Essential Considerations for Data Management Platforms A Frost & Sullivan Guide for Buyers

Transcription

1 Essential Cnsideratins fr Data Management Platfrms A Frst & Sullivan Guide fr Buyers Driving Efficiency in the Digital Advertising Ecsystem Analysis prepared by: Vikrant Gandhi Industry Directr, Frst & Sullivan vgandhi@frst.cm

2 Cntents Intrductin... 3 Data Management Platfrms... 3 DMP Buyer Cnsideratins... 3 Key DMP Functins... 3 Table Stakes fr a DMP... 4 Best Practices fr DMP Adptin... 5 DMP Evaluatin Essentials... 6 Basic Capabilities... 6 Other Essential Capabilities... 6 Sample List f Essentials... 7 Key Prduct Questins t Ask DMP Prviders... 7 Key Business Case Questins t Ask DMP Prviders... 8 Custmer Jurney Cnsideratins... 9 DMP RFP Sample Questins Data Management Supprt fr Advertising Campaign Creatin Campaign Optimizatin Perfrmance Reprting Privacy General The Final Wrd Legal Disclaimer: The Frst & Sullivan Stry

3 Intrductin In this age f custmer-driven brand interactins, having the right tls t supprt the ultimate gal f integrated data, crdinated crss-channel campaigns and relevant custmer interactins becmes increasingly imprtant. Data management platfrms (DMPs) have becme essential t cnnect the digital dts, uniting disparate data stres int a single repsitry, thereby increasing its value and usefulness acrss nline and ffline pints f engagement. This Frst & Sullivan research insight prvides rganizatins with the essential DMP cnsideratins especially as they craft a request fr prpsals (RFP) fr data management technlgies. Data Management Platfrms The insights generated frm cnsumers digital activities can help brands, marketers, and cntent publishers deliver targeted ffers and custm cntent services. The wide range f activities perfrmed by cnsumers in the brick-and-mrtar retail envirnments frm a surce f data (abut cnsumers) as well. The need t apprpriately prcess these vast and cmplex data sets has led t the emergence f data management platfrms (DMPs), which can ingest and nrmalize the data sets and develp actinable insights abut cnsumer behavir. In the cntext f digital advertising, a DMP can be used by marketers and agencies (cllectively referred t as buy side ) and cntent publishers and app develpers (cllectively referred t as the sell side ) t make audience data meaningful and actinable. Therefre, a DMP plays a central rle in the advertising ecsystem, where their services (r capabilities) are used by bth the buy and the sell sides t pwer digital marketing. DMP Buyer Cnsideratins Key DMP Functins Frst & Sullivan s research indicates that mst rganizatins seek a DMP that can perfrm the fllwing functins: Cllect, integrate and analyze (measure) data acrss specific channels. This includes the ability t cmbine and integrate different data surces and analyzing capacities. Manage business rules t actively steer and autmate the marketing prcess thrugh the use f audience segments r grups. When part f such a grup, the users experience will be influenced. This can be n external channels (segments are used in DSP), but als nsite, in-app r in-stre. Have a means t cmbine business rules with cntent t manage all custmer actins and interactins ver all digital cnnected channels. 3

4 Table Stakes fr a DMP Frst & Sullivan believes that the fllwing are the cre set f functinalities fr DMPs. Integrated data fr a cmplete custmer view at all phases f the custmer jurney Ease f use with an intuitive UI fr marketing team t easily understand Ability t manage the custmer jurney and lifecycle acrss channels and devices Minimal technical/develpment effrts t perate the tl User identificatin capabilities Audience intelligence engine, including prfiling and the ability t design a ne-n-ne custmer experience acrss channels Data integratin capabilities (including the ability t cnnect legacy existing pint-slutin tls) Reprting and analytics capabilities Revenue and pricing structures Cmpany size and lcatins Experience and level f service supprt A DMP will use a cmbinatin f recgnitin and identificatin tls (including ckies) t identify prspective custmers and intake data. A gd DMP shuld have access t a large pl f ckies and a standardized prcess fr refreshing the ckies and cleaning ut ld r irrelevant ckies ver time. The recgnitin and identificatin capabilities (crss device) are amng the mst imprtant requirements f DMP technlgies. 4

