¿Cómo segmentas y te diriges a tu audiencia utilizando una DMP?

Lo más importante es elegir bien el DSP (sabiendo que fuentes de data tiene), todo el mundo quiere vender y son capaces de inventarse los datos para vender. Por eso elegir un DSP de confianza puede darnos más garantías de que los datos que tenga para poder targetizar las campañas sean reales)

Os principais pontos a considerar na escolha são: 1 - Defina seus objetivos e resultados esperados: Tenha clareza sobre quais são os objetivos do projeto e os resultados que deseja alcançar. 2 - Trabalhe com múltiplos targets: Utilize diferentes opções de target em seu projeto. Isso permitirá a realização de experimentos e a otimização da campanha. 3 Seja flexível com plataformas e marcas: Não se apegue a uma plataforma ou marca específica. Se o projeto não estiver atingindo os resultados esperados, não hesite em fazer mudanças.

How to Segment and Target Your Audience Using a DMP: Collect Data: Aggregate data from various sources. Segment Audience: Create segments based on demographics, behavior, and interests. Integrate Data: Combine first-party, second-party, and third-party data. Lookalike Modeling: Find new users similar to your best segments. Personalize Content: Customize messaging for each segment. Cross-Channel Targeting: Use unified segments across multiple channels. Optimize in Real Time: Adjust strategies based on performance. Analyze Campaigns: Continuously refine targeting with performance insights.

Selecting a DMP? Focus on security, scalability, and a user-friendly interface. It's vital for integrating with your existing tech stack, ensuring smooth operation. A powerful analytics engine is key - it helps segment and target audiences effectively. Remember, a strong DMP is like a reliable engine in your ad tech vehicle, driving your campaigns towards success.

To segment and target your audience using a DMP with first-party data, you first collect data directly from user interactions with your owned channels like websites, mobile apps, email campaigns, and customer databases. This data is then aggregated and organized in the DMP to create detailed audience segments based on characteristics such as demographics, behaviors, interests, and purchase history. Once these segments are established, you can activate them for targeted advertising by connecting your DMP to your ad server. When a user from a specific segment visits your digital property, their anonymized ID is matched in real-time, allowing you to serve them personalized ads or content based on their segment attributes.

A critical aspect of any DMP Strategy is identification of data sources (DS) which are clean and compliant with the laws-of-the-land like POPIA,GDPR,etc. Cleanliness of DS can make or break the authenticity of the profile matching/overlays, further enriching the profiles. The traditional DS will be performances of digital/OTT products, channels/publisher networks, MCNs, social networks, websites, apps and self service apps, etc. Data segmentation enables categorization of data which helps to target with high relevance. Segmentation will cut across some generic & customized categorizations like demographics, behaviographics, sociographics, geographics, etc. Prioritizing these attributes based on relevance enhances the value of the campaigns.

When running campaigns targeting your customer audience, the success of those campaigns starts in your DMP and is largely dependent on how those audiences are segmented. RFM (recency, frequency, monetary value) is a popular and highly effective way to segment your customers. This method is based on when their last purchase happened, how frequently they purchase, and how much the customer has spent over time.

Here is how to accomplish this in the Google Marketing Platform 1. Define audience segments based on demographics, behaviors, interests, etc. 2. Use Audience Manager to create segments in Google Marketing Platform 3. Activate segments 4. Monitor performance 5. Optimize Continuously refine your approach to improve targeting and campaign effectiveness.

Creating and activating the audience segments aligns to your clients product strategy and campaign objectives. Segments created should be measurable in nature to ensure effective campaign results aligned to the campaign objectives. Once the segment is created based on, lets say, audience viewing behaviors. The segments created should be send to they key player within the ad tech landscape, hence its essential to have a tight tech ecosystem with your tech partners and ad servers through an integrated model.

To provide an example of campaign set-up and optimization decisions based on RFM segmentation: 1. You may find a segment of your audience that purchases so frequently, and is therefore so loyal, that you don't need to spend marketing dollars against them. 2. If you have an audience that hasn't purchased in a while (based on recency analysis), you may want to target those users specifically via email with a promotion offer. Or on social with a tailored win-back method. 3. You may find customers who only purchase from you seasonally (ex. gifts for the holidays). In this case, you can decide to spend money against them only during those seasonal periods, and can forego including them in evergreen campaigns - again saving money.

Performance measurement, monitoring, reporting & optimization play very instrumental roles in the DMP and campaign strategies. Its like your report card that publishes the result of your campaign through various measuring metrics like conversions, impression, reach, frequencies, etc. You can match outcomes of the results with the campaign objectives leveraging the dashboards, reporting and insights. Dashboard alerts based on customized rules by campaign type are great way to live optimize your campaign. Continuous monitoring of the relevant and applied metrics through the dashboards and other segment metrics will enable you to optimize your campaigns regularly and share the performance with your clients for visibility and effectiveness.

The ability of a DMP to enhance both the quality and quantity of data is a game-changer on many levels. Collecting enriched customer data allows for more precise audience segmentation, ensuring each ad reaches relevant audience segments. Additionally, a DMP enables the delivery of tailored messages across various channels and devices, ensuring a consistent and personalized user experience. Based on campaign data, brands can use DMPs to uncover new opportunities and gain insights into consumer behavior.  It’s worth pointing out that while many people see DMPs and other data tools - CDPs or data clean rooms, as mutually exclusive, this is not the case. These platforms give brands and publishers a richer toolset for handling first-party data.

DMP is a multi-facet-purpose tool that improves the quality and performance of ad campaigns. DMPs enable businesses to build insights, reports, & develop personalized ad campaigns based on customer profiles. DMPs collect, organize, and activates 1st,2nd & 3rd-party audience data from various online & offline sources. Detailed customer profiles are built that drives targeted advertising and personalization initiatives. It also gives benefits of cost effectiveness, customized messaging, insights management, bid management, decision making, data consistency, scale & security, automation etc. Its critical, you hire a DMP specialist or train your digital ops or digital ad analytics team to learn and apply the tool to gain maximum benefit.

Again, real time is key. A data platform built on Edge Computing vs Hybrid or Cloud is a game changer, beyond the fact it is a robust way to secure your golden nugget that is your 1st Part data Especially in a world dominated by the big American and Chinese platforms. A way to sanctuary your 1P data and become your own walled garden to compete against these platforms with the same guns And if you cumulate this with user friendly insights and dashboards you will be able to optimize easily the KPIs of your campaigns so that you will be able to propose an easy rebooking with strong arguments DM me if you want more advices