Using DMPs to personalise digital advertising and increase campaign efficiency

Emily Barley

This event report looks at the use of data management platforms to achieve more sophisticated advertising, and how the brief of marketing departments has broadened to any part of customer experience.

Using DMPs to personalise digital advertising and increase campaign efficiency

Emily Barley

"One of the things that has become really clear is that consumer experience is the new battle ground," Joe Reid, managing director of Krux, a data management company, told the audience gathered for the MMA Forum, an event held in London in June 2016.

"Now, marketing is all-encompassing, because it really is this experience mantra," he said, noting that areas of the business like call centres – an important part of customer experience – have been subsumed into marketing.

"Let's think about marketing in a...

WARC subscribers can sign in to keep reading

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands