Types of data management
Since data management performs multiple roles in an organization and facilitates important functions, there are different types of management techniques. We will now look at the different data management techniques used in an organization-.
Data management platforms use data preparation to convert raw data into the format required for data analysis.
Management platforms use data pipelines to automatically transfer data between two systems.
Extract, transform, load, or ETLs are used in data management to transform data from one system for loading into the data warehouse.
Data management uses data catalogs for metadata management, which allow the creation of a complete data overview, provide data summary, and also allow easier access to data.
Data warehouses are locations in a data management platform that are used to compile various data sources and have centralized access for data analysis.
Data governance is a set of processes and policies used by data management platforms to maintain data security.
Data architecture is used in management platforms to provide a proper approach to managing data flow.
The Data security does not allow unauthorized access to data in a data management platform and protects data from corruption.
Data modeling is used in data management to document data flow.
How does a data management platform work?
As mentioned earlier, a data management platform automates the data management process and makes it easier for an organization to have a central repository for its data and ensure that it is accurate and up-to-date. Data management platforms collect unstructured audience data from data sources such as desktop mobile web, mobile app, web analytics tools, point of sale, social networks and online video. A data management platform collects more than surface-level data such as URL and keyword information.
A data management platform collects first-party data of the customer data you own and have collected directly based on behaviors such as the number of clicks on a video, video downloads, or uploads. It also includes demographic data, socioeconomic data, and action data using first-party, second-party, and third-party cookies to create a holistic profile of the audience.
Information compiled from various tools, such as online and mobile apps, is combined into a single view, making it easier to understand. A management platform creates such customer profiles to improve audience segments, ad campaigns, content creation, and personalization.
Customer profiling through data management platforms helps improve audience understanding. A management platform DMPs can also send your audience data to ancillary demand-side and advertiser platforms. This helps the demand side make more informed decisions about target audiences.
A data management platform is useful for publishers, marketers and agencies. Data management platforms are used by publishers to manage audience data collected from websites and the data-driven advertising campaigns executed on the websites. Marketers and agencies use data management platforms to collect an additional layer of data about their target audience to increase the audience base.
What are the basic steps of the data management platform?
Now that we have discussed the importance of a data management platform, let's look at the basic steps to implement a data management platform for your business-.
Set goals- A data management platform can help your business and gather information about your target audience and accurately target them in the most cost effective way. Make sure your company has a list of key goals and objectives for your management platform. Identify a goal to work toward, whether it's data capture or unifying your data silos. Make sure your goals are smart-specific, measurable, achievable, realistic and time-bound.
Build a team for data management- An organization needs a team to address the pros and cons of the data management platform. Be transparent with the data management team and outline your goals carefully and efficiently. The team should ensure that the data management platform is working towards the goals set by an organization.
Outline strategies- A good data management process works when the strategies to be implemented are clearly outlined. The questions that should guide your strategy outline are your target audience, how you should evaluate them, how can you market your products to them, what marketing campaigns should be used such as digital marketing campaigns or TV campaigns, and what training is required.
Implementation- When you start implementing your data-driven strategy, you need to categorize behavior, create rules, and implement basic targeting. Implementation sets the overall pace for the outcome of your data management platform and overall data strategy. The data management platform should help guide your data strategy based on your goals.
Review- After implementation, continuously monitor and review progress to ensure goals are being met. Conduct regular reviews with data management teams to learn about problems or successes.
Best data management platform for small business
There are many data management platforms that help a business manage its data. Although data management platforms are mainly used for marketing campaigns, data management is also required in other business operations. There are various software that a company can use to manage parts of its data. For example, ZipSchedules helps a company manage its employees and their scheduling data.
Now let's take a look at the main data management platforms that small businesses can use to manage their entire operation-.
1. OnAudience.com- This data management platform helps a small business take full control of the customer data you collect. The management platform is used to collect, organize and activate large data sets from various sources. You can create audience segments based on age, gender, income, interests or online behavior. You can also share your data with partners.
2. permutiv- It is a data management platform based on patented privacy preserving technology. The management platform provides stronger data from first-party providers and allows a company to collect and analyze large amounts of data that is updated in real time. An enterprise can use DMP to connect directly and securely with other first-party data owners without exposing raw data.
3. Oracle Data Cloud- The data management platform helps advertisers connect with the right customer, personalize their interactions and measure the effectiveness of each engagement. The management platform creates cross-channel consumer understanding so that a company can learn more about its customers and their behavior.
