From Data Management Platforms to Consumer Intelligence DMPs
The data management platform—or DMP—emerged just a few years ago as a response to a base-level need: Publishers and marketers are aggregating more data, from more sources, than ever before. And in order to realize the full value of that information, they require a technology-driven solution—a central hub—to seamlessly (and rapidly) collect, integrate, manage and activate those large volumes of data.
Today’s DMP solutions, are seen as representing an advanced, automated approach to integrating data for use in ad targeting. To others, a DMP is a tool for managing custom insights in support of customer experience management. And yet others see the technology as an enabler of media efficiencies, complementing demand-side platforms (DSPs), supply-side platforms (SSPs) and trading desks.
All of those foundational views hold water. But the DMP’s potential is fundamentally more significant: The embodiment of a “Big Data” solution for multichannel advertising, marketing, media and audience activation.
nPario powers several of the data management platforms (DMPs) used by leading brands today.
nPario delivers a consumer intelligence data management platform (DMP) and big data applications for marketing segmentation that enable the world’s largest brands to combine existing, new and emerging channels of information to segment consumers, understand consumer behavior, commercial intent, and drive customer acquisition, retention and engagement. Unlike other data management platforms (DMPs), which can choke on the sheer scale of data needed to provide comprehensive consumer intelligence in real-time, nPario provides easy-to-use visual applications to segment audiences, predict consumer intent and provide campaign intelligence at scale in real-time.
Brands, publishers and agencies combine 1st party, behavioral and 3rd party data using nPario's patent-pending Real-time Data Science™ to access deep consumer insight. They use this aggregated and connected data to segment consumers without the need for complex queries or programming, enabling the identification of high-value segments and the predictive modeling of consumers. This lets them answer such questions as:
- Who are our customers?
- What do they want to buy?
- Where do I find more like them?
nPario integrates these real-time insights with key business processes such as customer loyalty, churn analysis and digital marketing.
nPario solutions are available as either public or private clouds, and are already in use at leading brands, publishers and agencies such as Reuters, Electronic Arts and GroupM.
As the promise of “big data” plays an increasingly significant role in the digital marketing landscape, the Interactive Advertising Bureau (IAB) and Winterberry Group have released “The Data Management Platform: Foundation for Right-Time Consumer Engagement,” a whitepaper showing how advertisers, publishers and online merchants are directing attention toward data management platforms (DMPs) to discover, segment and engage with consumers.
This white paper is based on surveys of more than 150 senior executives from across the advertising, publishing, marketing services and technology sectors—including executive-level leaders at Allstate, Conde Nast, IDG TechNetwork, LiveRamp, NBCUniversal, nPario, Razorfish, Sojern, Thomson Reuters, WPP Digital, Xaxis, Ziff-Davis and others.
nPario is a premier sponsor of the IAB-Winterberry Group whitepaper.
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