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Top Data Management Platforms

Data Management Platforms, aka DMPs, are main platforms for keeping digital data related to digital marketing. Such as, Cookie IDs, browser information and mobile identifiers. They help to market to different customer segments, demographic customers, past browser interactions, customer locations, multiple device usages and many more…

Why to use DMPs?

  • First of all, all of your data comes to an unique, single platform. You get a view of your customers over multiple browsers, devices, locations and etc…
  • DMP can find you new and identical customers. All big DMPs provide a lookalike statistical modeling to find similar audience(or customer) to your current audience(or customer).
  • DMPs provide regular and real-time results. You obtain a long term, regular and continuous look over your customer or lookalike customers via DMP.

These are the top benefits I found to use DMPs.

What are the top DMP Platforms.

Nowadays, these platforms are the most used DMP Platforms.

  • Salesforce DMP (Previously known as Krux)
  • OnAudience.com
  • Snowflake
  • Lotame
  • CloudEra
  • Nielsen

Salesforce DMP

Formerly known as Krux. Salesforce obtained Krux late 2016 and it is now Salesforce DMP. This is a DMP tool that digital marketers capture and unify data from multiple touches. It is backed with Salesforce Einstein artificial intelligence. It has enormous machine learning capabilities that helps marketers to track customers(or lookalike customers) from multiple channels.

Website : https://www.salesforce.com/products/marketing-cloud/data-management/

OnAudience.com

OnAudience.com provides a very easy use interface. They provide fast and easy audience segmentation based on popular attributes such as gender, age, interests and etc… This software is getting more attention from digital marketers each year.

Website: OnAudience.com

Snowflake

Snowflake has a one feature that benefits to digital marketers. It is data management service. It provides a fast and easy data management service opportunity for your data management requirements. This service eliminates need to integrate your data to your DMP or creating data manipulation ahead of using a DMP service. Snowflake has an easy integration tools to gather data from your multiple cloud-based software.

Website: SnowFlake.com

Lotame

You can connect and feed Lotame with multiple data sources such as email, social data, mobile data, CRM data and etc… In addition to DMP features, Lotame provides tools to enhance your website optimization for your marketing purposes. Lotame also provides an effective first party data onboarding service.

Website: Lotame.com

CloudEra

CloudEra is one of the few platforms for any kind of data. CloudEra provides tools for Data Engineering also. It provides a data hub service for your multiple data sources. Also you can keep some of your operational data in CloudEra and share that information with CloudEra provided DMP service, which makes a faster return on results when you need faster results (for instance finding a lookalike customers for your ecommerce site during a short holiday/campaign season).

Website: CloudEra.com

Nielsen

Nielsen allows you to select from their extensive audience segmentation. They provide personalized advertising and content across multiple channels. Your company users may be able to make analysis on customer journeys.

Website: Nielsen.com

Salesforce picked Azure to power Marketing Cloud Infrastructure

Salesforce made a new partnership with Microsoft recently.

Microsoft Azure platform is going to host the Salesforce Marketing Cloud.

The Salesforce and Microsoft new alliance is not only limited to the Marketing Cloud. Now, Salesforce is going to build an integration between its Sales and Service Clouds to Microsoft Teams also. So, the new integration will make life easier for mutual users of both brands on these platforms. The Microsoft Teams users will be able to search their contacts directly in their Teams app in the early months of 2021. Previously, Salesforce created integrations to some other Microsoft platforms like OneNote and Skype for Business.

In one statement Salesforce co-CEOs Marc Benioff and Keith Block said, “We are excited to expand our partnership with Microsoft and bring together Salesforce with Azure and Teams to deliver incredible customer experiences.”

Salesforce currently uses both Amazon Web Services and Google Cloud Platform. The new Microsoft agreement makes Salesforce a big customer for all of the three Cloud Providers. Salesforce mentioned that this new agreement has no impact on its relations with the other two platforms.

This is a huge and meaningful win for Microsoft, just after Microsoft Azure is chosen by the Pentagon.

Introducing to New Salesforce Content Management System

Today, Salesforce announced its new CMS platform. The main motivation is to provide a tool to distribute your content to any channel or device by using this CMS.

As you know, the current marketing world depends on omnichannel. As users of these marketing tools, we expect consistent customer experience. We expect the same consistency from the email we read, from the store we visit, from the video we watch, from the support team we contact, from the salesperson we met, or even from the message of the CxO of the brand we read on the newspaper.

Salesforce thinks that there is a gap with the current CMS systems that brands use. When brands are interacting with us, Salesforce believes that CMS systems should be more improved when increasing the customer experience when customers are in a customer journey in some way. For instance, if one of the salesperson(or a marketing email, you name it) of the brand offers a unique 10% discount to a user, that user expects that price or promotion while browsing the website of the brand. This is the gap Salesforce focuses to fill with the new CMS.

On the other side, there is another problem with traditional CMS systems. When a marketing team creates a new campaign, it may take days (or even months in some cases) for the developer and designer team to add that campaign info to the website. Salesforce offers a connected system advantage between CRM, Marketing Cloud with CMS.

Simplicity is a keyword.

The new CMS offers brands to create, manage and deliver content easily. Any person in the Marketing team may be able to create a CMS content within the consistency of the CMS structure.

Touches the other Software

Yeap, all Salesforce software used in the company is going to connect with your CMS. The info in a personalized email from Salesforce Marketing Cloud, a unique offer in Salesforce CRM, a special service record in Salesforce Service Cloud will be connected with the CMS piece of the customer touch.

With Salesforce, now the CMS is going to be part of the Customer Experience magic!