When paired with a personalisation tool, a DMP lets you capitalise on visitor knowledge to provide a tailored experience. This requires good organisational and technological coordination to be successfully accomplished.
Our client, a digital newspaper, contacted us to roll out its DMP and its personalisation tool.
The main technological challenges involved were:
- Managing real-time: Often, personalisation based on a DMP means waiting for a second viewed page or a revisit. In our case, the personalisation was full real time (i.e. personalisation on the page that triggered the entry in the DMP segment).
- Managing conflicts between personalisations: we pushed product developments to facilitate the prioritisation of personalisations where a user belongs to several segments (prevent double triggers and flickering effects).
The main organisational challenges raised were:
- Definition of rules to efficiently decide between the use of a personalisable location for monetisation versus merchandising
- Team independence: production of guides and provision of half-business, half-technical training