ESSENTIAL FOR A DMP TO FUNCTION Web & App Sources Site traffic, event tracking, app users (Mobile / Desktop) Programmatic Platforms Impression level data, conversions, video views from DSPs, Ad Server (Google AdWords) NOTE Other data collection tools can track data too, only a DMP can ingest a broad range of data sources and draw information from it. Marketing Platforms Content interactions (eMail, Web, Social) Offline Sources Offline CRM Systems, ERP systems or Point-Of-Sale / transaction systems Other Data Collectors / Vendors / Partners Data shared with partners / affiliates or 3rd Party data vendors (allowing to enrich data sets)
  4. 4. Collection Methods A DMP CAN GO BEYOND THE COOKIE LEVEL DATA xJavaScript Tracking Tags Tracking Pixel (1x1) Raw Databases C, etc.) Server-To-Server (S2S) Mobile SDK
  5. 5. Data Normalization ONCE DATA HAS BEEN COLLECTED ITS TIME TO “NORMALIZE” 1 Gather IDs Delete redundant or useless data Transfer the source’s data schema to the DMP data schema Enriching data with additional data points 2 3 4 NOTE The Data normalization and enrichment stage provides two main Benefits. It organizes various data sets into a common format and improves data value and quality.
  6. 6. Data Enrichment AFTER THE NORMALIZATION STAGE, EACH USER IS ASSIGNED WITH A UNIQUE ID AND CONNECTED TO ITS EXCISTING ATTRIBUTES. ATTRIBUTES CAN INCLUDE THE FOLLOWING: Age Gender Location Browser History Interest Purchase History
  7. 7. Profile Building PROFILE BUILDING IS AN ESSENTIALS PART OF THE NORMALIZATION AND ENRICHMENT PROCESS, AS IT IS RESPONSIBLE FOR TRANSFORMING THE COLLECTED DATA INTO EVENTS AND PROFILES WHICH ARE CURTAIL FOR SEGMENTATION Incoming events / attributes Existing Profiles Outcome of the mergers Cookie ID: #001002 Email: Muffin@gmail.com Event type: Signin Cookie ID: #001002 Interests: Dogs, Fashion Last Product Viewed: X & Y Email: Muffin@gmail.com Age: 20-25 Profile # 99912 Profile # 88888 Cookie ID: #001002 Interests: Dogs, Fashion Last Product Viewed: X & Y Email: Muffin@gmail.com Age: 20-25 Profile # 55555
  8. 8. Quality In = Quality Out Golden Data Rule
  9. 9. Segmentation & Activation
  10. 10. Audience Segments A GROUP OF PEOPLE (SITE VISITOR, APP USERS, ETC.) THAT HAVE BEEN ANONYMOUSLY IDENTIFIED AS SHARING A WIDE RANGE OF ATTRIBUTES (DEMO, TECHNO ETC.) ATTRIBUTES CAN BE SELECTED ACROSS MULTIPLE DATA SOURCES AND ASSEMBLED USING TO DIFFERENT APPROACHES. Boolean Rules Algorithmic Lookalikes
  11. 11. Audience Analysis IN MOST CASES THIS IS PART OF THE AUDIENCE SEGMENTATION PROCESS. THE EVALUATION CRITERIAS VARY BASED ON THE SEGMENTATION APPROACH (BOOLEAN VS. ALGORITHMIC LOOKALIKES). YET, MEDIA SPECIFIC VARIABLES SUCH AS TOTAL TARGETABLE AUDIENCES SIZE, MEDIA COST PER AUDIENCE ARE ALSO VARIABLES THAT NEED TO BE CONSIDERED WHEN CONDUCTING AN ANALYSIS AND PLANNING FOR SUCCESS.
  12. 12. Data Activation AFTER ALL OF THE SEGMENTS ARE CREATED, IT’S TIME TO ACTIVATE. DMP AUDIENCES ARE ACTIVATED BY PUSHING AUDIENCES (SEGMENTS) TO MEDIA ACTIVATION PARTNERS (DSP, SOCIAL ETC.) DMP Search Video Email + Direct Mail Social Mobile Premium + Portals Programmatic Display Programmatic TV
  13. 13. DMP Taxonomy
  14. 14. DMP Taxonomy 14 A SYSTEM FOR NAMING AND ORGANIZING INFORMATION GROUPS BASED ON THEIR SIMILARITIES Car Sales Website Airline Ecommerce
  15. 15. 15 DMP 101 Recency / Frequency
  16. 16. Recency / Frequency Recency Refers to “how long ago” a given event occurred NOTE Most DMP’s have a 30 day recency window to activate on audiences. When using audiences for Analysis only some DMP’s allow you to select a recency window to up to 90 Days. Frequency Defines how often a given event must have occurred for the data to be subject of a given category Example Segment A includes users that viewed at least 5 product pages (frequency) in the last 30 days (recency) on dotcom.
