Top features of an effective data management platform Share via

Data management platforms, or DMPs as they are often called, are data warehouses hosted on the cloud that collect, sort, and analyze tons of data to help brands make data-based decisions to grow their businesses. DMPs create detailed customer profiles based on these data sets, allowing brands to initiate targeted advertising and provide deep personalization to their customers. With the ever-increasing volume of data generated because of the rising wave of e-commerce, many brands have started implementing DMPs in their systems to manage and utilize their data in a meaningful way.

However, while there is a massive demand for DMPs and every other organization in the digital space is looking to leverage this technology, they cannot operate ad campaigns on their own. Once the DMP gathers all the data, they start building an anonymized profile of each consumer, which they then share with the digital advertising platforms and internal marketing channels, which in turn start targeting relevant users through ads. An effective DMP will enable brands to collect data from various sources, online and offline. It will help them to classify data and create user profiles, integrate with first, second, and third-party data providers, and show reports from all collected data to let the brands quickly make meaningful decisions. In this blog, we will discuss the top features of DMP that will help brands effectively achieve their digital marketing and advertising goals and objectives.

User-friendly Interface

Multiple departments in an organization like sales, marketing, finance, and research rely heavily on data to design customer outreach programs, budget for campaigns, and forecast ROI. All these functions make decisions based on the data that is available to them. So, for brands, it becomes imperative to invest in DMP, which is easy to understand, and user-friendly to work with to enable optimal use of the platform. If the DMP you have implemented is very difficult to understand and only a few can understand how to work on them, it will create a scenario where people will be less receptive to using it to its full potential. Hence, efficient DMP should be clean, visually appealing, easy to understand, simple navigation, and intuitive for better utilization of the resources.

Easy Access to Data

Another essential feature of a sound DMP is its ability to access all data in one place and streamline all these fragmented data in one place and streamline those data points so that the marketers have a complete view of their audience and can create their marketing strategies based on these insights. In addition, the ease of understanding the collected data makes decision-making easier for the brand marketers and enables them to invest their time and resources to generate the best results for the company through their campaigns.

Efficient Data Cleaning

One of the most crucial works of the DMPs is to efficiently clean the available data so that it is accurate and helps brands to understand their audience’s behavior. Data cleaning refers to identifying and removing the incorrect, duplicate, and mislabeled data from the correct and labeled data. As discussed earlier, every consumer interaction leads to a humungous amount of data being generated on the company’s CRM, increasing the chances of data errors. If the DMP cannot correct these errors regularly, it will hurt the brand’s revenue and reputation. So it becomes essential for brands to invest in DMPs that can consistently clean data to maintain its quality and relevance.

Improve ROI

A sound DMP will provide brands with high-quality, meaningful data that will help them ascertain the behavior of their customers. That will enable marketers to target the shoppers with their digital marketing initiatives more accurately and, in turn, increase the conversion rate from their ads resulting in higher revenue generation. A capable DMP can lead marketers in the right direction by providing valuable insights on where to invest in creating more heightened brand awareness, increased brand recognition, and better engagement, leading to a better return on investment. These data platforms will also enable brands to share their first-party data and improve their audience insights to maximize their overall sales.

Efficient DMPs also allow marketers to invest their marketing budget wisely to retarget those audiences which have shown interest in the brand at different levels, ranging from spending time to exploring products on the website or building a cart but not completing the transaction. This helps brands save money they would otherwise spend on marketing activities that don’t yield encouraging results.

Personas, the data management platform from ArabyAds, helps unify the audience to forecast consumer behavior across connected devices and allows brands to turn data points into precision targeting.