How do I integrate third-party data to create effective email campaigns?
As we are all aware, audiences are bombarded with communications. To make themselves heard above the noise, marketing campaigns are crying out for hyper-personalization, contextualization and fine-grained segmentation.
Use with a DMP
A DMP (Data Management Platform) makes it possible to exchange or link up all of your first, second and third-party data. The aim of the game is centralize data and simplify their management, in order to create a single customer database. In this way, you can achieve very accurate audience segmentation and a high level of personalization for your email campaigns, thereby maximizing their performance.
The DMP also enables the creation of look-alike segments, i.e. profile segments that are similar to existing segments. Several levels of connection can be generated in order to increase the targeting volume. Remember that the larger the target audience, the lower the rate of similarity. DMPs provide other functions, such as the ability to target in an omnichannel way, manage prospects using a PRM (Prospect Relationship Management) approach and measure ROI.
Use with an API
If the integration of a DMP seems like too big a project to undertake, it is possible to use and integrate third-party data via an API. APIs have become standardized and widespread in recent years. They provide an interface though which applications can communicate.
This facilitates use and integration, which makes it possible to deploy a data exchange project based on more occasional or limited needs, such as optimising the time at which an email shot is sent, or enriching data for the personalization of content blocks.
Example of integration with Adobe Campaign
Adobe Campaign has two types of API:
- An API to access data by querying the Adobe Campaign data model;
- An API to interact with objects in the Adobe Campaign solution (distribution of emails, SMS, etc., workflows, subscriptions, etc.)