Best data management platform for mid-market companies
Although the products and services offered by data management platforms remain somewhat the same and help companies solve their business problems, the mid-market company's features, pricing, setup and installation may have different requirements. Now let's take a look at the best data management platforms for mid-sized business needs-.
1. MediaMath- The data management platform supports marketers with an extensible, open platform. The management platform activates data, automates execution and optimizes interactions across all addressable media. It delivers superior performance, transparency and more personalized experiences for consumers.
2. BidTheatre- It is a data management platform that provides effective marketing to your audiences, a variety of targeting options and valuable insights. The management platform uses past impressions to drive machine learning models that predict the value of future bid opportunities and optimize your media spend and KPIs.
3. Simpli.fi- It is a data management platform that enables clients to work more efficiently and maximize the ROI of their ad spend across all media types. The management platform provides project management tracking and dashboard, real-time scheduling updates and risk analysis, revenue and spend forecasting, among others.
Best data management platform for large enterprises
Data management platforms help large enterprises make the most of vast amounts of data by analyzing data from multiple sources and presenting it in an easily digestible way. Large enterprises use DMPs to create rich, custom data sets and more effective audiences because the management platforms pull data from multiple sources, including first-party software, advertising technology, and third-party data providers. Now let's take a look at the top data management platform for large enterprises-.
1. Lotame- The U.S.-based data management platform enables publishers, marketers, agencies and platforms to leverage, analyze and activate audiences from first-party vendors. The management platform enables an organization to extract maximum value from data to gain a privacy-safe, actionable view of audience segments. The data management platform helps customers grow their business, improve performance and respect consumer choices.
2. Roku OneView- It is a data management platform for marketers and content owners to measure performance using TV identity data. Advertisers can manage all their advertising campaigns in one place. The management platform provides data management and analytics platforms to make decisions on behalf of your clients. The management platform helps customers execute their advertising campaigns based on deep, data-driven insights and provides around-the-clock support
3. Adobe Audience Manager- The data management platform helps customers create unique audience profiles and provides a 360-degree customer view. The management platform offers integration of online and offline data from first-party, second-party, and third-party data sources to provide a unified view of audiences.
Since data management performs multiple roles in an organization and facilitates important functions, there are different types of management techniques. We will now look at the different data management techniques used in an organization-.
Data management platforms use data preparation to convert raw data into the format required for data analysis.
Management platforms use data pipelines to automatically transfer data between two systems.
Extract, transform, load, or ETLs are used in data management to transform data from one system for loading into the data warehouse.
Data management uses data catalogs for metadata management, which allow the creation of a complete data overview, provide data summary, and also allow easier access to data.
Data warehouses are locations in a data management platform that are used to compile various data sources and have centralized access for data analysis.
Data governance is a set of processes and policies used by data management platforms to maintain data security.
Data architecture is used in management platforms to provide a proper approach to managing data flow.
The Data security does not allow unauthorized access to data in a data management platform and protects data from corruption.
Data modeling is used in data management to document data flow.
How does a data management platform work?
As mentioned earlier, a data management platform automates the data management process and makes it easier for an organization to have a central repository for its data and ensure that it is accurate and up-to-date. Data management platforms collect unstructured audience data from data sources such as desktop mobile web, mobile app, web analytics tools, point of sale, social networks and online video. A data management platform collects more than surface-level data such as URL and keyword information.
A data management platform collects first-party data of the customer data you own and have collected directly based on behaviors such as the number of clicks on a video, video downloads, or uploads. It also includes demographic data, socioeconomic data, and action data using first-party, second-party, and third-party cookies to create a holistic profile of the audience.
Information compiled from various tools, such as online and mobile apps, is combined into a single view, making it easier to understand. A management platform creates such customer profiles to improve audience segments, ad campaigns, content creation, and personalization.
Customer profiling through data management platforms helps improve audience understanding. A management platform DMPs can also send your audience data to ancillary demand-side and advertiser platforms. This helps the demand side make more informed decisions about target audiences.
A data management platform is useful for publishers, marketers and agencies. Data management platforms are used by publishers to manage audience data collected from websites and the data-driven advertising campaigns executed on the websites. Marketers and agencies use data management platforms to collect an additional layer of data about their target audience to increase the audience base.
What are the basic steps of the data management platform?
Now that we have discussed the importance of a data management platform, let's look at the basic steps to implement a data management platform for your business-.
