Time to tidy up your data
Fintan Costello of Revenue Engineers says most operators and affiliates are not taking advantage of utilising a data management platform
As we are looking at the tail end of 2017, it’s time to start thinking ahead to 2018 and how you will hit next year’s targets. One key thing that most operators and affiliates are not taking advantage of is utilising a data management platform (DMP).
The key reason for using a DMP is that it allows you to merge all data points for a user into one place What websites they have clicked your banner ad on (or any other campaign) and what pages on your site they visited you can then layer on top of your back-end data, including VIP levels as well as third-party data of demographics and even estimates of net-worth.
By being able to merge all of this data from numerous systems into one single view of the user, you can easily generate a big-picture view of your users (and potential users) that will inform your overall brand and marketing strategy.
From here you have two big opportunities to use the data. The first and most common is using the DMP to drive your display buying strategy across prospecting (using look-a-like profiles) and remarketing to existing users.
The second way (and harder for most) is to use the data to customise your on-site content based on what you know about the existing customer or what you have inferred about a potential customer. This customisation could be anything, including offers, imagery, market/game prioritisation and even CRM messaging.
By combining all of your data into a single view of the customer you can drive incremental ROI improvements in your marketing by making smarter display bidding choices and showing the user tailored content both of which will increase conversion rates and lower your CPAs.
Managing partner of consultancy firm Revenue Engineers, Fintan Costello’s previous roles include senior industry head at Google and leading the online marketing departments for PokerStars and Paddy Power.