Toggle mobile navigation

We're Here to Help


Engage a sales expert

Have Us Contact You

Get In Touch

Best Practices

Data Activation

Select A Topic:
Data Activation is the concept of unlocking value in data through development of insights and turning those insights into action. Data-driven marketing is not a new concept. But using data management platforms (DMPs), marketers are using big data to inform their marketing activity. A DMP is quickly shifting from a “nice to have” solution to a “must have” solution. Data has quickly become a core strategy and will drive marketing efforts for many years to come.
 
Here are the three stages of data activation:
 
1. DATA IN
Get data from any location and bring it into a centralized platform within a single structure so that it can be used in aggregate. Data comes from any number of sources. A marketer can aggregate data from different locations such as websites, mobile websites, mobile apps, offline databases or CRM systems, media impressions, transactional data, and more.
 
2. UNLOCK VALUE
Once that data is in a single location, you unlock the value by running analytics on the data and use it to drive advertising and optimization for outbound marketing. Examples can include audience profile analysis, look-alike modeling, and act-alike modeling as well as other opportunities.
 
3. DATA OUT
This is one of the most difficult elements of data activation and requires the most work. But with deep integrations throughout the ad and marketing eco-system, you can share data segments that have been developed with marketing partners, drive efficient customer outreach, eliminating waste, and get higher performance on the back-end.
 
Data Activation Is Unique
Data Activation is a combination of all these stages and a DMP platform makes all of it possible. Every company that works with the DMP creates their own 100% exclusive solution due to the unique nature of the data that comes in, the combination of products being used to unlock the value, and the unique partners where the data is shared.
 
Data Activation Scale = Data Unchained
Data unchained the separation of the data layer from execution inside your enterprise marketing stack. This philosophy is is based on scale and efficiency. If you operate with an execution partner, like a DSP (Demand-Side Platform) or a SSO (Site-Side Optimization), and give them sole access to your data for targeting and modeling purposes, you risk being efficient with that single partner alone. In that case you restrict learning and insights from every other partner.
 
Any given marketer works with an average of 18 different execution partners across various forms of media including display, search, social, mobile, video, etc. You need a single execution platform that’s integrated with every major DSP, portal, social network, mobile ad server, video ad server, or publisher in the world. This gives you the freedom to unchain your data and activate it across any media partners you desire and to manage your media budgets based purely on performance rather than any conflict of interest created by using a partner providing a data platform in combination with a single media execution platform.
 
 
Related Products
 

Modern Marketing Essentials Guide: Data Management

A one-size-fits-all approach to marketing is not a sound tactic—it’s a marketing fruitcake that no one wants to receive. It’s time to get down with data to delight your audience and provide them with the personal experiences they deserve.

Data Activation Results

If you are a marketer and are looking to scale your efforts in an efficient and effective manner, data has quickly become the core of your strategy and will continue to drive your efforts for many years to come. To do so, you need proof and data of your own.

A Comprehensive Data Management Platform Powers 360° Analytics


Advertisers are living in a data-centric world. Data increasingly drives every marketing decision, from which segments to target to what creative to use and how to optimize campaigns. But with petabytes of marketing data from campaigns, targets, and customers constantly being generated, advertisers and agencies are finding it increasingly difficult to extract meaningful insights from the data deluge.
 

Social Media Intelligence 2015

SMI solutions automate the monitoring and analysis of social media data and provide workflow and response management capabilities. For b-to-b organizations, an ability to integrate social intelligence with other contact and account data is a key differentiator for SMI solutions.

Creating Unique Assets to Drive Marketing Predictions and Actions

The second-party data movement has quickly emerged as an innovative solution for marketers looking to get smarter about identifying unique, high-value audiences at scale. Marketers have more data than ever, but extracting unique insights has become both increasingly difficult and important for brands.

Marketing Technology

Traditionally, marketing technology has been very task specific, designed to operate within a single functional silo such as email campaign management. But marketers know the value and significance of aligning marketing automation, social relationship management, content marketing, sales force automation (SFA), and customer relationship management (CRM) platforms in the cloud—a task accomplished through the implementation of marketing technologies.