WEBINAR Data Management Platforms Drive Marketer Success Susan
WEBINAR Data Management Platforms Drive Marketer Success Susan Bidel, Senior Analyst Richard Joyce, Senior Analyst November 11, 2015. Call in at 10: 55 a. m. Eastern time
We work with business and technology leaders to develop customer-obsessed strategies that drive growth. © 2015 Forrester Research, Inc. Reproduction Prohibited 3
Agenda › What is a DMP? › How are marketers using DMPs? › Future trends © 2015 Forrester Research, Inc. Reproduction Prohibited 4
Agenda › What is a DMP? › How are marketers using DMPs? › Future trends © 2015 Forrester Research, Inc. Reproduction Prohibited 5
Data management platforms defined CONSISTENT WITH 2013 A unified technology platform that intakes disparate first-, second-, and third-party data sets, provides normalization and segmentation on that data, and allows a user to push the resulting segmentation into live interactive channel environments. © 2015 Forrester Research, Inc. Reproduction Prohibited 6
DMP: unified approach to marketing © 2015 Forrester Research, Inc. Reproduction Prohibited 7
DMPs put the audience first. . . › DMPs are the foundation for managing audiences across multiple digital touchpoints. › We see this on the marketer and vendor side. © 2015 Forrester Research, Inc. Reproduction Prohibited 8
Evolving criteria for Forester Wave™ participation COMPARED WITH 2013 › Ten times the number of live clients, at minimum • Ten in 2013; 100+ in 2015 • Reflecting sector growth › Publisher and marketer clients • Only marketer clients in 2013 • Reflecting focus on first- and second-party data › Growth of minimum clients over the past year • Demonstration of market traction © 2015 Forrester Research, Inc. Reproduction Prohibited 9
Sector evolution DMPs IN 2013 WAVE › Adobe • Audience Manager, formerly Dem. Dex, acquired in 2011 for $58 million › Aggregate Knowledge • Acquired by Neustar on October 30, 2013 for estimated $119 million › Blue. Kai • Acquired by Oracle on February 24, 2014 for an estimated $350 to $400 million › Core Audience • Launched as Red Aril; acquired by i. Crossing in 2012; rebranded in 2012; now solely focused on Hearst properties © 2015 Forrester Research, Inc. Reproduction Prohibited 10
Sector evolution DMPs IN 2013 WAVE › Knotice • Acquired by Ignition. One in 2014 primarily for its email service to enhance Ignition. One’s position as an omnichannel data life-cycle marketer › n. Pario • Launched in 2010 by former Yahoo! executives; closely aligned with WPP; shuttered in 2013 › X Plus One • Acquired by Rocket Fuel in 2014; combining a “Leader” DSP with a “Leader” DMP © 2015 Forrester Research, Inc. Reproduction Prohibited 11
DMPs in 2015 Forrester Wave NEW CAST OF CHARACTERS › Leaders • Adobe • Krux • Neustar › Strong Performers • • Oracle Lotame KBM Group Google*** › Contenders • Cxense Source: “The Forrester Wave™: Data Management Platforms, Q 4 2015” Forrester report © 2015 Forrester Research, Inc. Reproduction Prohibited 12
Highly rated DMPs anticipate and invest THE CLIENT IS IN THE DRIVER’S SEAT › Anticipate individual client needs. › Invest in proprietary solutions. › Customize operations around those needs. › Integrate with leading point solutions. › Understand that the DMP is becoming the intelligence engine for the entire enterprise. › In order to offer clients the widest array of options. © 2015 Forrester Research, Inc. Reproduction Prohibited 13
Core capabilities 2015 EVALUATED CURRENT OFFERING CRITERIA › Data ingestion and syndication › Data classification › Data analysis © 2015 Forrester Research, Inc. Reproduction Prohibited 14
Customer KPIs AS DMP MOVES TO THE CENTER OF ORGANIZATIONS › Comprehensive set of capabilities • Ideally including proprietary solutions › Comprehensive set of integrations • Leading independent point solutions › Complete customization • Customer drives the relationship versus fitting into pre-fab offering. © 2015 Forrester Research, Inc. Reproduction Prohibited 15
Customer KPIs AS DMP MOVES TO THE CENTER OF ORGANIZATIONS › Regular interaction to monitor process • Gathering customer feedback in formal and informal ways › Ease of use › Robust services and support › Environment focused on innovation • Staying one step ahead of evolving client needs © 2015 Forrester Research, Inc. Reproduction Prohibited 16
Customer references “Krux serves us not only as a vendor, but also as a business partner. Our goals are tightly aligned, and they help facilitate business deals between us and other clients. They listen very closely to our product recommendations and help provide constructive consultation when we endeavor larger projects including them and other partners. ” "The days of 20 people involved in every step from the business objective down to posting the blog is insanity. We're tripping over each other. " © 2015 Forrester Research, Inc. Reproduction Prohibited 17
