Welcome!

Cognitive Computing Authors: Yeshim Deniz, Pat Romanski, Liz McMillan, Elizabeth White, Zakia Bouachraoui

News Feed Item

New DMP Study: More than Half of Brands Adopt Data Management Platforms to Inform Cross-Platform Marketing Within The Next 12 Months

Marketers Are Aggressively Seeking Solutions to Understand their Audience, Drive Detailed Analytics, and Break Down Silos Across Media Channels

CUPERTINO, Calif., Dec. 4, 2012 /PRNewswire/ -- A new report released today from Radar Research and BlueKai revealed brands are quickly making the data management platform (DMP) a technology anchor for their marketing efforts.  According to the study, 40 percent of the brands surveyed are currently using a DMP – with an additional 30 percent expecting to implement the platform next year – as a way to get a better handle on their own data, leverage it to prospect new customers and ultimately break down silos that prevent brands from engaging their customers across all digital channels.

The study, which queried more than 200 senior marketing executives responsible for technology and marketing decisions within brands, agencies and publishers, showed that marketers are looking to fine tune their audiences, centralize insights and drive better ROI as primary reasons to implement a DMP. However, the promise of DMPs that executives find most enticing was to break down barriers between various digital disciplines. More than 60 percent of marketers cited horizontal integration – the ability to leverage insights across channels such as display, social, mobile and video – was more important than a vertical integration, which takes insights to drive better targeting for online display advertising. 

"Marketers have chased the mythical 1:1 marketing goal but the digital landscape was never designed for all these disparate systems to work together," said Marissa Gluck, founder of Radar Research. "DMP early adopters were all about maximizing their online media buys but now it's about driving ROI and applying the insights they have across all their channels; online, social, mobile, search and email."

Marketers are leveraging DMPs to help aggregate their most valuable assets.  Among them, first-party data assets, email campaigns, Web site engagement, retargeting information and consumer ad campaign engagements are paramount.  "Marketers are going to start to move away from the single-use targeting, like those on ad networks, and more toward cross platform solutions that allow them to target audiences," added Gluck.

As for the functions, more than two-thirds of marketers said that finding new prospects and analytics as top reasons to leverage the DMP platform. This is a shift from the initial wave of adopters who focused on fine tuning how they targeted customers and prospects.

"Our research findings show positive signs that brands are indeed embracing data to inform their marketing decision-making and they are doing so far beyond the reach of display advertising," said Cory Treffiletti, Senior Vice President of Marketing for BlueKai.  "DMPs are a way for marketers to drive intelligent marketing across all of their channels and as more marketers understand this and begin to build out their 'marketing stack' we will see data become the core unit of their marketing efforts." 

Additional findings from the report include:

Data-driven efforts engrained into strategies: 81 percent of companies said they wish they could lean more on data driven efforts to remain competitive while 64 percent said that data driven efforts would be the lynchpin to their plans. 

Marketing gaining more control of technology purse strings: Nearly 60 percent report marketing is now the decision maker for selecting marketing technology, shifting these decisions from the CIO or IT teams.

Rise of the CMTO: When asked why they were not implementing a DMP, more than half of respondents cited resource constraints rather than not seeing the value. With more of the dollars to fund these initiatives flowing back to marketing, senior leaders that blend both the data and marketing sides will continue to emerge. Some organizations have already dubbed this hire the Chief Marketing Technology Officer.

For a copy of the report, visit www.bluekai.com/DMPREPORT for a download.

About Radar Research
Radar Research (www.radarresearch.com) is a strategic consultancy focused on emerging media, culture and commerce. Since its official founding in 2004, Radar Research has served scores of clients spanning the globe. As the co-founder of Radar Research, Marissa Gluck is a consultant, writer, and speaker focused on media and marketing issues. As a consultant, she has worked with companies such as Google, DoubleClick, Starwood, Demand Media and many others. An expert on digital marketing and technology, Gluck has often been quoted in media outlets such as The New York Times, The Wall Street Journal, Advertising Age and Business Week. Additionally, she has appeared on CNBC, CBS Marketwatch, CNNfn, and NPR.

