Top 3 growth drivers in the market for DMPs – Single Customer View

2017/11/09

We asked Petteri Vainikka, VP of Product Management at Cxense to list what top 3 drivers will catalyze growth in the market for DMP’s (Data Management Platform). DMP enables digital businesses to aggregate, segment and action user data to drive higher user engagement and revenue. With insight, Cxense create memorable, relevant, and engaging experiences.

Here we go with the first part of a series of 3 blogs – Single Customer View.

Driver #1: Single Customer View

Though SCV is certainly not a novelty amongst marketing technologists, those who believe to have solved true single customer view across channels and end user devices remain very few in numbers. Moreover, belief does not always equal reality.

With strides in cross-device identity and offline customer record matching (which started with offline data onboarding) done by progressive DMPs, this category of enterprise software has a very strong hold on becoming the customer journey analytics module that connects the handful ‘systems of record’ data with the plethora of ’systems of engagement’ data, and fuses these for a genuine single customer view across both customer attributes from ’records’ as well as from ’engagement’ across channels and across devices. Already equipped with

(i) real-time updating scaled ecosystem cookie match tables, deterministic and probabilistic cross-device graphs, and deterministic external offline identity (CRM file, EMS record, SSO token) matching capabilities on identity management side, combined with (ii) pixel, UTM parameter, and S2S log file based campaign performance event ingestion capabilities on customer engagement tracking side, these select progressive DMPs are perfectly positioned to providing marketers with a path to genuine SCV. It should also be noted that when instrumenting a DMP for SCV, the same architecture can be applied for SPV (Single Prospect View) when using a cross-device cookie-less identity DMP (of course such prospect profiles lack a persistent offline record association, hence remain volatile.)

Last, whilst perhaps not the most intuitive of all things, the upcoming changes in EU regulation (GDPR) is in fact providing a much needed catalyst for for true SCV to materialize at scale. As a set of data laws that force marketers to take stock of data and bridge system silos, the GDPR will inherently solve key data challenges and help them build the SCV picture they’ve always wanted. This SCV development also underscores the shift that has already taken place practically across all DMPs taking data handling from the granularity of segments to real-time updating individual 1:1 user profiles.

The next growth driver in the market for DMPs – AI, will be published next week..

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