5 Best Practices fr DMP Adptin Accrding t Frst & Sullivan research, ne f the greatest bstacles t the adptin f new technlgy is fear f making a mistake, such as investing in a system that desn t scale r grw with the buyer as their needs evlve. Data management platfrms are n exceptin. The fllwing best practices can make sure that enterprises (brands, marketers, publishers) are ging dwn the right path by clearly understanding what s essential as well as what s pssible when it cmes t DMP capabilities. Think Ahead: The next generatin f DMP requirements shuld supprt the custmer experience acrss all channels and meaningful mments f cnsumer interactin. Frm that initial search n phne t a display ad served at wrk r t a spnsred pst n Facebk r t the fllw-up sent pst-purchase, the DMP shuld be able t manage the cmplete view f the custmer. That means third-party annymus data (such as custmer activity acrss paid media and site visits) needs be clsely integrated with first-party knwn data (such as purchase histry and engagement) within a single system t deliver the level f understanding that will be expected as custmer-centric marketing evlves. Speed and Scring Matters: Buyers shuld clearly understand what real-time capabilities actually mean fr DMP perfrmance. The key questins t ask fr this include: 1) is there native integratin f the applicatin r pint slutin fr a seamless experience r is the applicatin prgramming interface (API) fast enugh t make utside integratins wrk well, b)what is the baseline required fr acceptable perfrmance, and c) if cnsumer scring is imprtant, hw well real-time activity nsite feeds int the DMP and hw it might enrich the same user prfile f individuals in the system that were already scred within the CRM frm search and activity (and hw the messaging r interactin might change based n that cmbined channel scre). Buyers shuld be sure t get a cmplete demnstratin t test integratin functinality and real-time speed. Be Infrmed: The simple ability t ingest data int a clud-based system des nt mean the technlgy is a DMP r marketing clud. Only when that data is easily nrmalized, stred and attributed t an individual cnsumer with the ability t link t bth annymus and knwn interactins acrss ther channels is that data truly actinable. 5

6 DMP Evaluatin Essentials The fllwing are sme f the capabilities that the key decisin-makers in an rganizatin shuld cnsider when evaluating DMPs. Basic Capabilities Ability t prvide a single custmer view acrss different channels is imprtant. The fllwing capabilities are imprtant fr DMPs t fulfil this requirement. Supprting custmer jurney analysis Making data-driven marketing decisins in real time Cmbining nline and ffline data attributed t an individual cnsumer Other Essential Capabilities Other essential capabilities shuld include: Ease f use, with an easy user interface (UI) fr the marketing team Wrkflw supprt Supprting management f custmer jurney and lifecycle acrss channels with persistent identifiers acrss device types Minimal technical/develpment effrts t perate the tl User identificatin capabilities Audience intelligence and prfiling One-n-ne custmer experience, acrss channels Data integratin capabilities (with the marketing rganizatin s legacy tls) Reprting and analytics capabilities Cnslidatin f data acrss all tuch pints Visual reprting tls t mnitr perfrmance easily Ensuring cnsistency f experience acrss channels Building individual prfiles based n behavir and interests acrss channels Running autmated campaigns based n custmer events Cnnecting nline and ffline executins Cnnecting third-party unknwn individuals with first-party knwn data details when identified 6

