The Myth ntawm DMP hauv Kev Ua Lag Luam

cov ntaub ntawv hub

Cov Ntaub Ntawv Kev Tswj Cov Platforms (DMPs) tau los ntawm qhov tshwm sim ob peb xyoos dhau los thiab tau pom los ntawm ntau yam li tus cawmseej ntawm kev lag luam. Ntawm no, lawv hais tias, peb tuaj yeem muaj "ntawv ceev" rau peb cov neeg siv khoom. Hauv DMP, cov muag khoom cog lus tias koj tuaj yeem sau tag nrho cov ntaub ntawv koj xav tau rau 360-degree saib ntawm cov qhua tuaj noj mov.

Qhov teeb meem tsuas yog - nws tsuas yog tsis yog qhov tseeb.

Gartner txhais kom meej DMP li

Software uas nqus cov ntaub ntawv los ntawm ntau qhov chaw (xws li sab hauv CRM tshuab thiab cov muag khoom sab nraud) thiab ua rau nws muaj rau cov neeg lag luam los tsim ntu thiab phiaj.

Nws tshwm sim hais tias ib tug xov tooj ntawm DMP muag khoom tsim cov tub ntxhais ntawm Gartner Khawv koob Quadrant rau Digital Marketing Hubs (DMH). Gartner cov kws tshuaj ntsuam xav tias yuav dhau tsib xyoos DMP yuav dhau los ua DMH, muab:

Cov neeg lag luam thiab cov ntawv thov nrog cov qauv siv rau cov neeg tuaj saib cov ntaub ntawv cov ntsiab lus, cov ntsiab lus, txheej txheem kev ua haujlwm, kev xa xov thiab lwm yam analytics kev khiav dej num rau orchestrating thiab optimizing multichannel campaigns, sib tham, kev paub thiab cov ntaub ntawv sau thoob plaws hauv online thiab offline raws, ob qho tib si manually thiab programmatically.

Tab sis DMPs tau tsim thaum chiv thawj nyob ib ncig ntawm ib qho channel: network ad online. Thaum DMPs xub tuaj txog hauv khw, lawv tau pab cov vev xaib xa cov khoom zoo tshaj plaws los ntawm kev siv cov ncuav qab zib los taug qab tus neeg lub vev xaib ua yam tsis pub leej twg paub. Lawv mam li morphed rau hauv adtech ua ib feem ntawm txheej txheem kev yuav khoom lag luam, qhov tseem ceeb pab cov tuam txhab ua lag luam rau ib hom tshwj xeeb. Lawv tau zoo heev rau lub hom phiaj no nkaus xwb, tab sis pib tsis ua tiav thaum lawv thov kom ua ntau cov kev tshaj tawm hauv kev tshaj lij uas siv lub tshuab kev kawm kom paub mus rau lub hom phiaj ntxiv.

Vim tias cov ntaub ntawv khaws cia nyob rau hauv DMP yog tsis qhia npe, DMP tuaj yeem pab tau rau ntu kev tshaj tawm online. Nws tsis tas yuav tsum paub koj yog leej twg los ua haujlwm online tshaj tawm raws li koj lub vev xaib dhau los. Thaum nws muaj tseeb tias cov neeg lag luam tuaj yeem txuas ntau ntawm cov thawj-, thib ob - thiab cov ntaub ntawv thib peb mus rau cov ncuav qab zib nyob hauv DMP, nws tsuas yog cia li yog cov ntaub ntawv khaws thiab tsis muaj dab tsi ntxiv. DMPs tsis tuaj yeem khaws cov ntaub ntawv ntau npaum li kev txheeb ze lossis Hadoop-based system.

Tseem ceeb tshaj, koj tsis tuaj yeem siv DMPs khaws cov ntaub ntawv ntiag tug ntawm tus kheej (PII) - cov lwg me me uas pab tsim cov DNA tshwj xeeb rau txhua tus ntawm koj cov neeg siv khoom. Raws li lub khw muag khoom, yog tias koj tab tom nrhiav noj tag nrho koj thawj-, thib ob thiab thib peb cov ntaub ntawv los tsim cov kab ke ntawm cov ntaub ntawv rau koj cov neeg siv khoom, ces DMP tsuas yog tsis txiav nws.