  17. 17. 17 DMP 101 Data Types & Management
  18. 18. Data Onboarding THE PROCESS OF TAKING CUSTOMER IDENTIFIERS (EMAIL ADDRESS, PHONE NUMBER ETC.) AND TRANSLATING IT INTO A TARGETABLE COOKIE OR DEIVCE ID (IDFA OR ADID) Upload Data files are send to onboarder Anonymization The onboarder anonymizes any Personal Idenitfiable Information (PII) matches it to a cookie or device ID Push to Platforms Lastly, the cookie and device IDs are sent to the marketing platform that
  19. 19. Cookie Syncing THE PROCESS OF CREATING AND MATCHING USER IDS ON THE BASIS OF 1ST, 2ND AND 3RD PARTY COOKIES. THIS HELPS FACILITATE THE EXCHANGE OF DATA BETWEEN PLATFORMS AND MAKES IT POSSIBLE TO IDENTIFY A CUSTOMER PROFILE WITHIN A DSP, DMP OR AD EXCHANGE.
  20. 20. Data Types A DMP CAN PROCESS MANY TYPES OF INFORMATION AND USE IT IN MANY DIFFERENT WAYS. IN GENERAL WE CAN CLASSIFY THIS INFORMATION INTO 3 DATA TYPES: 2nd PARTY DATA Data owned by a partner but shared with your organization. 1ST PARTY DATA Data collected and owned by your organization. PII: Personal Identifiable Information such as name, address, email etc. 3rd PARTY DATA Data generated and owned by other parties/vendors. Anonymous: No personal information linked by cookie or device ID.
  21. 21. Tag Management A tag management system helps users to manage various tags in one place. In addition it allows all site tags on a page to be loaded into a single container tag, which reduces lading time and prevents any interfering with other content on the page. Multiple Tags on Page Single Tag Container holding multiple tags
  22. 22. More Related Terms
  23. 23. x More Terms I Audience Suppression Excluding a list of people (Audience) from receiving a certain ad / being part of a campaign. x Look-alike Modelling Excluding a list of people (Audience) from receiving a certain ad / being part of a campaign. x Match Rates Refers to the number of records in one data set (CRM File) that is being matched up with the records of another data set (DMP/ DSP etc.) x Offline Data Data that is stored in an “offline” system like a CRM, POS System or email marketing platform. In most cases it contains PII. x Online Data Data that is collected and stored in digital marketing platforms such as DMPs, DSPs, or ad servers. Data is tied to anonymous devices via cookies or device IDs. x PII Personally Identifiable information is data that can be used to identify a individual e.g. First and Last name, email, address etc.
  24. 24. x More Terms II Ad Exchange A marketplace where advertisers and publishers buy and sell ad inventory using automated processes like real-time bidding x Attribution Modeling Identifying what marketing actions and channels that led a individual to make a purchase. x Cross-Device Refers to the method of reaching a customer across different desktop browsers, smartphones, tablets and other addressable connected devices. x Data Integration Refers to the process of combining data sets that are housed in different applications and systems in order to have one unified view of a customer. x Demand-Side Platform (DSP) A software solution that automates the buying of ad inventory such as display, video, mobile and search ads. x 1 to 1 Marketing Delivering a customized experience that caters to the preferences of a single customer, rather than a broader user group or segment.
  25. 25. x More Terms III Marketing Stack aka “Stack” Refers to all technology that is being used to manage and operate a companies marketing activates. x People-Based Marketing The philosophy of targeting real people – not devices, channels or browsers. Sounds obvious but can be challenging without the right stack. x Programmatic Advertising The automation of buying, positioning and mix optimizing of media inventory by making real- time decisions about price, placement and timing. x Real-Time Bidding (RTB) Refers to the automated system of auctioning media inventory between publishers and advertisers. x API An “Application Programming Interface” is a list of commands as well as the format of those commands that one system can send to another. x Confused The feeling that most marketers encounter when onboarding a DMP across multiple datasets, teams and/or organizations.
  26. 26. 26 THANK YOU DMP 101 @eddywiEddy Widerker

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