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WEBINAR Forrester Wave™: Data Management Platforms, Q2 2017

WEBINAR Forrester Wave™: Data Management Platforms, Q2 2017. Susan Bidel, Senior Analyst Samantha Merlivat , Analyst. August 1, 2017. Call in at 10:55 a.m. Eastern time. Agenda. What is a DMP? How are marketers choosing and using DMPs?. Agenda. What is a DMP?

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WEBINAR Forrester Wave™: Data Management Platforms, Q2 2017

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  1. WEBINARForrester Wave™: Data Management Platforms, Q2 2017 Susan Bidel, Senior Analyst Samantha Merlivat, Analyst August 1, 2017. Call in at 10:55 a.m. Eastern time

  2. Agenda • What is a DMP? • How are marketers choosing and using DMPs?

  3. Agenda • What is a DMP? • How are marketers choosing and using DMPs?

  4. A unified technology platform that intakes disparate first-, second-, and third-party data sets, provides normalization and segmentation on that data, and allows a user to push the resulting segmentation into live interactive channel environments

  5. DMP: unified approach to marketing Source: The DMP Is The Audience Intelligence Engine For Interactive Marketers Forrester report

  6. DMPs are key to putting the audience first • The foundation for managing audiences across multiple touchpoints • Digital and beyond • Critical to customer-centric go-to-market strategies

  7. Evolving participation criteria • 2013 • 10 live clients; marketers only • 2015 • 100+ live clients; marketers and publishers; growth of 40 or more over past 12 months; standalone product • 2017 • 150+ live clients; marketers and publishers; growth of 50 or more over past year; standalone product

  8. Evolving landscape: 2013 • Adobe • Audience Manager, formerly DemDex, acquired in 2011 for $58 million • Aggregate Knowledge • Acquired by Neustar in 2013 for estimated $119 million • BlueKai • Acquired by Oracle in 2014 for an estimated $350 million to $400 million • Core Audience • Launched as Red Aril; acquired by iCrossing in 2012; rebranded in 2012; now solely focused on Hearst properties

  9. Evolving landscape: 2013 • Knotice • Acquired by IgnitionOne in 2014 for its email service to enhance IgnitionOne’s position in omnichannel data capabilities • nPario • Launched in 2010 by former Yahooexecutives; shuttered in 2013 • X Plus One • Acquired by Rocket Fuel in 2014; combining a “Leader” DSP with a “Leader” DMP Source: The Forrester Wave™: Data Management Platforms, Q3 2013 Forrester report

  10. Evolving landscape: 2015 • Leaders • Adobe • Krux • Neustar • Strong Performers • Oracle • Lotame • KBM Group • Google*** • Contenders • Cxense Source: The Forrester Wave™: Data Management Platforms, Q4 2015 Forrester report

  11. Forrester Wave™: Data Management Platforms, Q2 2017 • Current offering • Data ingestion, sync prioritization, and syndication • Data classification • Data analysis • Strategy • Corporate strategy • Customer references • Market presence • Client base and global presences Source: The Forrester Wave™: Data Management Platforms, Q2 2017 Forrester report

  12. Key differentiators • Data ingestion, sync prioritization, and syndication • SDK, API, and mobile web data ingestion • Second-party data capabilities • Other data integrations • Data classification • User and device identification • Data analysis • Lookalike modeling • Strategy • Vision for the future • Customer references Source: The Forrester Wave™: Data Management Platforms, Q2 2017 Forrester report

  13. Agenda • What is a DMP? • How are marketers choosing and using DMPs?

  14. Marketers use one DMP “Do you use multiple DMPs?” “Do you use DMP services available in a DSP/DMP combination?” Base: 78 marketers; Source: Forrester’s Q2 2017 Global Data Management Platform Forrester Wave™ Customer Reference Online Survey

  15. DMP is still a relatively new technology “How long has the vendor . . . been your DMP?” 26% Base: 78 marketers; Source: Forrester’s Q2 2017 Global Data Management Platform Forrester Wave™ Customer Reference Online Survey

  16. Marketing most often sponsors and funds the DMP “Which department is the main sponsor for the DMP strategy, rollout, and management at your organization?” “Which department is funding the DMP?” Base: 76 marketers; Source: Forrester’s Q2 2017 Global Data Management Platform Forrester Wave™ Customer Reference Online Survey

  17. Clients focused on basic DMP capabilities and use cases when choosing a platform “For which of the following reasons did you originally select your primary DMP?” Underestimated? Base: 76 marketers; Source: Forrester’s Q2 2017 Global Data Management Platform Forrester Wave™ Customer Reference Online Survey

  18. Cost and existing technology partnerships were less of a factor “For which of the following reasons did you originally select your primary DMP?” Base: 76 marketers; Source: Forrester’s Q2 2017 Global Data Management Platform Forrester Wave™ Customer Reference Online Survey

  19. Clients are most satisfied with advertising integrations, data security and privacy, and services consulting “Please rate the following attributes of your DMP.” Base: 76 marketers; Source: Forrester’s Q2 2017 Global Data Management Platform Forrester Wave™ Customer Reference Online Survey

  20. But they expect more from their vendors’ ML, analytics, and device graph-mapping capabilities “Please rate the following attributes of your DMP.” Base: 76 marketers; Source: Forrester’s Q2 2017 Global Data Management Platform Forrester Wave™ Customer Reference Online Survey

  21. DMP clients are hands-on users of advanced analytics, insights, and planning tools “Which of the following are areas your vendor could improve upon?” Select all that apply (top five answers shown). Base: 76 marketers; Source: Forrester’s Q2 2017 Global Data Management Platform Forrester Wave™ Customer Reference Online Survey

  22. Buyer’s remorse? Only half are totally satisfied with their choice of platform “Which of the following reasons prevent you from switching to another DMP solution?” Please select all that apply. Average Net Promoter Score: 37% Base: 76 marketers; Source: Forrester’s Q2 2017 Global Data Management Platform Forrester Wave™ Customer Reference Online Survey

  23. What to focus on when choosing a DMP • Breadth and depth of marketing integrations • Customer journey analytics and audience insights • Machine learning and predictive capabilities • Training • Consultative support • Readiness for local and emerging privacy regulations

  24. Samantha Merlivat+44 207 323 7725 smerlivat@forrester.com Susan Bidel+01 212.857.0751 sbidel@forrester.com

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