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Practice paper

Digital audience management: Building and managing a robust data management platform for multi-channel targeting and personalisation throughout the customer journey

Vaibhav Gardé
Applied Marketing Analytics: The Peer-Reviewed Journal, 4 (2), 126-135 (2018)
https://doi.org/10.69554/AFBN5920

Abstract

In today’s digital economy, marketing is increasingly driven by accurate data, thoughtfully constructed technology stacks (ie MarTech), Agile processes and constantly updated skill sets. Applications of artificial intelligence (AI) and machine learning — led by the rapid adoption of cloud computing — permeate most, if not all, marketing activities undertaken by small and large brands today. A data management platform (DMP) is at the heart of modern marketing: it combines data, technology, collaboration and multi-channel targeting/personalisation in ways that were unthinkable just a few years ago. Data privacy and consumer choices about how they would like their data to be used for better content play a very important role in this space. This paper covers key aspects of building a robust data management practice for medium and large firms that either already own a DMP or are looking to bring it in-house in the near future. The topics covered will also be very helpful for marketers wanting to make optimal use of DMPs owned by their agency partners. As always, no matter how good the data, it is invariably the correct composition of people, processes and technology that yields the best results. These critical aspects are highlighted herein along with tips on setting up experiments to evaluate success and to improve over time by adopting a ‘test and learn’ approach.

Keywords: data management platform; demand-side platform; audience; personalisation; targeting; first-party data; lookalike modelling

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Author's Biography

Vaibhav Gardé is a data and analytics professional in the FedEx marketing digital intelligence team. He is a Digital Analytics Association certified digital/web analyst with 20 years’ experience in the analytics space. His work includes data management platforms, search engine marketing, social media measurement, display optimisation, cross-channel attribution, and campaign optimisation to improve return on marketing investment. He has spoken on the topic of analytics at various business schools and presented on the topic of digital measurement at several summits/conferences. Vaibhav holds an MBA in marketing and finance from University of Arizona, Tucson; an MA in economics from University of Iowa, Iowa City; and an MS in management information systems from Arizona State University, Tempe.

Citation

Gardé, Vaibhav (2018, September 1). Digital audience management: Building and managing a robust data management platform for multi-channel targeting and personalisation throughout the customer journey. In the Applied Marketing Analytics: The Peer-Reviewed Journal, Volume 4, Issue 2. https://doi.org/10.69554/AFBN5920.

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cover image, Applied Marketing Analytics: The Peer-Reviewed Journal
Applied Marketing Analytics: The Peer-Reviewed Journal
Volume 4 / Issue 2
© Henry Stewart
Publications LLP

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