7 Sample List f Essentials Belw is a sample list f eight essentials frm an nline retailer that wants t implement a DMP. It shuld be nted that depending upn the unique requirements f different rganizatins, this list can vary. Ease f use, simple UI fr marketing team Supprt management f custmer jurney and lifecycle, crss channel Minimal technical/develpment effrts t perate the tl User identificatin capabilities Audience intelligence, prfiling, capability t design One-n-ne custmer experience, crss channel Data integratin capabilities (with existing tls) Reprting and analytics capabilities Key Prduct Questins t Ask DMP Prviders Organizatins shuld always ask fr a live demnstratin f the tl fr their situatin, and als seek clear indicatins fr the cst fr varius levels f functinality. The fllwing are the key questins t ask the DMP prviders. Hw des the tl wrk fr the rganizatin s marketing department? Hw wuld yu actually wrk with the tl? Hw d marketers perate it n any given day and based n specific cmmn activities? Hw d the required integratins wrk? (Organizatins shuld lk at their current tlset t determine hw their legacy systems might perfrm if integrated int in a marketing hub r clud) What aspects r features f the slutin are unique/better cmpared t ther prducts in the market? (Organizatins shuld be sure t f their team s unique needs/gals in mind in rder t nt end up chsing a nice-t-have functinality that they may never use) Hw can marketers using the system get campaigns up and running mre quickly? Hw can users cllabrate n campaign cntent and share creative acrss varius channels used? 7

8 Hw is the data useable ver different channels, and hw can rganizatins cmbine and integrate different data surces? Hw can the DMP help identify audiences t target? Hw can the system supprt the identificatin f audiences the rganizatins may be missing? What are the audience segmentatin capabilities? Hw can rganizatins use thse t target custmers with relevant messages and ffers? Des the DMP ffer user scring? Hw des the scre impact campaign decisin making? Des the DMP ffer advanced segmentatin using lk-a-like algrithms t expand audience segments quickly? Hw d the data visualizatin tls perfrm? Can these be custmized t rganizatin s needs? Key Business Case Questins t Ask DMP Prviders The gal f any technlgy investment is increased savings and increased ROI. Building a business case fr DMP spend is an imprtant part f the prcess t justify the expense and t prvide supprt internally when the discmfrt f change cmes up during the implementatin prcess. Why are we ding this again? needs t be justified with a clear business case and facts. These can be prvided by the vendr partners with whm rganizatins seek t engage. The key questins t ask frm a business case perspective shuld include: What business case culd be created with this platfrm? What is the added business value versus the ttal csts f tling, supprt and an rganizatin s time? What effrts are required by the team t deply and manage the DMP? Are additinal r supplemental services available as needed? Are these supplemental services required? Are supprt services prvided by the technlgy prvider r a third-party relatinship? What is the cst f the tl/technlgy? What is the ptential earnings/savings when it cmes t marketing effectiveness and revenue grwth? Can these be justified by references r custmer examples? 8

9 Custmer Jurney Cnsideratins At each step f the way, custmers increasingly expect a cnsistent, relevant experience with the brands they chse t engage. The feedback lp f data at each phase helps marketers rchestrate a persnalized, apprpriate apprach fr strnger engagement. Any system needs t prvide a cmplete custmer view, which means the ability t cllect, stre and attribute data n hw custmers interacted with messaging thrughut the jurney frm initial expsure t final purchase and beynd. The key questins that rganizatins shuld ask DMP prviders shuld include: Hw des the system help manage the custmer experience acrss the lifecycle? Hw is the lifecycle defined, and what data des that include? What data is ingested at each phase, and thrugh which channels? Hw is that data then made actinable fr use t influence messaging and tailred interactins at each stage (autmated r manual prcess)? Hw des the DMP intake and make use f data acrss each phase f the custmer jurney? Hw des the slutin attribute data and behavirs t individuals acrss devices and lcatins? Is there a persistent custmer ID? What are the tls capacities n identifying users? Des the tl require ckies r is a ckie-less slutin available? Hw des the system handle data intake fr infrmed future interactins and individual targeting acrss: Search Display Scial Mbile Website Direct Mail Outbund Telemarketing Custmer Service (chat and/r call center) In stre Televisin Other 9

