How Data Management Platforms Are Working for Agencies and Marketers

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Data management platforms are playing an increasingly important role in how marketers and agencies create and manage campaigns.

Just this month, Dentsu Aegis Network acquired programmatic shop Accordant Media, developers of a propriety technology called Accordant ATS, which includes a data-management platform, custom data models and associated bidding and analytics tools. Accordant joins two other recent acquisitions by Dentsu Aegis, which this year also acquired data and analytics shop Cardinal Path and a majority stake in performance marketing agency Merkle.

Multicultural agency Gravity recently developed a data-management platform to help marketers target specific ethnic audiences, like Venezuelan consumers rather than general Hispanic consumers, as well as sub-segments within each group, such as soccer fans or hip-hop lovers. Gravity decided to create the Audience M tool, which took about a year-and-a-half to develop, because the shop was frustrated running campaigns for main multicultural segments when it was actually trying to target precise groups. Audience M can help marketers target 78-plus multicultural groups across the web and mobile, such as Polish, Albanian, Ethiopian and Peruvian. The agency partnered with the top 10 websites for each country to gather data, like traffic from visitors in North America.

And Clorox has credited Oracle's BlueKai data management platforms with helping it discover new consumers to target. Marketing executives for water filtration system brand Brita used insights from the platform to discover that college students at four-year residential campuses were a substantial part of its consumer base, beyond the brand's general "healthy living advocates" psychographic profile. It also used the platform alongside retailer Target to aim messages at consumers who depend on Brita when making infant formula.

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