Data In. Unlock Value. Data Out.
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 (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 sites and 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.