DMP Dictionary 35+ Terms Every Marketer Should Know

Download DMP Dictionary 35+ Terms Every Marketer Should Know

Post on 21-Apr-2017




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THE DMP(Data Management Platform)TERMINOLOGY GUIDE35+ TERMS EVERY MARKETER SHOULD KNOWDataCollectionxxxxxData CollectionCOLLECTING DATA IS ESSENTIAL FOR A DMP TO FUNCTIONWeb & App SourcesSite traffic, event tracking, app users (Mobile / Desktop)Programmatic PlatformsImpression level data, conversions, video views from DSPs, Ad Server (Google AdWords)NOTEOther data collection tools can track data too, only a DMP can ingest a broad range of data sources and draw information from it.Marketing PlatformsContent interactions (eMail, Web, Social)Offline SourcesOffline CRM Systems, ERP systems or Point-Of-Sale / transaction systemsOther Data Collectors / Vendors / PartnersData shared with partners / affiliates or 3rd Party data vendors (allowing to enrich data sets)Collection MethodsA DMP CAN GO BEYOND THE COOKIE LEVEL DATAxJavaScript Tracking TagsTracking Pixel (1x1)Raw Databases C, etc.)Server-To-Server (S2S)Mobile SDKData NormalizationONCE DATA HAS BEEN COLLECTED ITS TIME TO NORMALIZE1 Gather IDsDelete redundant or useless dataTransfer the sources data schema to the DMP data schemaEnriching data with additional data points234NOTEThe Data normalization and enrichment stage provides two main Benefits. It organizes various data sets into a common format and improves data value and quality. Data EnrichmentAFTER THE NORMALIZATION STAGE, EACH USER IS ASSIGNED WITH A UNIQUE ID AND CONNECTED TO ITS EXCISTING ATTRIBUTES. ATTRIBUTES CAN INCLUDE THE FOLLOWING:AgeGenderLocationBrowser HistoryInterestPurchase History Profile BuildingPROFILE 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 SEGMENTATIONIncoming events / attributesExisting ProfilesOutcome of themergersCookie ID: #001002Email: Muffin@gmail.comEvent type: SigninCookie ID: #001002Interests: Dogs, FashionLast Product Viewed: X & YEmail: Muffin@gmail.comAge: 20-25Profile # 99912Profile # 88888Cookie ID: #001002Interests: Dogs, FashionLast Product Viewed: X & YEmail: Muffin@gmail.comAge: 20-25Profile # 55555Quality In = Quality Out Golden Data RuleSegmentation & ActivationAudience SegmentsA 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 LookalikesAudience 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, MEDIACOST PER AUDIENCE ARE ALSO VARIABLES THAT NEED TO BE CONSIDERED WHEN CONDUCTING AN ANALYSIS AND PLANNING FOR SUCCESS. Data ActivationAFTER ALL OF THE SEGMENTS ARE CREATED, ITS TIME TO ACTIVATE. DMP AUDIENCES ARE ACTIVATED BY PUSHING AUDIENCES (SEGMENTS) TO MEDIA ACTIVATION PARTNERS (DSP, SOCIAL ETC.)DMPSearchVideoEmail +Direct MailSocial MobilePremium + PortalsProgrammatic DisplayProgrammatic TVDMPTaxonomyDMP Taxonomy14A SYSTEM FOR NAMING AND ORGANIZING INFORMATION GROUPS BASED ON THEIR SIMILARITIESCar Sales Website Airline Ecommerce15DMP 101Recency /FrequencyRecency / FrequencyRecencyRefers to how long ago a given event occurredNOTEMost DMPs have a 30 day recency window to activate on audiences. When using audiences for Analysis only some DMPs allow you to select a recency window to up to 90 Days. FrequencyDefines how often a given event must have occurred for the data to be subject of a given categoryExampleSegment A includes users that viewed at least 5 product pages (frequency) in the last 30 days (recency) on dotcom.17DMP 101Data Types &ManagementData OnboardingTHE PROCESS OF TAKING CUSTOMER IDENTIFIERS (EMAIL ADDRESS, PHONE NUMBER ETC.) AND TRANSLATING IT INTO A TARGETABLE COOKIE OR DEIVCE ID (IDFA OR ADID)UploadData files are send to onboarderAnonymizationThe onboarder anonymizes any Personal IdenitfiableInformation (PII) matches it to a cookie or device ID Push to PlatformsLastly, the cookie and device IDs are sent to the marketing platform thatCookie SyncingTHE PROCESS OF CREATING AND MATCHING USER IDS ON THE BASIS OF 1ST, 2ND AND 3RDPARTY 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.Data TypesA 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.Tag ManagementA 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 Containerholding multiple tagsMore Related TermsxMore Terms IAudience SuppressionExcluding a list of people (Audience) from receiving a certain ad / being part of a campaign.xLook-alike ModellingExcluding a list of people (Audience) from receiving a certain ad / being part of a campaign.xMatch RatesRefers 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.)xOffline DataData that is stored in an offline system like a CRM, POS System or email marketing platform.In most cases it contains PII.xOnline DataData 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.xPIIPersonally Identifiable information is data that can be used to identify a individual e.g. First and Last name, email, address etc.xMore Terms IIAd ExchangeA marketplace where advertisers and publishers buy and sell ad inventory using automated processes like real-time biddingxAttribution ModelingIdentifying what marketing actions and channels that led a individual to make a purchase.xCross-DeviceRefers to the method of reaching a customer across different desktop browsers, smartphones, tablets and other addressable connected devices.xData IntegrationRefers 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. xDemand-Side Platform (DSP)A software solution that automates the buying of ad inventory such as display, video, mobile and search ads.x1 to 1 MarketingDelivering a customized experience that caters to the preferences of a single customer, rather than a broader user group or segment.xMore Terms IIIMarketing Stack aka StackRefers to all technology that is being used to manage and operate a companies marketing activates. xPeople-Based MarketingThe philosophy of targeting real people not devices, channels or browsers. Sounds obvious but can be challenging without the right stack.xProgrammatic AdvertisingThe automation of buying, positioning and mix optimizing of media inventory by making real-time decisions about price, placement and timing. xReal-Time Bidding (RTB)Refers to the automated system of auctioning media inventory between publishers and advertisers.xAPIAn Application Programming Interface is a list of commands as well as the format of those commands that one system can send to another.xConfusedThe feeling that most marketers encounter when onboarding a DMP across multiple datasets, teams and/or organizations.26THANK YOUDMP 101@eddywiEddy Widerker