The Benefits of Managing Marketing Data with a DMP

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The Benefits of Managing Marketing Data with a DMP Posted: 23 Mar 2016 06:00 AM PDT Your business is sitting on a lot of data. The problem is that without the technology to knock it into shape, it’s likely to be inert. The tool to bring it to life is called a data management platform (DMP). In order to manage and make sense of the mass volumes of data being gathered, advertisers and marketers are turning in increasing numbers to DMPs. In fact 27% of those surveyed in Econsultancy’s report The Role of DMPs In The Era of Data Driven Advertising had just implemented a DMP in the past year. Let's take a look at some of the many benefits DMPs can deliver to your business. Use your existing data A good DMP carries a number of benefits you won’t find elsewhere. First it uses data that most enterprises are already generating, whether through CRM or more sophisticated web analytics. It sets these to work alongside data inputs already coming into your business, but also those that have yet to materialise. You might use cookies to track clients with their permission. You might collect email addresses but there’s more to come.  Extract meaning from the data Customers’ social media footprints are increasingly helpful as a means of predicting their behaviours. In the future there may be fingerprint recognition or other biometrics in certain situations. The key thing is to be ready. The future is uncertain, but change and advances are inevitable. At the moment you probably know a lot about your existing customers. You know their attributes from their social media profile and their interactions with you. You might realise that to scale the business you need to find more people like these customers. If you’ve been collecting the right data you might already have all you need.  Profile your customers The right DMP will not only collect and analyse the data, but it will help you to extrapolate. It will work out that if your existing customers are from background A and exhibit behaviour C, then people from background B with behaviour D are almost ready to buy. This means the top end of your sales funnel will be increasingly full of prospects based on attributes and data rather than leads obtained through more random means. The likelihood of success with these prospects is far greater because you already know something about them. Constantly improve your campaigns The data doesn’t sit still. Constant input means the information fed into the system can be updated all the time, in real time. Your data now has a context. This changes the rules of, and indeed the nature of, every engagement. It’s now dynamic rather than static, so when the customer returns, you’re starting from where you left off. Too many companies waste too much time reviving contacts by starting all over again rather than from where they left off. Europe is lagging behind America According to the Econsultancy report Europe is slightly behind America when it comes to using DMPs. The report states that 26% of those surveyed in America have been using a DMP for more than four years, however only 16% of Europeans have been doing the same. In fact the percentage of recent adopters (those using a DMP for a year or less) in Europe (35%) far outnumber those in America (19%). This creates a massive opportunity for early adopters of DMPs in Europe to gain ground in their market and an opportunity for others to investigate the advantages a DMP could bring to their business. This means companies in Europe that already utilise, or are looking to utilise, a DMP reduce the risk of spending time analysing different on and offline assets, departments and touch points. This enables European companies to move closer to the single and more complete customer view held by their American counterparts. The future is all about the manipulation of data. Few people doubt this. A good DMP will tell you what to do with it all. Takeaways A DMP can enable you to extract deep meaning from data you are already collecting. Through data management you can create a profile of your ‘best’ customers are look for others who fit this profile. By having your data merged and managed within a single system you will be able to create a single view of the customer. Discover more insights into how DMPs can benefit your business and what the future holds for DMPs, download The Role of DMPs in the Era of Data-Driven Advertising now.  This posting includes an audio/video/photo media file: Download Now

