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.

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