A Data Management Platform (DMP) is on of the pillars of data-driven marketing. It is a hub where all data from multiple channels is collected, unified and interpreted to create complete user profiles, providing a crisp overview of all channels. Online and offline data from web, mobile web, mobile app, CRM, point-of-sale, acquisition campaigns and beyond can be fed into a DMP to enrich user profiles.
DMPs are also capable of putting unified data sets into action through filtering and segmenting to help target various user groups, while providing deep insights into the conversion paths of each and every user.
Acting as a powerful data engine, DMPs can help digital marketers personally connect with each user through delivering more relevant and personalized content, improving user experience, boosting engagement and maximizing the return on ad spend.
Insider’s Growth Management Platform helps marketers drive growth across the funnel through delivering personalized experiences to each user throughout their lifecycle, across marketing channels. Yet, these experiences are only as good as the data underpinning them.
Under the Hood: Insider’s Growth Management Platform (GMP)
Here are top 3 ways Insider’s GMP acts like a DMP, and goes beyond
Insider’s Growth Management Platform’s (GMP) data collection layer acquires data from web, mobile web and apps handles data crunching to deliver a unified view of the user. These data sets can be easily enriched with second and third party data through a matching algorithm, as Growth Management Platform (GMP) can be easily and seamlessly integrated to other online and offline channels, including DMPs such as BlueKai, Lotame, Salesforce DMP, and Adobe Audience Manager. Once the data is collected, GMPs data unification layer mines the data to create complete user profiles, which are then fed into AI and Machine Learning algorithms. The output is ready-to-use predictive segments based on real-time behavioural, predictive and historical data. Digital marketers can easily put these segments into action to deliver personalized experiences and ads to each and every individual to drive growth and loyalty.
1. Delivering hyper-relevant product and content recommendations
It’s no surprise that showing relevant product and content recommendations tailored to the needs and preferences of each user is a proven way to boost conversions and average order value. Insider’s Smart Recommender helps marketers deliver highly personalized and relevant recommendations to each user on product detail pages, checkout pages and more. Recommendations are delivered to each user automatically based on their historical, behavioural and predictive data, in real time.
GMP helps marketers take recommendations to the next level with AI-powered predictive segments. Each user can be targeted with relevant recommendations based on their predicted behaviours such as discount affinity or churn probability. Digital marketers across industries can choose to enrich data sets by integrating GMP to their CRMs, DMPs, offline channels and beyond to deliver hyper-relevant recommendations across marketing channels.
2. Pushing AI powered predictive segments into ad channels to minimize marketing waste
Targeting the wrong customers and spending on them is a big problem for digital marketers as the the cost of getting people’s attention is increasing. Yet, many companies still spend their marketing budget on the wrong customers, creating a mistargeting problem in ad channels. This ‘leaky bucket’ creates marketing waste, driving CAC even higher.
By targeting visitors who are more likely to make a purchase in ad channels, marketers can make smarter investments, increasing ad spend efficiency, improving ROAS and minimizing marketing waste. GMP helps marketers do exactly that.
Going beyond collecting, unifying and mining data from various data sources, Insider’s Growth Management Platform (GMP) lets marketers access AI-powered predictive segments based on the predicted behaviours of users. Various segments can be combined to create high impact micro segments which can then be pushed into 3rd party ad channels such as Facebook and Adwords. For instance, based on a visitor’s likelihood to convert (likelihood to make a purchase, likelihood to apply for a credit card, likelihood of applying for a test drive etc.) marketers can easily prioritize who they would like to target with discount messages or advertisements. Solely targeting visitors who are more likely to make a purchase in ad channels, marketers can spend their ad dollars on the right customers.
3. Defining and targeting custom segments
Insider’s Growth Management Platform (GMP) offers a wide range of ready-to-use segments, which can be easily combined to create micro audiences. The parameters behind advanced and predictive segmentation algorithms are continuously improved to increase the performance of personalized scenarios. Yet, widely used by digital marketers across industries, GMP also helps marketers define custom segments based on a range of unique attributes based on the specifics of an industry or a business. This offers the flexibility to truly personalize experiences to each and every user. Integrating GMP with a DMP or any other offline or online data source also creates a unique opportunity to create custom segments.
Insider’s Growth Management Platform (GMP) helps marketers take customer experience delivery to a new level, making it more personal with the help of a robust, unified platform based on Artificial Intelligence and Machine Learning algorithms. Insider’s GMP helps marketers build stronger relationships with their customers through more relevant and personalized experiences.
Edwin is oversees Insider's customer success team in Indonesia and the Philippines. He has 6+ years of experience in digital marketing, with a special focus on multichannel CRM strategy, growth hacking, and A/B testing. Before Insider, Edwin was a technology consultant at Accenture and co-founded his own Digital Agency.