Picture a company with an Enterprise Data Warehouse or a CRM flooding with customer data. A massive database packed with their clients – thousands upon thousands of users. Each one of these users has records factoring in past transactions, services used, and product inquiries – just to name a few.
In this example, our large company is quite sophisticated. They can track analytics data. They can even align customer profiles and segments with browsing behavior and content consumption across all their online properties. This same company has been good at managing outbound marketing. They are even better at tracking the frequency of outreaches and responses using different software solutions.
Now, this company wants to make their data more actionable in real-time. They also want to become better at targeting specific customers and prospect audiences by leveraging real-time cross-channel marketing technologies.
So, this same company has made the decision to invest in a Data Management Platform (DMP). They believe it is now a necessity, as they want to track visits to their online properties while segmenting the data in an efficient way.
The best way for them to achieve their goal is to align customer login data with cookies and ID data. They can now identify a client, like Mr. Jon Smith, using multiple identifiers such as cookies, IDs, and IPs. With this method, the company can start building segments to capture both existing customer audiences and new visitors.
Now that the business is using a DMP to segment audiences, they can start delivering messages in real-time by using a Demand-Side Platform (DSP). This will automatically start creating campaigns in real-time as the audience segments pass through the DMP to the DSP. These campaigns are set up to target either individual customers, customer groups, or new visitors that are visiting any of the company’s online properties.
Let’s take a deeper look into this process by considering some additional examples: