|By PR Newswire||
|December 4, 2012 06:01 AM EST||
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.
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.
This is not a small hotel event. It is also not a big vendor party where politicians and entertainers are more important than real content. This is Cloud Expo, the world's longest-running conference and exhibition focused on Cloud Computing and all that it entails. If you want serious presentations and valuable insight about Cloud Computing for three straight days, then register now for Cloud Expo.
Apr. 30, 2016 02:30 PM EDT Reads: 1,688
IoT device adoption is growing at staggering rates, and with it comes opportunity for developers to meet consumer demand for an ever more connected world. Wireless communication is the key part of the encompassing components of any IoT device. Wireless connectivity enhances the device utility at the expense of ease of use and deployment challenges. Since connectivity is fundamental for IoT device development, engineers must understand how to overcome the hurdles inherent in incorporating multipl...
Apr. 30, 2016 02:15 PM EDT Reads: 1,436
The increasing popularity of the Internet of Things necessitates that our physical and cognitive relationship with wearable technology will change rapidly in the near future. This advent means logging has become a thing of the past. Before, it was on us to track our own data, but now that data is automatically available. What does this mean for mHealth and the "connected" body? In her session at @ThingsExpo, Lisa Calkins, CEO and co-founder of Amadeus Consulting, will discuss the impact of wea...
Apr. 30, 2016 01:15 PM EDT Reads: 646
SYS-CON Events announced today that Stratoscale, the software company developing the next generation data center operating system, will exhibit at SYS-CON's 18th International Cloud Expo®, which will take place on June 7-9, 2016, at the Javits Center in New York City, NY. Stratoscale is revolutionizing the data center with a zero-to-cloud-in-minutes solution. With Stratoscale’s hardware-agnostic, Software Defined Data Center (SDDC) solution to store everything, run anything and scale everywhere...
Apr. 30, 2016 01:15 PM EDT Reads: 1,513
So, you bought into the current machine learning craze and went on to collect millions/billions of records from this promising new data source. Now, what do you do with them? Too often, the abundance of data quickly turns into an abundance of problems. How do you extract that "magic essence" from your data without falling into the common pitfalls? In her session at @ThingsExpo, Natalia Ponomareva, Software Engineer at Google, will provide tips on how to be successful in large scale machine lear...
Apr. 30, 2016 12:45 PM EDT Reads: 951
SYS-CON Events announced today that Peak 10, Inc., a national IT infrastructure and cloud services provider, will exhibit at SYS-CON's 18th International Cloud Expo®, which will take place on June 7-9, 2016, at the Javits Center in New York City, NY. Peak 10 provides reliable, tailored data center and network services, cloud and managed services. Its solutions are designed to scale and adapt to customers’ changing business needs, enabling them to lower costs, improve performance and focus inter...
Apr. 30, 2016 12:45 PM EDT Reads: 939
Angular 2 is a complete re-write of the popular framework AngularJS. Programming in Angular 2 is greatly simplified – now it's a component-based well-performing framework. This immersive one-day workshop at 18th Cloud Expo, led by Yakov Fain, a Java Champion and a co-founder of the IT consultancy Farata Systems and the product company SuranceBay, will provide you with everything you wanted to know about Angular 2.
Apr. 30, 2016 12:45 PM EDT Reads: 1,677
You think you know what’s in your data. But do you? Most organizations are now aware of the business intelligence represented by their data. Data science stands to take this to a level you never thought of – literally. The techniques of data science, when used with the capabilities of Big Data technologies, can make connections you had not yet imagined, helping you discover new insights and ask new questions of your data. In his session at @ThingsExpo, Sarbjit Sarkaria, data science team lead ...
Apr. 30, 2016 12:30 PM EDT Reads: 438
SYS-CON Events announced today that Men & Mice, the leading global provider of DNS, DHCP and IP address management overlay solutions, will exhibit at SYS-CON's 18th International Cloud Expo®, which will take place on June 7-9, 2016, at the Javits Center in New York City, NY. The Men & Mice Suite overlay solution is already known for its powerful application in heterogeneous operating environments, enabling enterprises to scale without fuss. Building on a solid range of diverse platform support,...
Apr. 30, 2016 12:00 PM EDT Reads: 2,272
You deployed your app with the Bluemix PaaS and it's gaining some serious traction, so it's time to make some tweaks. Did you design your application in a way that it can scale in the cloud? Were you even thinking about the cloud when you built the app? If not, chances are your app is going to break. Check out this webcast to learn various techniques for designing applications that will scale successfully in Bluemix, for the confidence you need to take your apps to the next level and beyond.
