DECRYPTION: DMP MEDIA OR DMP CRM, WHAT PRIORITY FOR YOUR BUSINESS?

In recent years, DMP (Data Management Platform / or Centralised Data Management Platform) has revolutionised marketing. Providing instant access to a multitude of clients and prospects information. It enables to setup tailored marketing actions or relationship programs at the right time, thanks to a fine data restitution. However, during their strategical thinking process, marketers must distinguish a Media DMP from a Customer Centric DMP (also called CRM) as structures and usages differ.

There are Two Types of DMP:

DMP Media

DMP Media specialise in collecting and/or providing data used for advertising in real time (age, gender, interest, appetency, localisation…). This data is anonymous, collected through online trackers and the use of cookies on the reading devices of the Internet users.

The aim of this DMP is to enhance segmentation and therefore enable a granular audience targeting while bridging with CRM data to handle media/subscribers relationship.

Customer Centric DMP

This Customer Centric DMP is totally fed by the advertiser’s CRM because it will mainly serve to target clients and prospects that already are in the database. The target is known from the brand, and this type of DMP consists in enriching this knowledge with other data sources, such as offline data (ex: retail sales), or online by third party sites and/or applications, also called third party data.

A crucial element is to follow and qualify prospects' profiles that are still unknown to the CRM. To do so, the DMP collects online browsing behaviours from anonymous identifiers such as cookies or Devices' ID. Subsequently, data from each profile is segmented and qualified to define the right channel and the most appropriate time to activate (Email or SMs campaign, website personalisation, advertising on Social network…).

What type of DMP should you choose in priority for your business: Media or Customer Centric?

The choice of DMP must follow a deep thinking process centered around the company’s objectives:

Is your priority to concentrate on the acquisition of new clients/subscribers or the rationalisation of your advertising investments?

If that is the case, you are more likely to privileged the deployment of a Media DMP.

Is your priority to retain client and improve your client/prospect’s knowledge through a Unique Client Repository in order to offer a more personalised customer experience?

If yes, you then must adopt a Customer Centric DMP.

Whatever your DMP objectives are or your level of understanding is, NP6 experts are available to help you make the right choice and set-up innovative marketing plans.

Do not hesitate to contact us or to download our white paper on DMP.