Customer references "The days of 20 people involved in every step from the business objective down to posting the blog is insanity. We're tripping over each other. " “Adobe Audience Manager has been critical in our business’s continued growth and success. As a single source of truth for audience data, AAM has empowered disparate teams to be able to think outside of the box on what it means to be ‘data enabled. ’” © 2015 Forrester Research, Inc. Reproduction Prohibited 18
Customer references "The days of 20 people involved in every step from the business objective down to posting the blog is insanity. We're tripping over each other. " “We have a very non-standard use case, seeking cross-device identity support at huge scale. After a very careful analysis of all providers, we determined that Krux is the only vendor who can both protect our deterministic match data and allow us to fully leverage that data in the ecosystem. ” © 2015 Forrester Research, Inc. Reproduction Prohibited 19
Agenda › What is a DMP? › How are marketers using DMPs? › Future trends © 2015 Forrester Research, Inc. Reproduction Prohibited 20
More than 1 DSP versus 1 DMP © 2015 Forrester Research, Inc. Reproduction Prohibited 21
Adoption of the DMP is still in the works © 2015 Forrester Research, Inc. Reproduction Prohibited 22
How long have they been using the DMP? © 2015 Forrester Research, Inc. Reproduction Prohibited 23
Finding value in the DMP
Using the DMP beyond digital media buys © 2015 Forrester Research, Inc. Reproduction Prohibited 25
You get what you pay for © 2015 Forrester Research, Inc. Reproduction Prohibited 26
Vendors are satisfying needs © 2015 Forrester Research, Inc. Reproduction Prohibited 27
DMPs put marketers in control. . . › Less than 30% of the marketers we surveyed involve external resources for leveraging a DMP. › From interviews, marketers are not comfortable sharing certain types of data. © 2015 Forrester Research, Inc. Reproduction Prohibited 28
Marketers manage DMP on their own © 2015 Forrester Research, Inc. Reproduction Prohibited 29
Key stakeholders involved © 2015 Forrester Research, Inc. Reproduction Prohibited 30
Budget owners that have the money © 2015 Forrester Research, Inc. Reproduction Prohibited 31
Getting deployed quickly © 2015 Forrester Research, Inc. Reproduction Prohibited 32
Marketers expect tech to be vetted by IT © 2015 Forrester Research, Inc. Reproduction Prohibited 33
Agenda › What is a DMP? › How are marketers using DMPs? › Future trends © 2015 Forrester Research, Inc. Reproduction Prohibited 34
DMP gets a makeover.
Convergence on the space © 2015 Forrester Research, Inc. Reproduction Prohibited 36
Buyer’s remorse and the DMP “Unfortunately, there are now dozens of ‘platforms’ that claim DMP technology. Some are legitimate players, born from the ground up to be ‘first-party’ DMPs. Some have been created as lightweight DMPs to collect and distribute cookies for display advertising. And still others are legacy tag management or network platforms that have bolted on DMP functionality as they work towards a fuller ‘stack’ solution that marketers say they want. ” Chris O’Hara CRO Bionic Advertising Systems © 2015 Forrester Research, Inc. Reproduction Prohibited 37
The identification wars
Cross device is table stakes › Almost every vendor has a cross device solution. › Everyone is doing it similarly from a probabilistic standpoint. © 2015 Forrester Research, Inc. Reproduction Prohibited
The “haves” and the “have nots” © 2015 Forrester Research, Inc. Reproduction Prohibited
First- and second-party data rule
First-party data drives success “First-party data isn’t new. What is new is the growing realization among brands of how vitally important this data is to their business. And further, it turns out that companies reporting the greatest impact from their customer data are much more likely to be using first-party data than other companies. ” The Big Impact of First-Party Data June 22, 2015 © 2015 Forrester Research, Inc. Reproduction Prohibited 42
“IBM and Facebook have inked a deal that will. . . see IBM offer access to Facebook data as part of its marketing cloud analytics services and combine IBM’s marketing cloud data with anonymized user data from Facebook’s 1. 44 billion users in a bid to enable IBM clients to gain a more accurate profile of their potential customers. ” Business Cloud News May 6, 2015 © 2015 Forrester Research, Inc. Reproduction Prohibited 43
Why it matters › Data will be the focus for marketers in the future — it is the most valuable part of the equation. › DMPs will be the key to making insight actionable — changing the customer experience. › Customer identity and recognition will be essential to everything we do in the future of digital marketing — personalization, targeting, and measurement. © 2015 Forrester Research, Inc. Reproduction Prohibited 44
Thank you Susan Bidel +1 212. 857. 0751 sbidel@forrester. com Richard Joyce +1 212. 857. 0745 rjoyce@forrester. com
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