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MODERNIZE YOUR ACQUISITION STRATEGY BY DECOMMISSIONING YOUR DMP

 * Marketing Self-Service
 * Personalization at Scale

Zachary Van Doren
Senior Director of Partnerships

You can future-proof your acquisition strategy to prepare for an ever-evolving
environment by sunsetting your data management platform (DMP).

The death of third-party cookies has continued to evolve. Google recently
announced it will be removing them from its Chrome browser by 2024, giving
organizations a slightly longer timeline for adjusting to a cookieless world.
While third-party cookie deprecation is imminent, this delay is an opportunity
for organizations that have yet to nail down their strategies for reducing
reliance on anonymous identifiers and third-party data.

Organizations must update their technology stacks with future-proof and flexible
solutions that will help them execute on acquisition strategies without
third-party cookies. The alternative is becoming entirely dependent on expensive
walled garden data, resulting in high customer acquisition costs.

What should be a company’s next step? Determine a strategy going forward to
replace their DMP.

Read on to understand the key use cases your DMP is currently solving for and
how you can avoid disruption with the right technology.




MODERNIZE YOUR ACQUISITION STRATEGY BY DECOMMISSIONING YOUR DMP


YOU CAN’T HAVE A DMP WITHOUT THIRD-PARTY COOKIES

Third-party cookies serve as the underlying identity framework that allows DMPs
to enable person-based advertising at scale. As a result, the way in which
marketers effectively target individuals with advertisements will be forced to
change.

Acquiring new customers will get more expensive as marketing gets less
effective. Centralization will be disrupted, leaving marketers with a
bewildering and fragmented set of solutions and considerations to choose from.

The solution is a customer experience hub AKA CX hub — a collection of tools
that centralizes necessary components and integrates into multiple identity
spines, durable tokens, walled gardens and clean rooms, enabling organizations
to execute across the full gamut of acquisition marketing use cases.


ACQUISITION MARKETING USE CASES: FROM DMP TO CX HUB

Understand the acquisition use cases that DMPs are currently solving for and how
a CX hub can fill that void in a way that is future-proof, agile and efficient.
The CX hub comprises four modular solutions

 1. Customer 360: our customer data platform (CDP) lets you unify all customer
    data and obtain a comprehensive view of every each customer.
 2. Audience Center: create advanced audience segments and activate your
    customer insights.
 3. Journey Management: manage journey orchestration and drive results across
    the customer lifecycle.
 4. Real-Time Customer Experiences (RTCX): create real-time experiences and show
    you understand your customers’ needs.

These modular solutions enable brands to give business teams the freedom to
explore and action on customer data while helping technical teams extend and
enhance existing technology investments to manage data governance, costs and
performance.

Keep in mind that DMPs can’t be replaced with a single solution. Consult the
chart below to see the capabilities your DMP currently provides and the
components that will power your acquisition use cases going forward:

CAPABILITYYESTERDAYTOMORROWAnonymous AddressabilityDMP3rd-party data providers
Walled gardens
Other industry solutions (e.g., UID2)Data Marketplace/CollaborationDMP3rd-party
data providers
2nd-party data clean roomsAudiencingDMPCX HubActivationDMPCX Hub
Walled gardensMeasurementDMP3rd-party data providers
In-house solutions


ACQUISITION STRATEGY USE CASE: PROSPECTING

Here you’re targeting users who have not yet visited your website(s) or
application(s).

DMP APPROACH

Media teams have the ability to build highly granular prospect segments based on
combinations of third-party-based data such as tracked behaviors, demographics,
locations and advanced models. All of this data is glued together and made
addressable within media channels via third-party cookies.

The DMP then allows teams to take those prospect segments and execute, report on
and analyze acquisition-based marketing campaigns.

AIQ CX HUB APPROACH

The notion of prospecting is not going away with third-party cookies. What is
changing is:

 1. The tools a marketer will use in managing prospect data.
 2. The means in which to address and activate prospects.
 3. The modeling approaches in identifying if a prospect is in a purchase
    consideration stage as opposed to other customer journey stages.

A CX hub is able to connect across both upstream third-party data providers as
well as downstream paid media channels. As a result, this provides marketers
with a best-in-class audience data orchestration engine to operationalize all
components of effective and highly personalized prospecting campaigns.


ACQUISITION STRATEGY USE CASE: LOOKALIKE MODELING

Lookalike modeling is a capability oftentimes served within prospecting.

DMP APPROACH

Lookalike modeling with a DMP is often associated with developing a prospect
segment that shares similar attributes with a brand’s most valued or highest
converting customers. The usual first action in this process is for a brand to
“onboard” a dataset of these high-value customers into their DMP.

The profiles within these datasets are then resolved to a 3rd-party cookie ID
and then enriched with the same set of attributes with which the larger prospect
database shares. It is from this binding of data between the high-value customer
seed to the prospect universe that then becomes the foundation from which a
lookalike model can be built.