10 DMP RFP Sample Questins Belw are sme sample RFP questins related t the Data Management, Advertising Supprt, Campaign Creatin, Campaign Optimizatin, Perfrmance Reprting, Privacy, and sme General parameters. Data Management Cllectin: Describe yur apprach t data cllectin and rganizatin. This includes verall apprach, prprietary prcesses r technlgy, breadth f channels and devices, methds fr intake. Cmpetitin: What makes the deplyed prduct (acrss bth use cases and acrss the enterprise) different frm ther deplyments f this technlgy amngst the cmpany s cmpetitrs? Unique: List elements f yur ffering (such as technlgy, data surces, algrithms, interfaces) that are unique r prprietary t yur business (unavailable t anyne but a custmer directly deplyed n yur ffering). Sandbx: Describe testing and sandbx availability fr access by ur team. Integratin: Describe hw yu wuld interface/integrate with ur existing technlgy/ ecsystem (the cmpany will list existing r planned, prspective partner t indicate ptins fr data intake integratin and data exprt/activatin integratin). Services: What service/supprt/success ptins are available t help augment in-huse resurces thrughut ur relatinship (technical, strategic, administrative)? Use Cases: Describe where yu fit in the DMP space relative t thers and why yur apprach is mst ideal fr ur identified use cases. Value: What, in yur pinin, is the biggest miscnceptin the market has abut yur business relative t the value yu feel yu bring t the market? Partnerships: Hw much f the engagement yu are prpsing in this RFP that leverages yur prprietary technlgy vs. strategic partnerships? Relatinships: Which ne f the fllwing direct relatinships wuld the market suggest best describes yur typical custmer engagement: Direct-Brand, Direct-Publisher, Direct-Digital Marketing Ecsystem? 10

11 Scring: What ptins are available fr mdeling, scring, and algrithmic autmatin f executin (fr example, stck r ff the shelf, custm frm vendr, custm designed)? Radmap: Describe yur prduct radmap and strategy fr the next tw years. Develpment: Detail prduct enhancements (nt partnerships) released ver the past 18 mnths. Prfiles: Describe annymus user prfile management. Prfiles: Describe knwn user prfile management. Accuracy: Describe hw yur technlgy and prcess addresses data fidelity and accuracy fr knwn and annymus prfiles. Hygiene: Describe hw yu address data cleansing, hygiene, huse hlding. Decisining: Describe hw yur ffering addresses real-time decisining (rules, algrithmic, etc.). Persnalizatin: Describe the levels f persnalizatin yur apprach enables frm ne-t-ne persn-level (channels, devices) fr direct interactins thrugh t tp f funnel audience-driven. Autmatin: Describe autmatin and prgrammatic fferings the cmpany wuld have access t. Schema: Describe the flexibility f the data schema and ntlgy within the technlgy ur cmpany wuld deply r have access t. Custmer Jurney: Describe hw yur apprach aligns with current and anticipated develpments in cnsumer behavir, acrss the marketing ecsystem (nline/ffline), and within ur business. Implementatin: Describe the implementatin prcess, and detail available ptins fr nging services, supprt, and success engagement. Data Handling: Describe yur apprach t first party data handling, wnership, usage, strage, and cmpliance. Mbile: Describe yur technlgy s awareness/apprach t understanding and impacting mbility (bth custmers engaging via mbile- searching, calling, in-app, , etc. and hw can the cmpany activate via mbile - fr example, ads, apps, n lcatin, call center, etc.). 11

12 Supprt fr Advertising Display: Please explain if the platfrm supprts direct deal Display advertising and detail the reach per cuntry (which ad netwrks and which ad exchanges) fr the platfrm. RTB: Please explain if the platfrm supprts prgrammatic (RTB) display advertising and detail the reach per cuntry (which ad netwrks and which ad exchanges) fr the platfrm. Search: Please explain if the platfrm supprts Paid Search advertising (campaign creatin and bid management) and list all supprted Paid Search platfrms (fr example, full supprt fr Ggle AdWrds, Ggle Shpping, Bing, Yah, Baidu, Yandex, Yah JP, etc.). Scial: Please explain if the platfrm supprts advertising n Scial Media platfrms, list available ad frmats and list all supprted Scial Media platfrms per cuntry (Fr example, Facebk, LinkedIn, Twitter, etc.). Vide: Please explain if the platfrm supprts advertising n Vide platfrms and list all supprted Vide platfrms per cuntry (fr example, full supprt f advertising n YuTube, SmartClip, LiveRail, etc.). Native: Please detail if and hw the platfrm supprts Native advertising (cntent marketing and advertrial) and list all supprted platfrms. Amazn: Please detail if and hw the platfrm supprts the Amazn Advertising platfrm. Other: Please explain if platfrm supprts buying n ther digital media such as TV, OOH, Radi. Rich Media: Please explain if the platfrm supprts rich media ad frmats. Campaign Creatin Creative: Please detail if and hw the platfrm supprts ad creative and banner creatin. Traffic: Please detail if and hw the platfrm supprts ad trafficking. Traffic: Please prvide verview f trafficking mechanism supprted (fr example, sequential rtatin f ads, A/B and multivariate testing, etc.). Tagging: Please describe if tagging is needed t track media and crss media perfrmance, and detail hw it can be managed within the platfrm. Tagging: In case the platfrm uses ckies r ther tracking techniques, please state if it is integrated with TRUSTe ckie cnsent tling. 12

