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大数据与数字化营销

发布时间:20-05-22

【大数据与数字化营销】据对美公司首席信息官(CIO)的调и查发现:仅23%的公司在收集顾客的人口信息和消费习惯之类的数据,并且利用这些数据进行战略决策。但其中却仅有46%的公司拥有数据分析的资源或系※统。他们面对的主要挑战在于数据处理、信息管理和数据分¥析难题。数据管理平台(DMP)发▨展空间巨大,将是未来数字营销的理想工具。

文章全文:

To Han⊥dle Big Data,г Advertisers Turn to DMPs

DMPs help create actionable insights

There’s a big to-do about Big Data and data management platforms (DMPs) in the digital advertising space. According to a new eMarketer report, “Data Management Platforms: Using Big Data to Power Marketing Performance,” DMPs enab■le marketers to use their Big Data to make smarter ╭╮and more efficient marketing decisions.

Still even as brands use Big DΘat∽a to build a holistic picаture of their potential a⊙nd real cust◎omers, many still find it challenging to extract cross-channel insight from that data.

Ziff Davisfound 49% of companies polled worldwide had enacted a data management strategy as of fall 2012. And accordin◢g to a survey from IT staffing serviceRobert Half Technology, just 23% of US chief information officers (CIOs) s︶︷︸aid they were collecting customeζr data such as demographic information or buying habits. O↑f that small percentage, less than half (46Ⅸ%) reported having the resources or systems to analyze the information they gathered.

A very general term, Big Data can refer to first-party customer information, third-party audience data, offline purchase data, online advertising behavioral data, campaign analytics and much more.

It can prove challenging to integrate disparate sets of data coming fρrom social media, εcampaign analytics, offline sources or third parties. In fact, Big Data solution providerInfochimpssurveyed IT professionals in North America and found that 83% of⺌ respondents said processing such information was a leading Big Data challenge, followed by managing the information (4∣2%) and analyzing the data (41%).

If d⿸ata is digital marketing’s currency, then the DMP is its bank. Big Data is stored and stЙandardized here so that each data asset can be tied to a particular customer or audience segment. Once standardized, marketers can use that information to power multiple functions, both wit|hin digital and across▎▏ a coΓmpany’s broader marketing program.

DMPs can house both structured data, typically quantitative in nature, as〣 well as unst∪ructured data, often qualitative in nature—for example, social network data. Once all of these disparate sources◤ are entered, DMPs can standardize them to build a larger, more descriptive picture of a custom々er or audienceл base that marketers can act on.

The DMP’s ability to take all of tha▣▤▥t Big Data from first-, second- and third-party sources and then ↕organize it into meaningful audience segments makes it an ideal tool for audΨience targeting. This function—particularly for first- and third-party data—was also the top-reported competency of DMPs by US marketing professionals in a September 2◑↔↕▪012 surveyed byWinterberry ¤Group.

Other than their role in organizing data on customers, DMPs∴ are also a prime tool for¤ campaign mㄨeas≥urement, both wiλthin digital and across platforms.

“There’s real value in being able to address the audience first to determine what to buy,” said Mark Zagorski, CEO of data provider eXelate. “By looking at your audience and how they’re interacting with a particulaЫr ad or promotion, you can take those learnings and feed them into your current efforts and your next camp∷aign.”

The full r∝eport, “Data Management Platforms: Using Big Data to Power Marketing Performance” also answers these k∽ey questions:

What are Big Data and DMPs? H╣ow are marketers using DMPs forШ audience ∴targeting? How are ▓publishers using DMPs for audience targeting? How are marketers using DMPs for digital and cross-platform attribution? How are DMPs different from CRM platforms?