Digital audience management: Building and managing a robust data management platform for multi-channel targeting and personalisation throughout the customer journey

Vaibhav Gardé
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Vaibhav Gardé: FedEx Customer Engagement Marketing, USA

Applied Marketing Analytics: The Peer-Reviewed Journal, 2018, vol. 4, issue 2, 126-135

Abstract: In today’s digital economy, marketing is increasingly driven by accurate data, thoughtfully constructed technology stacks (ie MarTech), Agile processes and constantly updated skill sets. Applications of artificial intelligence (AI) and machine learning — led by the rapid adoption of cloud computing — permeate most, if not all, marketing activities undertaken by small and large brands today. A data management platform (DMP) is at the heart of modern marketing: it combines data, technology, collaboration and multi-channel targeting/personalisation in ways that were unthinkable just a few years ago. Data privacy and consumer choices about how they would like their data to be used for better content play a very important role in this space. This paper covers key aspects of building a robust data management practice for medium and large firms that either already own a DMP or are looking to bring it in-house in the near future. The topics covered will also be very helpful for marketers wanting to make optimal use of DMPs owned by their agency partners. As always, no matter how good the data, it is invariably the correct composition of people, processes and technology that yields the best results. These critical aspects are highlighted herein along with tips on setting up experiments to evaluate success and to improve over time by adopting a ‘test and learn’ approach.

Keywords: data management platform; demand-side platform; audience; personalisation; targeting; first-party data; lookalike modelling (search for similar items in EconPapers)
JEL-codes: M3 (search for similar items in EconPapers)
Date: 2018
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