Peter Randazzo, Chief Technology Officer at iCrossing, explains Data Management Platforms
Peter Randazzo, Chief Technical Officer for iCrossing , spoke at Search Engine Strategies, about DMP – Data Management Platforms, program meant to automate the marketing experience in a nuanced way.
Randazzo started with a notion from a leading marketing research firm. “ Forrester is claiming the age if information as ended – we maintain its the age of the customer.”
Randazzo noted that there is a lot of “chaos” in the marketplace – numerous vendors that can overlap – how much distance there is between marketer and consumer, “when you think about it you see how daunting it is because of the number of vendors exists.”
Randazzo believes the world is become about two datasets – audience (the people you interact with) and content (and the attributes with it) “At its fundamental level you know person and the interaction – when you have that the complexity disappears.”
A Data Management Platform is designed to securely collect data, model the persona, and serve it to the channel where its needed. “The more you are linked to your audience, the more you know what makes that audience tick. “
Some vendors have evolved in the DMP space . “iCrossing has been willing to evolve, and we see another revolution. All media should be accountable to the audience it brings.”
Important capabilities on a Data Management Platform
Randazzo also discussed data security, and how audience leakage affects what a competitor knows. “Every pixel is a chance for someone else to get smarter as well.” He recommends managers to understand the vested interests of vendors (do they sell data, who is doing what with the information).
Randazoo shows an interesting browser plugin, Collusion. Used with Firefox, it populate the browser window to show different companies and their association based on their data collection. His example showed 44 companies that collected audience data.
