ʻO ka Myth o ka DMP i ke kūʻai aku ʻana

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Nā Papa Manaʻo ʻIkepili (DMPs) i hele mai ma kahi hōʻike i kekahi mau makahiki i hala aku nei a ʻike ʻia e ka poʻe he ʻoia ka mea hoʻopakele o ke kālepa. Maʻaneʻi, ʻōlelo lākou, hiki iā mākou ke loaʻa ka "moʻolelo gula" no kā mākou mea kūʻai aku. I ka DMP, hoʻohiki nā mea kūʻai aku hiki iā ʻoe ke hōʻiliʻili i nā ʻike āpau āu e pono ai no ka ʻike 360-kekelē o ka mea kūʻai aku.

ʻO ka pilikia wale nō - ʻaʻole maoli ia.

Hōʻike ʻo Gartner i kahi DMP ma ke ʻano

Polokalamu e lawe i ka ʻikepili mai nā kumu he nui (e like me loko CRM nā ʻōnaehana a me nā mea kūʻai kūwaho) a hāʻawi iā ia i ka mea kūʻai aku e kūkulu i nā ʻāpana a me nā pahuhopu.

Hana ʻia kahi helu o nā mea kūʻai aku DMP i ke kumu o ʻO Gartner Magic Quadrant no Digital Marketing Hubs (DMH). Kuhi ka poʻe loiloi Gartner i nā makahiki ʻelima e hiki mai ana e lilo ka DMP i DMH, e hāʻawi ana:

Nā mākeke a me nā noi me ke komo kaulike ʻia i ka ʻikepili pili ʻike, nā ʻikepili, nā ʻaoʻao o ka hana, leka uila a me nā mea maʻamau analytics nā hana no ka hoʻonohonoho ʻana a me ka hoʻonui ʻana i nā hoʻolaha multichannel, nā kamaʻilio ʻana, nā ʻike a me ka hōʻiliʻili ʻikepili ma o nā pūnaewele pūnaewele a me nā pūnaewele kūwaho hoʻi, ma ka lima a me ka papahana.

Akā ua hoʻolālā mua ʻia nā DMP e pili ana i hoʻokahi kahawai: nā pūnaewele hoʻolaha pūnaewele. I ka hiki mua ʻana o DMPs i ka mākeke, kōkua lākou i nā pūnaewele e hāʻawi i nā makana maikaʻi loa ma o ka hoʻohana ʻana i nā kuki e nānā i ka hana pūnaewele a kekahi kanaka me ka inoa ʻole. A laila morphed lākou i loko o adtech ma ke ʻāpana o kahi papahana kūʻai papahana, e kōkua nui ana i nā ʻoihana e kūʻai aku i kahi ʻano ʻāpana. Maikaʻi lākou no kēia kumuhana hoʻokahi, akā hoʻomaka e hāʻule ke noi ʻia lākou e hana i nā pāʻina ʻoihana keu hou aʻe e hoʻohana i ka aʻo ʻana i ka mīkini no kahi ala i alakaʻi ʻia.

Ma muli o ka inoa inoa ʻole i mālama ʻia ma loko o kahi DMP, hiki i ka DMP ke kōkua no ka hoʻolaha ma ka pūnaewele. ʻAʻole pono ia e ʻike ʻo wai ʻoe e lawelawe i kahi hoʻolaha pūnaewele e pili ana i kāu mōʻaukana heʻe nalu pūnaewele. ʻOiai he ʻoiaʻiʻo hiki i nā mea kālepa ke hoʻopili i ka nui o ka ʻikepili mua, ʻelua a ʻekolu hoʻi i nā kuki i waiho ʻia i kahi DMP, ʻo ia wale nō kahi hale waihona ʻikepili a ʻaʻohe mea hou aʻe. ʻAʻole hiki i nā DMP ke mālama i ka nui o ka ʻikepili ma ke ʻano he pilina a i ʻōnaehana Hadoop.

