With Data Management There's No Excuse, Your Ads Either Work Or Not

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“Your marketing team is now accountable for measurable results. Everything today can be accurately tracked more effectively and efficiently. With Data Management Platforms (DMP), programmatic tracking, There's no excuse, either your ad campaign is working or it's not.

It’s easy to accomplish marketing tasks like sending an email, running an ad, or posting something to a social media channel, but is that action accountable to the business? Does it ultimately drive revenue?

A data management platform (DMP) and data-driven marketing are here to enable accountability. The more you know about your customers and prospects, the more precisely you can target and market. Sounds simple. And obvious. But add one more piece to this. With all the data available to marketers, if you approach this with an eye towards generating revenue, you can actually cut marketing costs by reducing waste and dramatically improving your ROI. Target prospects who are like your current customers. Target prospects that are more inclined to buy.

Programmatic ad buying has put data management platforms center stage. And in the next five years, as noted in the AdExchanger 2016 Industry Preview, the advertising industry “will complete a ten-year evolution toward planning and buying with technology.”

So you may be asking yourself what is a Data Management Platform? Well, you've come to the right place. Here's the 411.

If a marketer is not using a DMP now, they will be soon. And even if marketers work with an agency for media buys, there is a move to separate the DMP from media buying or trade desks to give marketers more direct access to analytics. Marketers will become more involved in the targeting, planning, and optimizing of media.

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