With more number of devices per user, managing the identity and mapping devices to them is of prime importance. The ‘Building rich audiences’ session at Adobe Symposium 2018 discussed how to solve the cross-device problem.
Taking the stage first was Matt Skinner, Product Marketing, Audience Manager, Digital Marketing, Adobe. Skinner spoke about a data management platform (DMP) and how Adobe helped in solving the cross-device problem.
“What is a DMP? There are three parts to it. First is ‘data in’. This is about being able to source data from all of the first party channels within the organisation. It is important to bring all of the data sources into the platform so that you can unify them into a single customer profile and have a 360 degree view of your customer across all your channels. Once you have done this, you can do audience creation. You can group those profiles into segments based on similar characteristics. You can also do audience modelling with second or third party data sources. Once you have clearly defined your audience, you can adjust your data sources you can make your data act. This is about being able to push those audience segments for consistent customisation. This will ensure that your users have a consistent experience.”
Deepak Oram, Deputy Vice-President, Marketing Technology and Automation, HDFC Bank and Rahul Kishore, Sr Manager, Business Analytics at Hindustan Unilever Ltd, spoke about how DMP had helped them each respectively in understanding and targeting their audience.
Kishore spoke how necessary it was to get DMP right and get know exactly what it was that you wanted from it to make it work best for you.
“One will need to do a lot of work around the DMP. You will have to set it up and make it work for you really. The right kind of resourcing is just one part of it but actually there are the right kinds of technology that can support your DMP and make it speak the best for you,” said Kishore.
Oram, on the other hand, emphasised the need for getting people excited for the technology.
“Get people excited about the technology. Unifying data is very difficult and it requires people to move and it can only happen if everyone buys into the idea,” said Oram.