Apr. 30, 2016 11:30 AM EDT Reads: 1,450
We’ve worked with dozens of early adopters across numerous industries and will debunk common misperceptions, which starts with understanding that many of the connected products we’ll use over the next 5 years are already products, they’re just not yet connected. With an IoT product, time-in-market provides much more essential feedback than ever before. Innovation comes from what you do with the data that the connected product provides in order to enhance the customer experience and optimize busi...
Apr. 30, 2016 11:15 AM EDT Reads: 876
Increasing IoT connectivity is forcing enterprises to find elegant solutions to organize and visualize all incoming data from these connected devices with re-configurable dashboard widgets to effectively allow rapid decision-making for everything from immediate actions in tactical situations to strategic analysis and reporting. In his session at 18th Cloud Expo, Shikhir Singh, Senior Developer Relations Manager at Sencha, will discuss how to create HTML5 dashboards that interact with IoT devic...
Apr. 30, 2016 11:00 AM EDT Reads: 897
Artificial Intelligence has the potential to massively disrupt IoT. In his session at 18th Cloud Expo, AJ Abdallat, CEO of Beyond AI, will discuss what the five main drivers are in Artificial Intelligence that could shape the future of the Internet of Things. AJ Abdallat is CEO of Beyond AI. He has over 20 years of management experience in the fields of artificial intelligence, sensors, instruments, devices and software for telecommunications, life sciences, environmental monitoring, process...
Apr. 30, 2016 11:00 AM EDT Reads: 852
SYS-CON Events announced today that Ericsson has been named “Gold Sponsor” of SYS-CON's @ThingsExpo, which will take place on June 7-9, 2016, at the Javits Center in New York, New York. Ericsson is a world leader in the rapidly changing environment of communications technology – providing equipment, software and services to enable transformation through mobility. Some 40 percent of global mobile traffic runs through networks we have supplied. More than 1 billion subscribers around the world re...
Apr. 30, 2016 11:00 AM EDT Reads: 836
Digital payments using wearable devices such as smart watches, fitness trackers, and payment wristbands are an increasing area of focus for industry participants, and consumer acceptance from early trials and deployments has encouraged some of the biggest names in technology and banking to continue their push to drive growth in this nascent market. Wearable payment systems may utilize near field communication (NFC), radio frequency identification (RFID), or quick response (QR) codes and barcodes...
Apr. 30, 2016 10:00 AM EDT Reads: 682
SYS-CON Events announced today that Fusion, a leading provider of cloud services, will exhibit at SYS-CON's 18th International Cloud Expo®, which will take place on June 7-9, 2016, at the Javits Center in New York City, NY. Fusion, a leading provider of integrated cloud solutions to small, medium and large businesses, is the industry's single source for the cloud. Fusion's advanced, proprietary cloud service platform enables the integration of leading edge solutions in the cloud, including cloud...
Apr. 30, 2016 09:45 AM EDT Reads: 2,543
In his session at @ThingsExpo, Chris Klein, CEO and Co-founder of Rachio, will discuss next generation communities that are using IoT to create more sustainable, intelligent communities. One example is Sterling Ranch, a 10,000 home development that – with the help of Siemens – will integrate IoT technology into the community to provide residents with energy and water savings as well as intelligent security. Everything from stop lights to sprinkler systems to building infrastructures will run ef...
Apr. 30, 2016 09:45 AM EDT Reads: 660
SYS-CON Events announced today that DatacenterDynamics has been named “Media Sponsor” of SYS-CON's 18th International Cloud Expo, which will take place on June 7–9, 2016, at the Javits Center in New York City, NY. DatacenterDynamics is a brand of DCD Group, a global B2B media and publishing company that develops products to help senior professionals in the world's most ICT dependent organizations make risk-based infrastructure and capacity decisions.
Apr. 30, 2016 06:00 AM EDT Reads: 2,456
The IoT has the potential to create a renaissance of manufacturing in the US and elsewhere. In his session at 18th Cloud Expo, Florent Solt, CTO and chief architect of Netvibes, will discuss how the expected exponential increase in the amount of data that will be processed, transported, stored, and accessed means there will be a huge demand for smart technologies to deliver it. Florent Solt is the CTO and chief architect of Netvibes. Prior to joining Netvibes in 2007, he co-founded Rift Technol...
Apr. 29, 2016 09:00 PM EDT Reads: 1,561
Join IBM June 8 at 18th Cloud Expo at the Javits Center in New York City, NY, and learn how to innovate like a startup and scale for the enterprise. You need to deliver quality applications faster and cheaper, attract and retain customers with an engaging experience across devices, and seamlessly integrate your enterprise systems. And you can't take 12 months to do it.
Apr. 29, 2016 04:30 PM EDT Reads: 1,796