DIGITAL MARKETING HUB v2.0 - AdExchanger

Digital Marketing Hub v2.0
BMO Capital Markets
Exhibit 39. How Many Customers Are Stored in your Database?
50 million or more
19%
20 million to 49.9 million
18%
10 million to 19.9 million
11%
5 million to 9.9 million
13%
1 million to 4.9 million
24%
Fewer than 1 million
13%
0% 5% 10% 15% 20% 25%
Source: Forrester Research, "What Customers Really Think About Their Database Marketing Services
Providers"
Databases can be oriented around business-to-business data and/or business-to-consumer,
depending on the client’s products/services. Database marketers also develop sophisticated
models in order to identify the customers most likely to respond to a particular marketing message
and frequently tack on execution services such as email or direct mail.
As more and more marketing spending migrates online, digital analytics capabilities
(see below) are often bundled with core database marketing services. Whereas database
marketers have developed expertise in tracking long-established “structured” customer datapoints
about consumers (name, address, transaction history, credit ratings), digital analytics
have been natural extensions for IP-marketing data such as page views, click-stream data, and
other “unstructured” data.
Enterprise Marketing Management (EMM) Software
Since the beginning of the software industry, there have been specific versions created
to help enterprises’ marketing departments organize people, assets, and processes.
Marketing technology has long-used acronyms to describe its offerings. Well-established ones
that fall under the broad category of EMM include:
• Marketing Asset Management (MAM): organize and store creative work from 30-second
TV commercials to print ads; today it increasingly houses online banner and rich media ads.
• Marketing Resource Management (MRM): track expenses and overall budgets, streamline
processes and improve collaboration.
• Marketing Mix Modeling (MMM): evaluate spending through multivariate regressions and
other statistical analysis
There has also been software suites created specifically for ad agencies. Known for
agency-specific workflow and billing solutions as well as traditional ad trafficking and management.
Much of this market was consolidated into the newly-named MediaOcean when the
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June 7, 2012