DMP is a system that centrally manages various data related to a company’s customers and performs cross-sectional analysis to visualize data and increase marketing effectiveness.
By introducing DMP, you will be able to analyze huge amounts of data and quickly implement effective marketing measures.
This time, let’s take a look at what a DMP is, its types, the benefits of introducing it, how to use it in BtoB, and things to keep in mind when introducing it.
■What is DMP?
DMP is an abbreviation for “Data Management Platform.”
It is a system for increasing marketing effectiveness by managing various data about your customers and visualizing it through data analysis.
The data that a DMP can handle is wide-ranging, including inquiries obtained by the company, participation history in seminars, browsing history and purchase history on the company’s website, and browsing history and attribute information on websites other than the company’s website. It will span.
DMP can centrally manage these various different data and perform cross-sectional analysis.
Additionally, by analyzing data using DMP, you can extract targets with specific attributes and quickly implement marketing measures such as advertising and mail magazine distribution.
■DMP types
DMPs can be divided into “open DMPs” and “private DMPs” depending on the type of data being managed.
●What is Open DMP?
Open DMP is a platform for accumulating and managing “user attribute information” and “internet search and web browsing history” held by various data providing companies.
For example, member data of the Nikkei electronic version can be used as an open DMP. From this data, it is possible to extract targets with attributes such as “large company executives,” “top middle-sized and small-to-medium-sized businesses,” and “high-income earners,” and distribute advertisements.
By using open DMP, you can obtain various information and attributes that your company cannot grasp on its own.
●What is a private DMP?
Private DMP is a platform that combines and manages data obtained from open DMP with purchase history accumulated by the company, behavior history on the company’s website, membership registration, information obtained when shipping products, etc. is.
Open DMP and private DMP each have their own characteristics and strengths.
When introducing a DMP, it is important to consider the purpose of the introduction and the marketing measures you want to implement and decide which one is appropriate.
■Advantages of introducing DMP
The advantages of introducing DMP are:
- A huge amount of data can be analyzed efficiently
- Data that has been managed separately can be centralized
- You can perform analyzes that are difficult to do with in-house data alone.
That’s true.
●Able to efficiently manage and analyze huge amounts of data
By introducing DMP, you will be able to efficiently manage and analyze huge amounts of data, including big data. This allows you to implement more effective marketing measures more quickly.
●You can centralize your own company data that has been managed separately until now.
Until now, marketing measures such as company websites, advertisements, and email newsletters were managed by separate departments, and results were generally achieved individually.
Additionally, if a company has multiple brands, each brand is often managed separately.
However, by introducing DMP, you can centralize them.
For example, you can send advertisements or e-mail newsletters to customers who visited your site six months ago and have stopped visiting since then.
Additionally, by managing data across multiple brands using DMP, it is possible to transfer customers between brands.
●Ability to perform analysis that is difficult with in-house data alone
By using open DMP, you can perform analyzes that would be difficult to do using your own data alone.
For example, you can use open DMP to obtain the online behavior history of prospective customers who visited your company’s website outside of your company’s website.
This makes it possible to implement more accurate marketing measures that match the customer’s hobbies, preferences, and attributes.
■How to use DMP in BtoB
The following are ways to utilize DMP in BtoB.
●Distribution of advertisements to prospective customers according to their needs
By using DMP, you can deliver different advertisements to prospective customers based on their needs based on your company’s website and online behavior history.
This allows you to make more effective appeals than making the same appeal to all potential customers.
●E-mail newsletter distribution tailored to the customer’s consideration phase
By utilizing DMP, prospective customers who have just downloaded a white paper and are still in the information gathering stage, or prospective customers who have begun to inquire about specific details and have increased the possibility of a business negotiation, and vice versa, can be directed to your website. It is possible to distribute e-mail newsletters tailored to the consideration phase of prospective customers, such as those who have stopped visiting.
●Push notifications to customers who are likely to reach business negotiations
By using DMP, you can send push notifications as a final push to prospective customers who are highly likely to visit your company’s website and lead to business negotiations.
■Points to note when introducing DMP
When implementing DMP, you will need to pay attention to the following:
●Clarify the purpose of using DMP
DMP can be said to be like a “vessel” for analyzing diverse data. Therefore, it is important to be clear about the purpose of what you are going to do with the vessel.
●Unify awareness among related departments
Once a DMP is introduced, multiple departments will be involved in actually operating it, including the department that manages the DMP, the department that creates action plans from data, and the department that conducts actual marketing activities. That will be the case.
In order for a DMP to function effectively, it is important that these related departments work together with a unified mindset, rather than working separately.
◆Summary
◆DMP is a system for managing and visualizing various data related to a company’s customers and increasing marketing effectiveness.
◆There are two types of DMP: “Open DMP” and “Private DMP.”
◆By introducing DMP, it becomes possible to centrally manage and analyze huge amounts of data.
◆When introducing DMP, it is important to clarify the purpose and unify awareness among related departments.