What is mobile data management platform?

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MOBILE DATA MANAGEMENT PLATFORM
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In todays world the sheer volume of data that
gets generated through consumer behavior surveys,
keyword search based data, 3rd party data,
semantic page level data, data collected from
final users through forms etc. is enough to
overwhelm marketers and publishers. There is
simply no dearth of data sources, the challenge
lies in integrating it into a structure and form
that advertisers and publishers can use to
further business objective. With mobile
devices overtaking all other web based devices in
traffic, the amount of data generated through
mobile is simply too vast and valuable for
marketers and publishers to use unless it is
integrated, structured, organized and analyzed
for key consumer behavior metrics.
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Mobile data management platforms serve as a
centralized data management system
Mobile data management platforms have emerged for
this very purpose, they serve as a centralized
data management system that collects, integrates
and manages large volumes of unstructured and
structured data from a multitude of sources. An
effective Mobile Data Management Platform
provides a unified environment of data
development and delivery that provides marketers
and publishers access to timely, accurate and
consistent data. Until now marketers have pretty
much relied on cookies for data collection on
consumer buying behavior and by extension for ad
campaigns. However cookies are only able to
provide marketers with elementary consumer buying
information while Data Management platforms are
able to provide data intelligence and analysis
that goes much beyond simply consumer buying
analysis.
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Advanced data management platforms are able to
leverage technology to gauge buying trends, gain
better understanding of your audience to be able
to identify and segment your target audience.
Simply put data management platforms help you
scale and grow your business by helping marketers
identify key consumer attributes, habits to be
able to predict future buying behavior. For
instance data management platforms can provide
marketers with information as to how many users
that purchased digital cameras in a particular
week also ended up searching for Plasma TVs.
What DMP also makes possible is to overlay
third party information over this buying pattern
to provide marketers with information on
household income and credit scores of those
particular digital camera buyers also interested
in Plasma TVs. DMP ultimately boils down to how
much data you want to provide the system and how
deep you want to dive into the data available.
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The uses of DMP are many and growing by the day,
the primary ones being
Data management platforms can help publishers
charge a premium from advertisers for targeted on
site advertising resulting in sales
conversions. Data management platforms can help
advertisers identify unique consumer behavior and
buying patterns in real time that can be
leveraged for launching targeted ad campaign
capable of being modified in real time for
maximum effectiveness. Advertisers no longer need
to wait before getting the results of their ad
campaign and are also able to save millions of
dollars in wasted campaigns by the increased
control provided by access to real time
information. Decrease dependence on 3rd party
data by relying more on advanced data management
platforms that use algorithm based models to
identify potential target segments that will be
most receptive to your marketing
message. Provide Cost and operational efficiency
by providing marketers and publishers with the
ability to analyze consumer behavior using
different combinations of data inputs.
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Conclusion
With mobile becoming the predominant data source,
mobile data management platforms that offer the
ability to integrate data from mobile and web are
gaining increasing prominence among marketers and
publishers.
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Thank you

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