B&TB&TB&T
  • Advertising
  • Campaigns
  • Marketing
  • Media
  • Technology
  • Regulars
    • Agency Scorecards
    • Best of the Best
    • Campaigns of the Month
    • CMO Power List
    • CMOs to Watch
    • Culture Bites
    • Fast 10
    • New Business Winners
    • Spotlight on Sponsors
  • Jobs
  • Awards
    • 30 Under 30
    • B&T Awards
    • Cairns Crocodiles
    • Women In Media
    • Women Leading Tech
Search
Trending topics:
  • Cairns Crocodiles
  • Nine
  • Seven
  • Cannes Lions
  • NRL
  • WPP
  • B&T Women in Media
  • AFL
  • Thinkerbell
  • Pinterest
  • State of Origin
  • Anthony Albanese
  • imaa
  • Meta
  • ARN
  • AI
  • Spotlight on Sponsors
  • TV Ratings
  • Radio Ratings
  • Sports Marketing

  • About
  • Contact
  • Editorial Guidelines
  • Privacy
  • Terms
  • Advertise
© 2025 B&T. The Misfits Media Company Pty Ltd.
Reading: How To Avoid Being Up Data Creek Without A Paddle
Share
B&TB&T
Subscribe
Search
  • Advertising
  • Campaigns
  • Marketing
  • Media
  • Technology
  • Regulars
    • Agency Scorecards
    • Best of the Best
    • Campaigns of the Month
    • CMO Power List
    • CMOs to Watch
    • Culture Bites
    • Fast 10
    • New Business Winners
    • Spotlight on Sponsors
  • Jobs
  • Awards
    • 30 Under 30
    • B&T Awards
    • Cairns Crocodiles
    • Women In Media
    • Women Leading Tech
Follow US
  • About
  • Contact
  • Editorial Guidelines
  • Privacy
  • Terms
  • Advertise
© 2025 B&T. The Misfits Media Company Pty Ltd.
B&T > Marketing > How To Avoid Being Up Data Creek Without A Paddle
MarketingOpinion

How To Avoid Being Up Data Creek Without A Paddle

Staff Writers
Published on: 9th June 2017 at 4:32 PM
Staff Writers
Share
6 Min Read
SHARE

In this guest piece, Eloise Lloyd (pictured below), principal success manager at Salesforce DMP, explains what marketers need to consider before choosing a data management platform.

Eloise Lloyd

Wading through your own data can feel like you’re up the proverbial creek without a paddle, and as many marketers can attest, there is more pressure than ever to make data pay with visible results through a data management platform (DMP). The questions many marketers, media organisations and agencies need to reflect on is what makes a good DMP partner and how can they get the most from their data?

A recent report by Persistence Market Research predicted the DMP market in the Asia Pacific will grow rapidly, registering a 15.6 per cent annual growth rate over the next seven years.

Yet, research studies also indicate many of these systems are falling short of expectations. In a recent AdAge report, for example, fewer than 25 per cent of respondents said they were satisfied with how their DMPs are handling channels.

The divide between the growth of the platform and users’ expectations is testament to the fact that not all DMPs are created equally. I have listed four key considerations for marketers before choosing a DMP.

  1. Future proof your business with a next-gen DMP

In the last five years there have been dozens of DMPs hitting the market. However, the only platform which has the ability to connect to a wide range of execution partners including supply and demand-side platforms is a next-gen DMP. Next-gen DMPs should provide declarative modelling, predictive modelling and activation. Declarative data is first-party user data and predictive data is the lookalike modelling or cross device identity management (CDIM). Predictive CDIM can also recognise a user on multiple devices even if they haven’t logged in. This is highly useful when you are trying to analyse ‘people’ data or frequency cap across platforms.

A next-gen DMP should have the ability to store and activate data over a 13-month period if required. For instance, you may have seasonal content or campaigns, such as for rugby league season or Christmas, which you need to store for longer than 90 days so you can activate it the following year.

  1. Data currency is only realised if you choose to activate it

There is no point having a DMP if you don’t want to activate your data on-site or via the programmatic landscape. If this is the case, save yourself time and money and invest in an analytics platform.

Activating data is asking what your customers are doing and how you can give them more of what they want. On-site personalisation, site design, ad targeting, ad suppression and retargeting are all good examples of activations that are uniquely enhanced through a DMP.

Activation might be off-site and across the programmatic landscape. For example, an organisation might want to target or suppress their known users on other publisher sites or via external platforms such as DSPs and SSPs. A DMP will provide enormous benefit here.

  1. Second-party data is your new best friend

The second-party data marketplace will explode and has exciting potential, with Gartner predicting that by 2019, 75 per cent of analytics solutions will incorporate 10 or more data sources from second-party partners or third-party providers.

Second-party data becomes really powerful when data is shared between companies that have an existing relationship. For example, real estate listings websites have a wealth of information about potential home buyers and car auction sites have potential car buyer data. If the data from both site is shared, you can build rich segments of users who can be targeted for car, house, or other life-stage changes such as insurance or financial planning. The opportunity for creating segments for targeting customers is huge.

Some companies will want to buy second-party data and some will want to trade it. A next-gen DMP connects companies and allows for secure data-trading that prevents your valuable data from being leaked or captured by an unauthorised party.

  1. Your DMP provider needs to be a true partner and not a bystander

Every organisation has a unique use case and data set, so it’s important to note that like any tool, data is only as good as the people who use and manage it.

An effective DMP provider should be there to help capture, unify and activate data to orchestrate more relevant and valuable consumer experiences. They should challenge you, show you ways to evolve your activation and evolve your use case.

When choosing a DMP partner, make sure you ask for guidance and support to ensure you get the most out of the platform.

Join more than 30,000 advertising industry experts
Get all the latest advertising and media news direct to your inbox from B&T.

No related posts.

TAGGED: data management platform, Designworks, DMP, Rob Creekmore
Share
Staff Writers
By Staff Writers
Follow:
Staff Writers represent B&T's team of award-winning reporters. Here, you'll find articles crafted with industry experience spanning over 50 years. Our team of specialists brings together a wealth of knowledge and a commitment to delivering insightful, topical, and breaking news. With a deep understanding of advertising and media, our Staff Writers are dedicated to providing industry-leading analysis and reporting, both shaping the conversation and setting the benchmark for excellence.

Latest News

NSW Blues & Adidas Kick-Off Game III With ‘House Of Blue’
04/07/2025
TV Ratings (03/07/2025): Nearly 800K Tune In For Joanna Lumley’s ‘Absolutely Fabulous’ Danube Tour
04/07/2025
Google’s Veo 3 Being Used To Create Racist Videos For Social
04/07/2025
Enrichd Group & Greg Inglis Launch ‘Stick With It’ Mental Health Movement
04/07/2025
//

B&T is Australia’s leading news publication magazine for the advertising, marketing, media and PR industries.

 

B&T is owned by parent company The Misfits Media Company Pty Ltd.

About B&T

  • About
  • Contact
  • Editorial Guidelines
  • Privacy
  • Terms
  • Advertise

Top Categories

  • Advertising
  • Campaigns
  • Marketing
  • Media
  • Opinion
  • Technology
  • TV Ratings

Sign Up for Our Newsletter



B&TB&T
Follow US
© 2025 B&T. The Misfits Media Company Pty Ltd. All Rights Reserved.
Welcome Back!

Sign in to your account

Register Lost your password?