Before we get you underway with the setup here is some general info on how a Data Management Platform (or DMP, for short) works.
There are a couple of core DMP concepts you should be familiar with.
Use Audience Builder to segment your customers into audiences and target them across different campaigns.
Within Squeezely Audience Builder you are able to create three types of audiences.
- Website Audiences
Event Based audiences enable you to select only the data points that have been collected by Squeezely Tracking Software within your website. This method achieves high match rates on your connected marketing platforms as it does not require a users email address to perform the matching. Instead this method relies on cookie- or pixel based matching technology offered by the marketing platforms you are exporting the audience to.
- Profile Audiences
CRM Based Audiences will create a list of email addresses that you can import to the marketing platform of your choice. This method means you are not restricted to data points gathered on your website and all available profile data can be used to create an audience. When exporting a CRM based audience to an external platform matchrates can vary based upon the accuracy of the external platform you have selected.
- Lookalike Audiences
Lookalike Audiences make use of external data to find people similar to your existing website visitors or clients. To create a Lookalike Audience, first you need to create either a CRM- or Event Based audience. After creating, you select the audience you want to use as the base to create a Lookalike Audience. You then select on which channel you want to use your lookalike audience and your audience will be created on the platform you have selected. At this time lookalikes are only compatible for Facebook and Google.
Product Sets are selections from your Product Catalog, based on user behaviour or product criteria. Use product sets to create a personalized interactions for your customers.
Journeys use Profiles, Audiences and Product Sets to create 1-to-1 personalized communication flows.
This is where you will find information about the data you are collecting and analyze results to plan your next actions.