Raws li peb yav tom ntej-pov thawj peb qhov kev nqis peev thev naus laus zis hauv Is Taws Nem ntawm yam (IoT), DMP tsis tuaj yeem piv rau Cov Ntaub Ntawv Neeg Siv Khoom Platform (CDP) rau kev ua tiav qhov sau ua “cov ntawv tseem ceeb.” CDPs ua qee yam tshwj xeeb - lawv tuaj yeem ntes, sib sau thiab tswj hwm txhua hom neeg cov ntaub ntawv cov qhua tuaj pab tsim kom tiav daim duab (suav nrog DMP cov ntaub ntawv coj cwj pwm). Txawm li cas los xij, mus rau qib dab tsi thiab qhov no ua tiav tiav li cas los ntawm tus muag khoom mus rau tus neeg muag khoom.

CDPs tau tsim tawm hauv av los txhawm rau ntes, sib sau thiab tswj txhua hom ntaub ntawv cov neeg siv khoom nquag, suav nrog cov ntaub ntawv los ntawm cov kwj sib txuas thiab IoT. Txog qhov kawg, lawv tau ua raws li kev sib txheeb lossis cov txheej txheem Hadoop, ua rau lawv muaj peev xwm ua kom zoo dua qub los ua cov ntaub ntawv tsis zoo uas muaj tom ntej yog IoT-taw qhia cov khoom lag luam tuaj hauv online.

Qhov no yog vim li cas Scott Brinker cais DMPs thiab CDPs hauv nws Kev Lag Luam Technology Ua Si Toj roob hauv pes SupergraphicCov. Hu tawm hauv nws cov squint-tsim hluav taws xob 3,900+ logo daim duab yog ob yam cais nrog cov muag khoom sib txawv.

Kev Lag Luam Technology Lanscape

Hauv nws qhov kev sau ntawv tshaj tawm cov duab qhia, Brinker cov ntsiab lus tau hais tias qhov tseeb Ib Tes Haujlwm Los Coj Kav Txhua Tus lub tswv yim yeej tsis tau los txog rau qhov tseeb, thiab dab tsi tshwm sim xwb yog kev cob qhia ua ke ntawm cov platforms los ua qee yam haujlwm. Cov tub lag luam tig mus rau ib qho kev daws teeb meem rau email, lwm qhov rau web, lwm rau cov ntaub ntawv thiab lwm yam.

Qhov cov neeg ua lag luam xav tau tsis yog lub platform loj uas tau ua txhua yam, tab sis cov ntaub ntawv platform uas muab cov ntaub ntawv uas lawv xav tau los txiav txim siab.

Qhov tseeb yog, tias Brinker thiab Gartner kov rau qee yam uas tab tom pib tawm: lub platform orchestration tseeb. Ua rau ntawm CDPs, cov no yog tsim rau qhov tseeb omnichannel kev lag luam, muab cov neeg ua lag luam cov cuab yeej lawv xav tau thiab ua cov ntaub ntawv-tsav cov kev txiav txim siab hla txhua txoj kev.

Raws li cov neeg npaj khoom lag luam npaj rau tag kis, lawv yuav tsum txiav txim siab yuav khoom txog lawv cov platform cov ntaub ntawv niaj hnub no uas yuav cuam tshuam li cas lawv siv yav tom ntej. Xaiv cov ntse thiab koj yuav muaj lub platform uas yuav pab coj txhua yam ua ke. Xaiv qhov tsis zoo thiab koj yuav tau rov qab mus rau ib qho square hauv lub sijhawm luv luv.

Yuav ua li cas koj xav hais tias?

Qhov Web site no siv Akismet los txo cov kev pabcuam. Kawm li cas koj cov ntaub ntawv tawm tswv yim tiav.