Set goals- A data management platform can help your business and gather information about your target audience and accurately target them in the most cost effective way. Make sure your company has a list of key goals and objectives for your management platform. Identify a goal to work toward, whether it's data capture or unifying your data silos. Make sure your goals are smart-specific, measurable, achievable, realistic and time-bound.
Build a team for data management- An organization needs a team to address the pros and cons of the data management platform. Be transparent with the data management team and outline your goals carefully and efficiently. The team should ensure that the data management platform is working towards the goals set by an organization.
Outline strategies- A good data management process works when the strategies to be implemented are clearly outlined. The questions that should guide your strategy outline are your target audience, how you should evaluate them, how can you market your products to them, what marketing campaigns should be used such as digital marketing campaigns or TV campaigns, and what training is required.
Implementation- When you start implementing your data-driven strategy, you need to categorize behavior, create rules, and implement basic targeting. Implementation sets the overall pace for the outcome of your data management platform and overall data strategy. The data management platform should help guide your data strategy based on your goals.
Review- After implementation, continuously monitor and review progress to ensure goals are being met. Conduct regular reviews with data management teams to learn about problems or successes.
Best data management platform for small business
There are many data management platforms that help a business manage its data. Although data management platforms are mainly used for marketing campaigns, data management is also required in other business operations. There are various software that a company can use to manage parts of its data. For example, ZipSchedules helps a company manage its employees and their scheduling data.
Now let's take a look at the main data management platforms that small businesses can use to manage their entire operation-.
1. OnAudience.com- This data management platform helps a small business take full control of the customer data you collect. The management platform is used to collect, organize and activate large data sets from various sources. You can create audience segments based on age, gender, income, interests or online behavior. You can also share your data with partners.
2. permutiv- It is a data management platform based on patented privacy preserving technology. The management platform provides stronger data from first-party providers and allows a company to collect and analyze large amounts of data that is updated in real time. An enterprise can use DMP to connect directly and securely with other first-party data owners without exposing raw data.
3. Oracle Data Cloud- The data management platform helps advertisers connect with the right customer, personalize their interactions and measure the effectiveness of each engagement. The management platform creates cross-channel consumer understanding so that a company can learn more about its customers and their behavior.
Best data management platform for mid-market companies
Although the products and services offered by data management platforms remain somewhat the same and help companies solve their business problems, the mid-market company's features, pricing, setup and installation may have different requirements. Now let's take a look at the best data management platforms for mid-sized business needs-.
1. MediaMath- The data management platform supports marketers with an extensible, open platform. The management platform activates data, automates execution and optimizes interactions across all addressable media. It delivers superior performance, transparency and more personalized experiences for consumers.
2. BidTheatre- It is a data management platform that provides effective marketing to your audiences, a variety of targeting options and valuable insights. The management platform uses past impressions to drive machine learning models that predict the value of future bid opportunities and optimize your media spend and KPIs.
3. Simpli.fi- It is a data management platform that enables clients to work more efficiently and maximize the ROI of their ad spend across all media types. The management platform provides project management tracking and dashboard, real-time scheduling updates and risk analysis, revenue and spend forecasting, among others.
Best data management platform for large enterprises
Data management platforms help large enterprises make the most of vast amounts of data by analyzing data from multiple sources and presenting it in an easily digestible way. Large enterprises use DMPs to create rich, custom data sets and more effective audiences because the management platforms pull data from multiple sources, including first-party software, advertising technology, and third-party data providers. Now let's take a look at the top data management platform for large enterprises-.
1. Lotame- The U.S.-based data management platform enables publishers, marketers, agencies and platforms to leverage, analyze and activate audiences from first-party vendors. The management platform enables an organization to extract maximum value from data to gain a privacy-safe, actionable view of audience segments. The data management platform helps customers grow their business, improve performance and respect consumer choices.
2. Roku OneView- It is a data management platform for marketers and content owners to measure performance using TV identity data. Advertisers can manage all their advertising campaigns in one place. The management platform provides data management and analytics platforms to make decisions on behalf of your clients. The management platform helps customers execute their advertising campaigns based on deep, data-driven insights and provides around-the-clock support
3. Adobe Audience Manager- The data management platform helps customers create unique audience profiles and provides a 360-degree customer view. The management platform offers integration of online and offline data from first-party, second-party, and third-party data sources to provide a unified view of audiences.