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Data Management Platforms Fall Short of Marketer Expectations

DMPs still have some integration issues to address before marketers fully embrace them

February 29, 2016 | Marketing Technology | Media Buying

Data management platforms (DMPs), tools that help businesses aggregate marketing information from across a variety of channels, are seeing increasing use by a variety of industry professionals. Yet, those same marketers are skeptical of DMPs' ability to deliver on expectations and business goals, according to research.

Current vs. Planned Implementation of a Data Management Platform (DMP) Among US Agency and Marketing Professionals, Aug 2015 (% of respondents)

Marketers' interest in, and implementation of, DMPs continues to rise. According to an August 2015 survey by AdAge and Neustar, more than half of all marketers already use a DMP. Meanwhile, nearly 28% who don't yet use the technology plan implement it within the next 12 months.

Those using DMPs note a number of functions for the technology, ranging from improvement of ROI on marketing activity to gaining better insights. An August 2015 survey by ExchangeWire and Oracle on why media buyers had implemented such platforms, 24% mentioned improving the ROI of marketing activity, while another 19% mentioned turning data into insights.

Leading Reasons for Implementing a Data Management Platform (DMP) According to Media Buyers Worldwide, Aug 2015 (% of respondents)

Despite this growing embrace of DMPs—and increasing evidence of their many use cases—many marketers report the systems still fall short of expectations. The same AdAge and Neustar study mentioned above found marketers' put significant importance on DMP integration with channels like websites, and mobile apps, both of which were mentioned by more than 70% of respondents.

At the same time, those same marketers expressed dissatisfaction with how DMPs integrated with their website and mobile apps, with less than 25% of respondents indicating they were satisfied with how their DMPs handled the channels.

The survey findings suggest DMPs still have some integration issues to address before marketers fully embrace them as one-stop marketing technology platforms.

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