13 Campaign Optimizatin Bids: Please explain if platfrm prvides bid recmmendatins, and if yes, fr which media frms (fr example, Search/Display). Bids: Ability t preview r verride intended bids - please explain if platfrm supprts preview and manual verriding f intended bids, and fr which media frms (fr example, Search/Display). Budget: Please explain if platfrm supprts crss media budget recmmendatin and fr which media frms (fr example, Search/Display). Inventry: Please explain if platfrm supprts bidding/campaign adjustments based n shp inventry (stck) changes (fr example, fr Philipsstre.c.uk). Crss Channel: Please detail hw the platfrm supprts crss-channel ptimizatin and data sharing (example: use SEA branded clicks t exclude prspecting display campaigns). Prfiling: Please detail platfrm supprt t create prfiles (audience segmentatin) and understand behavirs, acrss devices and channels. Attributin: Please detail if and hw platfrm supprts crss channel cnversin attributin mdeling and crss channel custmer jurney mapping. Attributin: Please detail if and hw platfrm supprts custmizable attributin mdels and standard mdels including first click, last click, equal weight, r time decayed. Apps: Please explain if platfrm supprts SDK (Sftware Develpment Kit) fr tracking user behavir n apps, and fr what Operating Systems. Targeting: Please detail the platfrm's targeting capabilities and strategies (fr example, behaviral, ge-lcatin, etc.). Retargeting: Please detail platfrm supprt fr retargeting capabilities (parameters) fr example, ge-lcatin, day, time etc. Cnversins: Please explain if the platfrm can handle different types f cnversins (hard and sft) n the cmpany s dmains (fr example, buy buttns, time n site, vide views, etc.). CPL: Please explain if the platfrm supprts Cst per Lead ptimizatin. Please elabrate n hw it is setup and ptimized. Keywrds: Please detail if the platfrm supprts practive Search keywrd suggestins fr Paid Search advertising. 13

14 Benchmarking: Please explain if platfrm supprts benchmarking capability fr Search and Display (fr example, benchmark cmpetitrs ads spend, clicks, share f vice, etc.). Devices: Please explain if platfrm supprts cnsistent Search and Display (manual and prgrammatic) features acrss devices such as desktp, tablet, and mbile. Supprt: Please explain if platfrm supprts full serve and self-serve DMP. Perfrmance Reprting Dashbards: Please indicate if dashbard is made available via a web based User interface and fr what media frms (Search, Display etc.). Perfrmance: Please explain if platfrm supprts cmparing perfrmance between different search engines, in different time perids. Perfrmance: Please explain if platfrm supprts cmparing perfrmance between different Display ad netwrks and exchanges, in different time perids. Data: Please explain if platfrm supprts campaign perfrmance data t be available in real time. If nt, please describe the delay invlved. Reprts: Prvide insights f hw fast the cmpany can generate a data reprt (time lag). DSP: Please detail DSP specific reprting capabilities. In case f integratins needed, please indicate with what platfrms. API: Please prvide details if yur platfrm supprts the exprt f data via API, and prvide high level details f the type f API, and mentin the level f granularity with which the data can be exprted. Reprt Exprt: Please explain if platfrm supprts bth autmated reprts creatin and autmated reprt exprt via API. Custmizatin: Please indicate if dashbard is custmizable and fr what media frms (fr example, custmized data views, adjustable reprt views, tggle data n and ff). Integratins: Please explain if the platfrm fully integrates with Adbe, Elqua, Salesfrce etc. analytics and prvide details f the integratin. Integratins: Please explain if platfrm supprts integrating r cmbining first-party and third-party data. Can the platfrm gather that data natively? Integratins: Please indicate if platfrms integrate with Adbe Test and Target. 14

