5 Things You Need to Know About Data Management Platforms
Every time a consumer logs into Facebook, there are some 1,500 posts waiting for them. As brands, trying to break into these over-subscribed social feeds is very difficult, and even more so when our social organic reach is between 2 and 4 percent. These two factors are leading to a massive increase in paid social promotion. A case in point: Facebook’s revenue increased by more than 60 percent from Q1 of 2014 to Q2. For brands to be able to keep their edge on social advertising, it is going to take more than amassing followers and fans – it is going to take a large amount of paid social promotion.
Paid social promotion runs off of data, and whoever has the best data has the best target. These targets are critical when you want to do target marketing via social. Segmentation is key, just as it is in email marketing. The better your target, the better your offer can be, and the better your engagement rates.
So how do you segment for social data? A data management platform (DMP) is how. This is why you need to know about them, and how to use them.
This is truly the first time I agree big data will change the way you market. The more data you have, and the better context you can derive from it, will be the difference in all social marketing campaigns in the future. There are many different targeting metrics available on each social network, but to a B2B brand these are only half of the story. Most B2B brands now have lead scoring, and marketing automation tools, so they can take targeting to a level no social network can with their data alone. So how do you combine social data, data from your marketing automation tool, and other data sets together? Your DMP, that’s how.
Odds are you are using a DMP without even knowing it. If you use a tool like Demandbase, AdRoll, Terminus, or any other ad serving platform, those ads are being targeted by using their DMP. There are other options as well. If you are placing your ads for yourself, then you’ll need to get your own DMP to keep up with data and make your custom data segments, which can be used by ad networks. There are self-serve DMPs, including eXelate, BlueKai, and Cloudera, to name a few.