AIQ CX HUB APPROACH

The AIQ CX Hub approaches lookalike modeling by binding the high-value seed and
prospect universe audience segments together. By connecting with third-party
data providers, AIQ is able to leverage the identity graphs of these providers
to both ingest an addressable prospect universe as well as to enrich the
high-value seed audiences against these same identity graphs.

The result is a highly robust data foundation, from which marketers are able to
design and build lookalike models all within the UI of the AIQ CX Hub.




ACQUISITION STRATEGY USE CASE: RETARGETING

Retargeting involves targeting prospects who have visited your website and left
without taking a desired action.

DMP APPROACH

To enable a comprehensive and centralized website retargeting effort, there need
to be mechanisms in place for tracking, recognition, enrichment and
addressability of anonymous visitors to a brand’s website. Like with other use
cases detailed above, the third-party cookie was the underlying foundation for
these components to come together.

The DMP was the tool that sat on top of this foundation, allowing marketers to
design and activate retargeting campaigns in relation to brand engagement
behaviors and complement them with additional attributes accessed from
third-party data providers, such as individual and household demographics.

Retargeting campaigns are usually divided across relative levels of interest and
intent signals that are inferred from these tracked brand engagements, going
from a light signal—such as a single pageview session—to a hard signal—such as
an abandoned cart or incomplete form-fill.

AIQ CX HUB APPROACH

A CX hub deploys a different set of methodologies that build upon requisite data
foundations, including tracking, recognition, enrichment and addressability. As
a result, marketers can centrally manage retargeting campaigns across the full
set of intent and interest cycles across anonymous to known use cases.

This approach includes a robust tag/SDK infrastructure that collects behavioral
signals paired with the ability to synchronize and centralize various
(non-third-party cookie) identity standards to maximize addressability and
provide the ability to build retargeting segments that blend behaviors, as well
as individual and household demographics.


ACQUISITION STRATEGY USE CASE: WEBSITE PERSONALIZATION

This entails personalizing user experience (UX) on owned properties to increase
conversions.

DMP APPROACH

DMPs allow web personalization engines to serve personalized experiences to
anonymous visitors in a capacity similar to retargeting. The third-party cookie
is used as a means to build and persist a profile that contains attributes that
would inform what types of content to serve to that profile, as well as the
means to recognize what would trigger such relevant content delivery upon
visiting a specific webpage.

AIQ CX APPROACH

The AIQ CX Hub enables personalization across anonymous users in real-time in
two ways:


 1. Upon a user’s first visit to a site, a CX hub can orchestrate integrations
    into identity spines, which would then bring the user downstream into the
    web personalization engine. The CX hub is then able to execute real-time
    experience delivery via the tag SDK and VR Identity Sync IP paired with the
    last-mile delivery system that serves experiences based on enriched
    identity.
    
 2. If there’s an existing first-party cookie with a footprint of that user, the
    CX hub can then build a profile around that user. If they’re authenticated,
    an email or customer ID would be used to make a profile around them. Profile
    API returns in real time the personalization factor to then orchestrate
    experiences which can then be replicated.




ACQUISITION STRATEGY USE CASE: 2ND- AND 3RD-PARTY DATA SHARING

This is a strategy for safely sharing 2nd- and 3rd party data.

DMP APPROACH

Many DMPs enable businesses to access third-party marketplaces for the primary
purpose of enriching first-party customer data for more precise targeting and to
support lookalike modeling for prospecting. The DMP also had very limited
abilities to enable first-party data sharing among second-party data partners.

AIQ CX HUB APPROACH

A CX hub takes a much more comprehensive approach to data sharing, which is
built upon the syncing and operationalization of non-third-party cookie ID
standards. This allows the foundation from which first-party data can be safely
joined and shared.

From this foundation, integrations with industry-leading data providers who
provide consolidation and accessibility of the third-party data ecosystem can be
used. The same goes for clean room providers who help brands share, send and
receive data from second-party partners such as fellow brands, publishers or
retailers.

This solution powers a full host of use cases across enrichment, media
suppression, attribution, data monetization and activation.

A CX hub doesn’t just manage the prospecting and retargeting phases of
acquisition, but also manages the growth and retention phases across the
complete customer lifecycle journey. As a result, this prevents zero-data
cold-starts once a customer converts and alleviates inefficiencies by allowing
marketers to manage the entire journey through a single flexible tool.

Invest in a CX hub to future-proof your acquisition strategy and navigate an
ever-evolving environment.


LEARN MORE ABOUT SUNSETTING YOUR DMP

Get in touch with our experts to define a plan to move beyond the DMP and adopt
a future-proof approach.

Zachary Van Doren
Senior Director of Partnerships
Marketing technology and data leader with 20+ years' experience helping
enterprise brands in their digital transformation efforts, working across
marketing, data and technology teams. Prior experience includes the founding and
leadership of CMO Labs, one of the industry’s first CDP consulting firms.

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