10 Reasons Why you need a UDH.. Not a DMP

Hi, I’m Andy. I’m a 42 year old single, married female fast food enthusiast who is both affluent and not. I am aged 30-35 and live in London. I live in Cambridgeshire and I’m a retired male. I recently bought a DVD.

Sorry, am I not making sense? I was just introducing myself to you using the data in Oracle Bluekai. It’s a fun game where you can pretend to be someone you’re not, try it yourself – check your own profile here. (note: use your laptop as this site uses 3rd party cookies collected on your device to generate the report.)

It’s not a Bluekai thing, it’s a DMP thang’. In brief, DMPs use nondeterministic processes to pull together a likely profile of you so that marketers can target you (and people like you) in their advertising campaigns.

Don’t get me wrong, a DMP in the right scenario is definitely going to provide an ROI, but, it’s not the best bang for your buck when it comes to data related marketing technology, not by a long way.

Without a shadow of doubt that position is taken by the UDH (Universal Data Hub).

What is a Universal Data Hub?

A UDH takes data in from ALL sources – online,offline, mobile, IoT – if the data is available the UDH will suck it in. All data is then stitched together using a patented stitching process. The UDH uses a set of deterministic Visitor IDs that you can choose (e.g. Email Address, CRM ID, Mobile #, facebook ID, etc.) to give you a view of that customer’s entire data set. Next a UDH will share audience data with channels and technologies creating a thriving real-time, unified ecosystem.

What is the difference between a DMP and a UDH? at a high level a DMP is more for third party data and a UDH is for first party data.

Right… But, what is the difference between data types? My colleague and friend Matt Pilgrim gives the best analogy to explain the differences between first, second and third party data. He says “If I were to give you my business card then I have shared with you my first party data. If you then give my card to a someone you partner with then it has become second party data. However, if you leave it on the table and someone else picks it up that’s third party data – the person picking it up has no idea where it came from, there is no audit trail of where it’s come from or gone.

The differences aren’t just about the types of data. Here are 10 Reasons Why your business needs a UDH, not a DMP!

1) Sayonara Silos

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