The Emergence of Madtech in 2017: How DMPs Enable People-Based Marketing

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    Written by Peggy Reinders, Ross Rubin, David Daniels, Nicholas Einstein Emergence of Madtech, DMP, DOP, DSP, People-Based Marketing

    About: Published January 31, 2017. This first of its kind research lead by Principal Analyst Peggy Reinders and Director of Research Development Ross Rubin details the phases of adtech and martech that have gotten us to the point of Madtech.The research explores DMP adoption and the necessary tactics to ensure that such deployments deliver value. This research addresses the role of the DMP to enable People-Based Marketing.

    Key Questions:
    - What is driving Madtech adoption?
    - What impact are DMPs having on marketing results?
    - What are the organizational challenges to implementing an DMP?
    - Which industries are adopting DMPs and how high of a priority are they?

    Report Excerpt: Companies that implemented Identity Management outperformed the average in all measured email CTRs above the 12 to 16 percent range. We found the largest performance gap in the 20 to 24 percent email CTR range. More than 15 percent of those who had implemented a DMP or identity management solution saw this level of success, whereas only 11 percent of those who had used CRM data saw such results. Users of DMPs and identity management solutions also outperformed in the 24 percent or greater email CTR segment with nearly 9 percent of DMP users achieving that level as opposed to only 6 percent of the total. Marketers that implement Madtech tactics have higher email CTR than those that do not.

    The Research: 14 pages, 7 graphics, This Report is part of our Research Subscriber Series. If you want $200 off this report use code, TRG200 but the bigger value is to subscribe to this annual series of reports.  

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