15 Integratins: Please explain if platfrm allws fr integrating with ther DSPs, and if there are any restrictins? Pricing: Please prvide the standard pricing mdel fr yur platfrm and specify prices and criteria (fr example, ad spend) including pricing table. Pricing: Please prvide insights n custmer supprt packages, cverage per cuntry and prvide the cst assciated (fr example, 24/7 Supprt, dedicated supprt cntacts). Pricing: Please explain if there is any ther cst than the ne mentined in 600 and 601, assciated t yur platfrm. Frecasting: Please detail platfrm supprt fr budget frecasting and fr what media frmats (fr example, Search, Display etc.). Data Ownership: Please explain if cntract with vendrs enables the cmpany t have full wnership f the data and tling. Data Retentin: Please prvide insights n where data will be physically stred and prvide insights n duratin (time) fr data retentin. Privacy Security: Please indicate what security standards the vendr/platfrm is certified fr (fr example, OWASP) by evidence r by supplying certificatin. Legal: Please explain if vendr agrees t cmply with legal requirements and t agree upn a data prcessr agreement. Cmpliance: Please indicate hw the platfrm cmplies with glbal privacy laws. Cmpliance: Please indicate if agreements and ntices are in place frm a privacy cmpliance perspective with Third Parties t ensure cmpliance with privacy laws. Rles: Please indicate if the platfrm is able t prvide segregatin f duties, rles access table. Lgin: Please indicate if the platfrm is able t mnitr and lg what users d in the tling. Data Deletin: Please prvide insights n yur internal prcess fr permanent deletin f persnal data. 15

16 General Availability: Please describe platfrm availability. Users: Please explain if platfrm allws fr rles t be assigned t team members and per ad netwrk, search engine, cuntry, scial netwrk, vide platfrm Examples super admins, admins, editrs, reprting nly, etc. Alerts: Please explain if platfrm supprts autmated alerts based n business rules and fr what media frms (Search, Display etc.). Speed: Please prvide insights as t hw yur technlgy perfrms in terms f UI speed when managing large campaigns. Languages: Please list the range f languages the user interface is available in. Brwsers: Please prvide full verview f the brwsers supprted by the Desktp User Interface. Mbile: Please prvide full verview f the OS supprted by the mbile User Interface and App. Dem: Please explain if vendr culd prvide (at later stage during platfrm selectin prcess) lgin f platfrm and pssibility t test n a real life campaign. Radmap: Please describe platfrm update frequency and radmap, fr example, algrithms updates t respnd t ad frmat changes, flexibility in adding publisher netwrks. References: Please prvide the names f the biggest glbal accunts that are currently using yur platfrm. USP: Please list the platfrm Unique Selling Pints. 16

17 The Final Wrd By enabling rganizatins t deliver the right type f ads t cnsumers, DMPs have emerged as critical tls t drive efficiency in the digital advertising ecsystem. They are als being used t supplement data-centric digital campaigns with marketing prgrams in the traditinal, nn-cnnected envirnments such as direct mailers. With the advent f machine-t-machine and Internet f Things, machine data will als be increasingly incrprated int DMPs t further enhance the understanding f cnsumer behavir and preferences. A careful evaluatin f the varius DMPs can help rganizatins identify the best fit fr their unique requirements. This research deliverable can help rganizatins understand the varius parameters that they shuld cnsider when engaging with DMP vendrs fr a pssible deplyment. 17

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