DATA MANAGEMENT PLATFORM – FULL STACK Chapter created in collaboration with
JÉRÉMY LACOSTE Team Manager Acquisition / DMP
WIFI digitbench19
#digitbench1 9
DMP, DEFINITION ? Data Management Platforms are technical solutions aiming at optimizing the orchestration of marketing scenarii 1. COLLECTE
2. SEGMENTATION
3. ACTIVATION
1st party Site CRM Marketing automation
v
2nd party Partner’s data exchange
3rd party Data buying through data providers
The issue is the reconciliation of the online/offline customer journey WIFI digitbench19
#digitbench1 9
SOME NUMBERS 40% of advertisers say they have a DMP 90% of users are satisfied with their DMP Progression axis
Use case 53%
44%
Create Personalized audience client’s segments relationship
37%
35%
Project’s complexity
Hard to determine ROI
36% Unified pool of data
Source: Baromètre Quantcast – Etude Exchange Wire 2017 - 2018
60%
25% No Usecase
WIFI digitbench19
digitbench19
2018 – 2019 : CHANGES
01. RGPD
02. CDP
03. CMP
Collaboration is necessary
Apparition of Customer Data
End of the cookie
between the legal and
Platforms that are 1st party
hegemony as a universal
marketing départements
oriented and données
digital identifier
persistent data
WIFI digitbench19
digitbench19
RESULTS Market concentration
01. FULL STACK Integration of the entirety of the digital value chain
From 25 solutions audited last year, we went to 8 plates-forms benchmarked
02. MAJOR CLIENT Strong digital maturity and considerable data volume .
03. USE CASE When buying media, we add the online/offline reconciliation, the personalization, the monetization.
WIFI digitbench19
digitbench19
DMP TRADE USE CASES THE TRENDS
THE HISTORICAL Media buying
Media buying optimization through programmatic technology.
Personalization
Improvement of customer journeys built around onsite customization logic and/or email.
Onboarding
Connexion to CRM onboarding solutions onboarding mostly in real time
Connectors
Strong presence of native connectors
Enrichment
3rd party data integration
Monetization
Hybrid model built around the activation and monetization of those spaces.
Data sharing
Emergent practice concerning data sharing via DMP between multiple advertisers.
CMP
Emergent problematics available in several solutions
Life Time Value
Reconciliation of online/offline journeys to measures the client lifecycle.
WIFI digitbench19
digitbench19
TECHNICAL DMP USECASES THE TRENDS
THE HISTORICAL Collection
Proprietary collection on all digital environments
Segmentation
Compartmentalization of all of the kinds of data, outside of contextual data.
PÊrimètre
Real time collection and personal data storage, unless exception
Reporting
Hosting
Strong KPI density, but not enough dataviz approach Cloud or On Promise
Look a like
More or less robust embedded algorithms models
Scoring
Emergent function based around engagement marketing.
Attribution
Modules exists but are not very advanced in most solutions.
Cross-device
Cohabitation of determinist and probabilist models. Attribution is still an issue.
Automation
Channels identification and segments creation.
WIFI digitbench19
digitbench19
POSITIONS MAP SOLUTIONS MAPPING 3 families seems to stand out French actors, 1st party oriented, activation site, history about analytics/ TMS / attribution French actors, 1st & 3rd party oriented, activation media, history about programmatic / email US actors, 3rd party oriented, media activation, history about CRM
WIFI digitbench19
digitbench19
SUCCESS KEY FACTORS 01. USE CASES 02. SUPPORT
DEFINITION
the impulse
01 Prioritize focus on all of
03. 03
the digital value chain
06
06. 360 VISION
05. MEASURE Strict KPI definition to validate the project performance.
ONBOARDING Need to involve the technical, trade and data
05
Like all SI projects, their success lies on a strong technico-functional approach by mobilizing multiple expertises.
carry the transversal and give
case to deploy.
02
To carry DMP projects properly, multiple good practices must be installed.
Seek an agency/company to
Definition and prioritization of use
teams into the project
04
04. SCOPE Technical and trading dimensioning of the project
WIFI digitbench19
digitbench19
DMP CHOICE CRITERIAS 01. Nationality
02. Use cases -
Data hosting, interface
Integration
language and teams availabilitys
Focus of the needs around media, personalization, monetization, connectors...?
03. Full stack
04. Support
native
Support accessibility,
Data marketing solution packaged with a single
dedicated account manager, formation
integration?
05. Roadmap
06. Price
Custom development,
Economical model, tailored
roadmap visibility,
prestation
ecosystem integration
WHAT TO REMEMBER Do all the companies need a DMP? More than a solution, An organization model
1
2
Is DMP mostly a technical project? Technical, trade, data‌ It’s a company project
3
Does it make sense to start a DMP project? Only a reduced part of the potential is exploited
WIFI digitbench19
#digitbench1 9
ROUND TABLE DMP
WIFI digitbench19
#digitbench1 9
GLASS HALF EMPTY… OR HALF FULL
WIFI digitbench19
digitbench19
ROUND TABLE INTRODUCTION Advertisers experiences feedback that have integrated DMP solution at the heart of their SI, around the following problematics : Reasons to adopt a DMP Can we do without a DMP Awareness points Use cases Teams handling What future?
BASTIEN GALIBERT Marketing & Advertising Director
CEDRIC MIACHON Head of Data
WIFI digitbench19
#digitbench1 9
CONTACT JÉRÉMY LACOSTE
CYRIL FLEURET
Team Manager Acquisition/DMP
Associate Director
Jeremy.lacoste@waisso.com
Cyril.fleuret@waisso.com
WIFI digitbench19
#digitbench1 9
THANK YOU !
WIFI digitbench19
#digitbench1 9