Data Management Platform

資料分析 DMP 簡介 (2)

基本介紹

教學目標

初步了解 Digital Marketing Hubs 與 Data Management Platform 之間的關聯應用。

重點概念

Introduction

CMOs and digital marketing leaders are under pressure to engage individuals on increasingly fragmented and unpredictable terms, driving the need for a common pool of profile data, analytics, workflow and content resources enabled by a digital marketing hub.

Definition

A digital marketing hub provides marketers and applications with standardized access to audience profile data, content, workflow elements, messaging and common analytic functions for orchestrating and optimizing multichannel campaigns, conversations, experiences, and data collection across online and offline channels, both manually and programmatically.

The digital marketing hub addresses four key areas.

1. Master audience profile

Combining first- and third-party data across known and anonymous domains for precision targeting of offers and experiences. A consistent view of customers (including anonymous ones) across marketing programs and processes is the baseline for effective communication. ( i.e. Data Management Platform )

2. Workflow and collaboration

To fuel marketing programs through ideation, planning and execution, as well as the creation, curation and cultivation of content, internally and with partners. Uniform collaboration and workflow are keys to breaking down silos that result in disjointed, incoherent customer experiences.

3. Intelligent orchestration

To drive the sequencing and coordination of engagement across channels and to harmonize channel-specific marketing programs. Specialized channel-specific execution is sometimes prudent, but consumers are engaging on their own terms, freely switching among channels and devices. Thus, multichannel marketing programs need the intelligence to account for the full context of each interaction in real time.

4. Unified measurement and optimization

To trace a thread between investments and outcomes and to enable marketers to optimize investments to the highest yield. Unless marketing programs are measured by a common set of rules, marketers will squander resources and lose out to more-efficient competitors.

Magic Quadrant

Digital Marketing Hubs Magic Quadrant

Adobe

Adobe is a Leader in this Magic Quadrant, with a strategic commitment to build out a marketing hub based on a number of acquisitions and a core service layer, including a master audience profile, integrated workflow and collaboration tools. Adobe’s digital marketing hub consists of six products at various stages of integration: Adobe Analytics; Adobe Experience Manager (content management); Adobe Target (website and mobile app optimization); Adobe Social; Adobe Media Optimizer; and Adobe Campaign (formerly Neolane). Users are able to share segments, workflow, and unified measurement and optimization across the products for better orchestration.

Oracle

Oracle is a Leader in this Magic Quadrant. Oracle’s highly acquisitive strategy, which includes Eloqua, Responsys, BlueKai and Compendium, appears to be paying dividends. Oracle scores near the top in all digital marketing hub capabilities across the spectrum of workflow and collaboration, master audience profile, intelligent orchestration, and unified measurement and optimization. Contrary to the belief that an acquisition-heavy strategy yields a fragmented product portfolio, Oracle scored above-average in service integration across its offerings. Its acquisition of BlueKai, a leader in DMPs, and subsequent reorientation of its capabilities into a central “data as a service” element reveal an insightful strategy for uniting its wide-ranging offerings around a data-oriented hub.

Salesforce

Salesforce is a Leader in the digital marketing hub space. Salesforce continues to advance its vision and product strategy around the digital marketing hub, with its Journey Builder product playing an increasingly prominent role as a key control point in its product line. By virtue of its strength in master audience profile management, Salesforce has an advantage in realizing the vision of a digital marketing hub. Although its marketing strength is primarily in intelligent orchestration of email marketing and lead management, its hub strategy remains somewhat aspirational in areas of unified measurement and optimization and intelligent orchestration of content and media.

Conclusion

In a very practical sense, the DMP is the heart of the digital marketing hub.

相關資源

資料分析 DMP 簡介 (1)

基本介紹

教學目標

初步了解 Data Management Platform 的重點概念和基本應用。

重點概念

DMP 的全名為 Data Management Platform ,也就是資料 (數據) 管理平台,主要處理三件事。

資料聚合

主要會從許多不同的系統取得結構化的資訊,包括客戶的重要識別資訊、購買和搜尋行為、以及任何能夠影響客戶的訊息之忠誠度。

整合管理

透過使用者輪廓和特徵可以幫助找出目標群眾。

案例執行

基本上會在考量「誰是目標」、「適當訊息」和「投放頻道」之後發送訊息,像是廣告聯播網、網站媒體、行動裝置…。

資料 (數據) 管理平台示意圖

相關資源

2014Q4 工作心得 (2)

規劃與實作資料管理平台 (Data Management Platform) ,主要有三大主軸分別為推播系統、廣告系統和圖表系統,這三者依據不同需求主要存取的資料庫為 Amazon RDS 、 MongoDB 和 Google BigQuery & Analytics , Amazon RDS 儲存最基本的廣告和收益備份資料、 MongoDB 儲存推播通知和影音廣告即時排程資料,Google BigQuery 儲存龐大的使用者行為資料,以及 Google Analytis 以免費的方式儲存使用者即時行為資料。

事實上對於新創公司來說看似用 Google Analytics 就能解決 80% 的問題,包括資料儲存、即時分析和圖表成效等實用功能,接著 20% 的問題,也許能透過事件定義的方式透過 HTML5 和 Node.js 就能以 Core Reporting API 將資料透過客製化網站呈現,以及篩選資料匯出至資料庫之中進行解決,此外未來只要付費升級為 Premium 帳號就能將資料直接匯出至 Google BigQuery 進行進階的分析與處理。

今年上半年我們透過 Google Analytics 的確解決了許多使用者資料分析的問題,可是當我們流量到一定量時,會發生資料抽樣,以及半天更新的問題,這並非長久之計,因此才需要導入 Google BigQuery 進行資料的儲存與分析。