About BlueKai
BlueKai (www.bluekai.com) is the world's first complete enterprise data activation system for intelligent marketing.  BlueKai offers its customers a solution for managing and activating all their 1st and 3rd party data for use in their marketing and customer interactions.  BlueKai represents the only end-to-end SaaS solution for marketers who are looking to maximize their cross-channel marketing efforts and create a proprietary solution for unlocking reach, scale and efficiency in their data.  BlueKai has led the data-driven marketing category since 2008 when it launched the world's first Data Exchange and then branched out to create the first Data Management Platform (DMP) for marketers.  BlueKai is currently trusted by, among thousands of others, 12 Fortune 30 corporations and numerous other brands to activate their data.  

SOURCE BlueKai

More Stories By PR Newswire

Copyright © 2007 PR Newswire. All rights reserved. Republication or redistribution of PRNewswire content is expressly prohibited without the prior written consent of PRNewswire. PRNewswire shall not be liable for any errors or delays in the content, or for any actions taken in reliance thereon.

IoT & Smart Cities Stories
Headquartered in Plainsboro, NJ, Synametrics Technologies has provided IT professionals and computer systems developers since 1997. Based on the success of their initial product offerings (WinSQL and DeltaCopy), the company continues to create and hone innovative products that help its customers get more from their computer applications, databases and infrastructure. To date, over one million users around the world have chosen Synametrics solutions to help power their accelerated business or per...
DXWordEXPO New York 2018, colocated with CloudEXPO New York 2018 will be held November 11-13, 2018, in New York City and will bring together Cloud Computing, FinTech and Blockchain, Digital Transformation, Big Data, Internet of Things, DevOps, AI, Machine Learning and WebRTC to one location.
@DevOpsSummit at Cloud Expo, taking place November 12-13 in New York City, NY, is co-located with 22nd international CloudEXPO | first international DXWorldEXPO and will feature technical sessions from a rock star conference faculty and the leading industry players in the world. The widespread success of cloud computing is driving the DevOps revolution in enterprise IT. Now as never before, development teams must communicate and collaborate in a dynamic, 24/7/365 environment. There is no time t...
When talking IoT we often focus on the devices, the sensors, the hardware itself. The new smart appliances, the new smart or self-driving cars (which are amalgamations of many ‘things'). When we are looking at the world of IoT, we should take a step back, look at the big picture. What value are these devices providing. IoT is not about the devices, its about the data consumed and generated. The devices are tools, mechanisms, conduits. This paper discusses the considerations when dealing with the...
Charles Araujo is an industry analyst, internationally recognized authority on the Digital Enterprise and author of The Quantum Age of IT: Why Everything You Know About IT is About to Change. As Principal Analyst with Intellyx, he writes, speaks and advises organizations on how to navigate through this time of disruption. He is also the founder of The Institute for Digital Transformation and a sought after keynote speaker. He has been a regular contributor to both InformationWeek and CIO Insight...
Digital Transformation is much more than a buzzword. The radical shift to digital mechanisms for almost every process is evident across all industries and verticals. This is often especially true in financial services, where the legacy environment is many times unable to keep up with the rapidly shifting demands of the consumer. The constant pressure to provide complete, omnichannel delivery of customer-facing solutions to meet both regulatory and customer demands is putting enormous pressure on...
Machine learning has taken residence at our cities' cores and now we can finally have "smart cities." Cities are a collection of buildings made to provide the structure and safety necessary for people to function, create and survive. Buildings are a pool of ever-changing performance data from large automated systems such as heating and cooling to the people that live and work within them. Through machine learning, buildings can optimize performance, reduce costs, and improve occupant comfort by ...
SYS-CON Events announced today that IoT Global Network has been named “Media Sponsor” of SYS-CON's @ThingsExpo, which will take place on June 6–8, 2017, at the Javits Center in New York City, NY. The IoT Global Network is a platform where you can connect with industry experts and network across the IoT community to build the successful IoT business of the future.
CloudEXPO New York 2018, colocated with DXWorldEXPO New York 2018 will be held November 11-13, 2018, in New York City and will bring together Cloud Computing, FinTech and Blockchain, Digital Transformation, Big Data, Internet of Things, DevOps, AI, Machine Learning and WebRTC to one location.
Andrew Keys is Co-Founder of ConsenSys Enterprise. He comes to ConsenSys Enterprise with capital markets, technology and entrepreneurial experience. Previously, he worked for UBS investment bank in equities analysis. Later, he was responsible for the creation and distribution of life settlement products to hedge funds and investment banks. After, he co-founded a revenue cycle management company where he learned about Bitcoin and eventually Ethereal. Andrew's role at ConsenSys Enterprise is a mul...