Our Building Block Series has explored topics ranging from the evolution of online advertising to the essential attributes at the core of the strongest programmatic technology. Now it’s time to take a look under the hood at the various components that work together to deliver goal-based results for marketers:
Data Management and Activation: The best marketing operating systems seamlessly integrate and activate data from a number of first, second and third-party sources. Data and media are housed together within one platform so marketers can accurately price media, understand which audiences should receive which messaging, and instantly serve media against data to drive performance. A marketing operating system enables marketers to selectively hone messaging according audience segment needs.
Media Management: A marketing operating system gives marketers the ability to allocate spend across the full spectrum of digital channels (display, mobile, social, video) from one platform. This centralized access to media (including remnant, private direct deals, and premium placements on specific sites, through an automated guaranteed deals) streamlines workflow. Simple and powerful.
Decisioning and Reporting: What good is housing data and media together if you can’t optimize against it? Our marketing operating system’s algorithm “The Brain” uses advanced machine learning techniques to determine which impressions will best meet marketing goals. Additionally, marketers have access to a rich suite of metrics that provide full transparency into campaigns, plus a real-time view into performance which enables them to make smarter marketing decisions.
Professional Services: Technology doesn’t exist in a vacuum. MediaMath’s marketing operating system was built by marketers for marketers. From training, to professional services, to business consulting, MediaMath’s skilled teams ensure clients are fully maximizing the available technology. Additionally, the New Marketing Institute trains individuals and offers certification programs for both new and experienced digital marketing professionals (including many of the topics offered in this series). NMI is a top-tier resource because we believe an educated industry is a stronger industry.
Integration of 3rd-Party Apps and Vendors: A marketing operating system needs to connect marketers to the tools and services that will make them successful in their marketing endeavors. Through the OPEN Partner Marketplace, MediaMath strives to help marketers build the foundation of their unique practice by connecting them with relevant information and tools, and providing access to best-of-class partner services and technologies within the media, technology and data industries.
A marketing operating system with these core features empowers marketers to unlock the power of goal-based marketing and programmatic technology, allowing them to achieve business goals as never before.
This blog post is the sixth in a series for marketers that are curious about programmatic technology and would like to educate themselves on the value it can provide.
Keep up with this series by following the Building Block Series tag on the blog.
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