The State Of Agencies Today: Marketing is being transformed and along with it, so are the agencies that drive the business. Agencies are being tasked to do more than come up with the “big idea” and simply execute. They are being tasked to be deeper partners than ever before and at the core of that transformation is data.
As data becomes more fragmented, in terms of data sources and the ways data can be used throughout the entire marketing mix, agencies become trusted partners and advisors on establishing a data-driven marketing strategy for their customers and BlueKai is at the core of that opportunity. BlueKai enables agencies to grasp hold of the challenges around data and provide their marketing clients with a solution that is scalable, cost effective and increases the performance of all marketing campaigns the agency is responsible for managing.
The BlueKai Solution: Finding ways to prioritize the data, build audiences that are actionable and delivering those audiences to all aspects of the marketing mix are difficult, but BlueKai provides the solution. BlueKai enables the agency to focus on strategy by taking the heavy lifting of the data management and analytics off of their plates with a cloud-based, easy-to-use solution. Welcome to Data Activation with BlueKai.
Data Activation with BlueKai enables your agency to unlock the value in data and use it anywhere, “unchained” from the various execution partners who are all looking for access to the data. We call it “using what you know to power what you do” and we’re the most scalable, most effective platform in the industry to provide that solution.
What is Data Activation?
Data activation is the process by which marketers utilize information about their target audience to customize the experience across all channels, platforms, devices and interactions. A customized experience creates a deeper, more valuable relationship with the audience, and the potential for a longer lasting bond between customers and your brand.
How does BlueKai achieve data activation?
BlueKai’s platform achieves data activation in three simple steps: it enables data IN from any source, allows marketers to UNLOCK the value in the data, and then delivers usable data OUT to any partner, channel or device.
Data is aggregated from any source and ingested into the BlueKai DMP™, a centralized data management platform. Whether its online data, offline data, mobile data or anywhere else you can bring it into a single location.
Once inside the BlueKai DMP, marketers can analyze and optimize data via the BlueKai Audience Analytics Suite™. They can also augment data with the Audience Data Marketplace™, the world’s largest aggregation of authorized 3rd party data providers.
Activation occurs when the audience segments are pushed out using our open platform to any of the hundreds of partners available across multiple channels and devices. That means your marketing is personalized to the audience, truly delivering a customer-centric strategy.
Building blocks of the BlueKai platform
Data Management Platform (DMP)
The Data Management Platform (DMP) is the essential piece of any data-driven marketing effort and the core of your enterprise-marketing suite. The DMP is the centralized system where all your data is stored, analyzed and used to build customized audience segments. With a DMP you can do many things:
- Centralize all your customer data in a single, cloud-based platform.
- Directly turn insights into action across any channel, partner or device.
- Easily manage digital data usage rights.
- Create private second party data connections with trusted partners for use in co-marketing opportunities.
- Increase marketing performance through targeted message delivery and increased interaction rate.
- Reduce waste by only targeting the exact audience you’re looking to reach.
- Influence the customer experience with different messaging at each stage of the customer journey.
Included in the Data Management Platform are both the Audience Analytics Suite and the Applications by which marketers are able to do more with data.
Audience Data Marketplace
Check out the unveiling of the BlueKai Audience Data Marketplace as Oracle Data as a Service for Marketing!
Join us for a live webinar on July 22 or check out the on-demand version here.
The Audience Data Marketplace is the world’s largest collection of branded and unbranded 3rd party data available online. Directly integrated into the BlueKai DMP, the Marketplace provides direct access to more than 200 data providers, more than 30 of whom are branded and transparent in the system. BlueKai DMP customers receive unfettered access to all of the data available in the Marketplace for use in customer analytics at no additional charge. Data fees are only associated with “activation” of data for outbound advertising or marketing, enabling BlueKai customers to “try before they buy” when it comes to 3rd party data. This can then be used to supplement what you know about your audience by giving you a much richer, 360 degree view of them, which is helpful in developing custom audience segmentation.
- Provides the largest collection of branded and unbranded 3rd party data.
- Gives free access to data for analytics purposes.
- Enables deeper understanding of your audience, both customers and prospects.
- Allows you to acquire and target new prospects with data from 3rd party sources.
- Combines data and allows data segmentation to drive audience expansion.
- Enables you to port your audience anywhere in the media ecosystem via BlueKai's Partner Program.