Recently, Forrester released the report, Data Management Platforms, Q2 2017 — Marketers Have a Choice: Stay Tactical or Think Long Term. Along with the expected summation of the leading players and differentiators in this evolving space, a few things stand out that enterprise marketers should take note of:
- The DMP is now a key component in the enterprise customer data space
- The “marketing cloud” platform market is maturing and consolidating
- The development of advanced marketing analytics is driving everything
Not long ago, the DMP was a tool used almost exclusively by media buyers. As programmatic buying matured and first and third data accessibility improved, the DMP sends smarter and more precisely audience-targeted data information to the Demand-Side Platform (DSP). Media teams could now leverage the DMP’s data gathering, enrichment, and segmentation capabilities to target and optimize digital campaigns with increasing precision and effectiveness.
More recently, savvy marketers perceived additional value in the DMP offering and began using DMP data and signals to drive personalization across the web and other channels. Now marketers can augment known customer profiles with online behavioral data accessible from the DMP. Innovative data-driven customer acquisition and CRM teams are viewing the anonymous cookie-level data from the DMP as an important data asset for a maturing customer-level data strategy. This data can then be used to fuel personalization and improve advertising targeting. In, Why DMPs are the future of marketing technology, you can learn how this integrated data improves DMP personalization, advertising ROI, and more.
Today, Consumer Data Platforms have become more mainstream and enterprises are transforming their customer experiences to leverage data-driven insights, including artificial intelligence (AI), machine learning, and other cognitive capabilities to drive predictive omnichannel engagements. Given these developments, the DMP is proving itself to be a key data source for an increasingly complex enterprise ecosystem. In, The expanding role of data management platforms in digital marketing, see how DMPs work and how they can to mitigate the growing complexity of enterprise ecosystems. The Forrester report validates this trend by affirming that capabilities around data completeness, identity management and integrated omnichannel integrations are key differentiators for platforms.
The Forrester report also noted the impact DMPs are now having on integrated “Marketing Cloud” providers – most notably Adobe, Salesforce, and Oracle. Adobe Audience Manager (AAM) and Oracle Bluekai have been DMP leaders for some time, but Salesforce’s recent acquisition of Krux has propelled it forward for CMOs who seek an integrated package approach for the enterprise.
What’s interesting about the three leading marketing cloud providers is that each has dramatically different strengths. Adobe has a leading web CMS with a DMP at its core and Oracle delivers significant data assets across its highly integrated data cloud. In, Getting to the “Krux” of Salesforce with Einstein, you’ll understand how the Krux DMP acquisition by Salesforce fuels advancements in the underlying data that powers intelligence. With this data Salesforce can conduct large-scale audience segmentation and targeting. But, Salesforce reaches into other parts of the enterprise too through Sales and Service Cloud coupled with its maturing marketing automation capabilities and nascent AI in the Marketing Cloud toolset. These synergies form strong capability advantages for adopters.
Finally, there was a subtle but consistent thread in the Forrester report from respondents looking for improved capabilities related to analytics within the DMP products that were reviewed. Rather than being a commentary on any weaknesses within the various offerings, I believe this is a reflection of the increasing focus and expanding expectations related to analytics in the enterprise. In working with enterprise marketers, we see rapidly maturing expectations and use of advanced analytics to derive data insights and speed roadmaps to leverage AI, machine learning and cognitive automation. It should be no surprise then that the focus on analytics is driving expectations across the industry – and DMPs are poised for greater enterprise adoption in the digital marketing world.