Announcing the 10th Anniversary Markie Award Finalists Posted: 22 Mar 2016 09:00 AM PDT It's that time of year that everyone is waiting for: the announcement of the Markie Award Finalists for 2016. It is the 10th Anniversary of this prestigious award that highlights the success of the best Modern Marketers in the industry. The award submissions have grown since last year and more fully reflect the breadth of the Oracle Marketing Cloud. We've had more entries using marketing automation, cross-channel marketing, content marketing, social media and data management than ever before. There are also entries in our new testing and optimization category. All told, there were 350 entries, which is up 80% over last year. With so many entries, you might not think that there would be a theme. But there is. The best Modern Marketers, as represented by their Markie Award submissions, are all about the customer. That's right. Those who put the customer at the center of their campaigns, programs and activities are also the ones who are achieve superior results in marketing. This is not a coincidence. The winners of the Markies will be presented at the Modern Marketing Experience on Tuesday, April 26 at 8pm in Las Vegas. This will be a night to celebrate the best in Modern Marketing. Best Customer Retention or Loyalty Program Every company says they are customer focused, but few actually deliver. These marketers created a customer retention or loyalty program that successfully transformed their customers into fiercely loyal brand advocates. They shifted their culture from consumer transactions to customer relationships to drive loyalty. Cetera Financial Group Eaton JetBlue Airways Penton Telstra Best Digital Marketing Ecosystem These marketers have taken advantage of digital marketing integration to enhance processes or improve analytics. They created an integrated ecosystem with CRM, third-party cloud apps, or other applications to automate, streamline, and enhance their marketing efforts. Finalists in this category think beyond the norm and consider how they can work with IT to leverage tech investments far beyond marketing automation to positively impact the business and revenue. comScore, Inc. Dell Inc. Lenovo Sage Vodafone Global Enterprise Best Email Marketing Campaign There are some email communications that are so well written, so masterfully designed, that it’s only a question of when people will respond. Achieving extraordinary response rates isn’t luck. It’s the result of great targeting, content, personalization, and timing.  Comcast Corporation Eaton Jetstar Schwan’s Home Service Select Comfort Best Emerging Company Marketing Campaign As a fast-growing, emerging company of $100M in revenue or less, these marketing teams are lean, mean, and green with envy over the human and financial resources that big company marketing departments throw at their campaigns. These Modern Marketing heroes have chosen marketing automation to do the work of ten people with just themselves and a trusty sidekick running the show. They have made marketing magic with online creativity, digital communication, and compelling content. Cloud Direct FramesDirect.com McCrometer Mobovida, LLC Virginia Tire & Auto Best Integrated Consumer Marketing Program These marketers create personalized experiences for consumers with relevant content, messages, and promotions across web, social, mobile, email, display, or other digital channels. They are attracting or retaining their ideal customers. If the customers are fiercely loyal, then they become brand advocates. They have designed integrated consumer marketing programs that resonate with customers to produce results. AGA John Wiley & Sons, Inc. Magazine Luiza Mountain America Credit Union Penton Best International Campaign These campaigns have run outside the United States. It may have been in multiple countries in multiple languages, a modification of program originally created in the US and re-launched in another country, or any variation in between. Measurable results – especially in comparison to non-localized campaigns – will be critical in demonstrating success. Arkadin Collaboration Services Jetstar Juniper Networks TomTom Zebra Technologies Best Lead Management Program These marketers have a sophisticated lead management program that delivered measurable results. They use lead scoring and deliver results that are compelling. Sales and marketing are aligned. People, process and technology all come into play in this award. Ingram Micro Insperity Juniper Networks MTV Oy Penn Foster Best Mobile Experience These marketers have personalized experiences with messages and promotions optimized for mobile that create a great experience for their customers. Mobile is the platform of choice for a majority of their ideal customers. If they’re reading emails, making mobile transactions, sharing through social, or simply using smartphones and tablets to connect all day and every day. Harry & David Mobovida, LLC Product Madness Reiss Zalora South East Asia Best Sales & Marketing Alignment Can Marketing and Sales really achieve true alignment? It takes more than words. These companies have translated words into action through tighter organizational alignment, shared goals and reporting, new communications strategies or innovative approaches to compensation. Chicago Bears Football Club Inc. GE Healthcare Hewlett Packard Enterprise John Wiley & Sons, Inc. Sierra Wireless Best Social Campaign These brands and companies effectively use social marketing as a strategy to build brand awareness or turn customers and prospects into advocates. These brands use social media in new and interesting ways or as the centerpiece of a successful new program. They have seized social media opportunities and generated proven results. FamilyShareNetwork / Deseret Digital Mack Trucks (Big M) Mack Trucks (The Horn) Thomson Reuters Time Warner Cable Business Class Best Testing & Optimization of the Customer Experience These marketers are optimizing the online customer experience with testing, insights, and personalization. They have maximized revenue potential across web, mobile, social, apps, and other digital channels as a result. Nominees for this award have incorporated testing and optimization of their campaigns and programs to mitigate risk, drive better decisions, increase revenue, and improve the customer experience. Intuit QuickBooks Mercury Insurance Nordstrom YOTEL Zalora South East Asia Best Use of Audience Data These marketers are targeting and engaging their ideal audience for a specific business initiative. They are successfully using audience data for modeling audiences (e.g. Look-Alike Modeling) to drive results and decrease wasted ad spend. This award recognizes organizations that use audience data in innovative and strategic ways, and have seen their efforts pay off with faster conversions, increased revenue, and higher ROI. Dell Inc. Intel Corporation Laser Spine Institute Lexus / Team One realestate.com.au Best Use of Data Analytics & Insights These marketers are interpreting data for actionable recommendations that improve business results. They make strategic decisions to improve their customer experience. This award recognizes an organization that has moved beyond reporting (old methods of organizing data into informational summaries to monitor performance) towards analysis (new data and meaningful insights that improve performance). IHS Mercado Libre Mobovida, LLC Ruukki Thomson Reuters Best Web or Commerce Experience The data-driven Modern Marketer delivers a personalized buying experience for every customer. They provide their customers with relevant content, merchandising, personalized search, customized marketing programs, and tailored websites, across all channels. This award recognizes the supremely enlightened organization that truly gets the power of personally engaging, consistently delightful, and seamlessly integrated experiences where the customer runs the show. DLT Solutions FramesDirect.com Ingram Micro Penton SunPower Corporation Content is King Drawing in prospects with engaging content is an important piece of Modern Marketing. These nominees aligned their target personas and the buyer’s journey to their content strategy. Their content converts prospects, sustains customers, and impacts revenue. Winners of this Markie will have a strategic approach to content marketing that sets them apart from their competitors. Atmel Corporation Dell Inc. Sammons Retirement Solutions TD Ameritrade Institutional Wine.com.br Modern Marketing Leader of the Year Just as great people are the foundation for successful businesses, innovators are often the driving force behind exceptional marketing. You know who they are—the passionate senior people that push their teams to succeed, lead change, set the vision for the entire marketing organization, and deliver results. Blake Cahill, Royal Philips Aaron Cullers, Dell Inc. Meagen Eisenberg, MongoDB Milla Ikonen, F-Secure Neil Rongstad, Rockwell Automation Most Creative Marketing Campaign Sometimes all of the pieces align to create a fantastic marketing campaign—the perfect idea, the right target, the memorable artwork, the personalized follow-up, and of course, the measurable results.  Avalara Cisco Systems Eaton Sammons Retirement Solutions Time Warner Cable Business Class Rapid Transformation This award is open to those who have successfully implemented any Oracle Marketing Cloud technology in the past year. Enabling a high performance marketing culture isn’t always easy. For most organizations, it can take time to master the intricate blend of messaging, segmentation, data orchestration, organizational alignment and other disciplines. So how do some businesses make Modern Marketing transformation look easy in their first year? The Rapid Transformation award honors fast starters for their superb planning, execution, and results. BT Global Services Cisco Systems HCL Technologies Mediaset Premium VSP Global Experience the Markies Live at the Modern Marketing Experience on Tuesday, April 26 at 8pm. This posting includes an audio/video/photo media file: Download Now

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