ʻO ka mea nui, ʻaʻole hiki iā ʻoe ke hoʻohana i nā DMP e mālama i kekahi ʻike pilikino ʻike ʻia (PII) - nā moleʻomaʻomaʻo e kōkua i ka hana ʻana i ka DNA kū hoʻokahi no kēlā me kēia mea kūʻai aku. Ma ke ʻano he mākeke, inā ʻoe e ʻimi e lawe i kāu ʻikepili mua, ʻelua a ʻaoʻao ʻekolu e hana i kahi ʻōnaehana mo kāu mea kūʻai aku, a laila ʻaʻole kahi DMP e ʻokiʻoki iā ia.

Ke hōʻike nei mākou i kā mākou ʻenehana i nā wā e hiki mai ana i ka makahiki o ka Pūnaewele o nā Mea (IoT), ʻaʻole hiki i kahi DMP ke hoʻohālikelike iā a Paepae ʻIkepili Mea kūʻai (CDP) no ka hoʻokō ʻana i kēlā "moʻolelo gula" he elusive. Hana nā CDP i kahi mea kūʻokoʻa - hiki iā lākou ke hopu, hoʻohui a mālama i nā ʻano o ka ʻikepili mea kūʻai aku e kōkua i ka hana ʻana i kahi kiʻi piha (me ka ʻikepili DMP hana). Eia nō naʻe, he aha ke kēkelē a pehea e loaʻa ai kēia i ka loli ākea mai ka mea kūʻai aku i ka mea kūʻai aku.

Ua hoʻolālā ʻia nā CDP mai ka honua a hiki i ke kiʻi ʻana, hoʻohui a mālama i nā ʻano ʻikepili like ʻole o ka mea kūʻai aku, e like me ka ʻikepili mai nā kahawai kaiaulu a me ka IoT. I kēlā hopena, hoʻokumu ʻia lākou i nā ʻōnaehana pili a i ʻole Hadoop, e hoʻomaikaʻi ana iā lākou i ka loli o ka ʻikepili e hiki mai ana i mua o ka hōʻea ʻana o nā huahana IoT i hoʻonohonoho ʻia ma ka pūnaewele.

ʻO kēia ke kumu i hoʻokaʻawale ai ʻo Scott Brinker i nā DMP a me nā CDP i kāna ʻO Marketing Technology Landscape Supergraphic. Kāhea ʻia i loko o kāna palapala hoʻokūkū hōʻailona 3,900+ ʻelua mau ʻano kaʻawale me nā mea kūʻai aku ʻokoʻa.

Lanscape ʻenehana kūʻai

I kāna kākau ʻana e hoʻolaha ana i ke kiʻi, kuhikuhi pololei ʻo Brinker i ka Hoʻokahi Paepae e Hoʻokele iā lākou A Pau ʻaʻole i kō maoli ka manaʻo, a he aha ka mea i kahi kahi cobbling pū o nā papaha e hana i kekahi mau hana. Huli nā mākeke i hoʻokahi hopena no ka leka uila, kahi ʻē aʻe no ka pūnaewele, kahi ʻikepili ʻē aʻe a pēlā aku.

ʻO ka mea e pono ai ka poʻe kālepa ʻaʻole ia he paepae nui e hana ana i nā mea āpau, akā he kahua ʻikepili e hāʻawi iā lākou i ka ʻike e pono ai e hoʻoholo.

ʻO ka ʻoiaʻiʻo, hoʻopā ʻo Brinker lāua ʻo Gartner i kekahi mea e hoʻomaka wale nei e puka: kahi papahana orchestration ʻoiaʻiʻo. Kūkulu ʻia ma nā CDP, hoʻolālā ʻia kēia mau mea no ke kūʻai aku ʻana omnichannel ʻoiaʻiʻo, e hāʻawi ana i nā mea kūʻai aku i nā pono hana e pono ai lākou e hana a hoʻokō i nā hoʻoholo hoʻoholo a ka ʻikepili ma nā kahawai āpau.

Ke hoʻomākaukau nei nā mea kūʻai aku no ka lā ʻapōpō, pono lākou e hoʻoholo i nā hoʻoholo e pili ana i kā lākou papahana ʻikepili i kēia lā e pili ana i ka hoʻohana ʻia ʻana i ka wā e hiki mai ana. Koho naʻauao a loaʻa iā ʻoe kahi anuu e kōkua i ka lawe pū ʻana i nā mea āpau. Koho maikaʻi ʻole a hoʻi ʻoe i ka helu ma kahi o ka manawa pōkole.

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