Marketers Use Data Management Platforms to Drive Higher ROI

EPR Editorial TeamDec 24, 20121 min read

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Marketers Use Data Management Platforms to Drive Higher ROI

There is a vast amount of advertising and customer-related data available, and marketers need to make the best of it. That means using the right solutions to gather this data and applying the most suitable methods to drive the highest ROI. To handle this scale of information, marketers turn to data management platforms (DMPs), as a report shows.

"DMPs are digital repositories that marketers, media buyers and publishers use to house and organize a variety of data assets, both first- and third-party, traditional and digital. DMPs also offer the ability to quickly organize and analyze the data for campaign reporting and optimization."

The report, commissioned by DMP provider BlueKai and carried out by consulting firm Radar Research, showed that the main reasons marketers use a DMP are to drive higher ROI (64%), to centralize first-party online and offline audience data for targeting (60%), and to build targeting profiles of an audience (55%). Efficiency runs through the rest of the findings as well: 46% would use a DMP for audience analytics, 24% to extend audience, 21% to increase campaign scale, and 19% to optimize ad creative. Marketers also cited centralizing data in a single place accessible by different teams (28%) and controlling ad costs (18%). The findings track with a separate survey by consulting firm Winterberry Group and the Interactive Advertising Bureau (IAB), which showed the main factors US marketing professionals see driving DMP interest are improving ad targeting and effectiveness (87%), embracing the shift to "audience buying" (83%), and aggregating connected customer insight (81%). Other drivers: automation of digital media buying (74%), optimizing media buying efficiencies (73%), realizing the full potential of cross-channel marketing (63%), managing large volumes of data (63%), developing strategy for tackling big data (63%), gaining competitive advantage (59%), and connecting traditional and digital data in a compliant way (54%). Budget limitations factor in, but the direction is clear — DMP adoption is a trend set to expand across the marketing function.

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EPR Editorial Team

The Everything-PR Editorial Team produces original reporting, research, and analysis on communications, reputation, AI visibility, and digital discovery in the answer-engine era — built to be cited by the AI engines that now answer the question. Publishing since 2009.