01
Audience data management
First-party audiences from your own sites, apps and customer files, alongside any partner data you are entitled to use, held under one set of rules about consent and retention.
01Customers & revenue · DMP
Data management platform development.
A data management platform organises audience data for advertising: who saw what, which groups they fall into, and where those groups can be reached.
We build it to order, around the way you work, or extend and connect the one you already have.
01What it is
In plain words.
A data management platform organises audience data for advertising: who saw what, which groups they fall into, and where those groups can be reached.
Advertising spend is only as good as the audience it is aimed at. Companies that advertise at scale end up with audience data scattered across ad platforms, each of which reports its own success in its own way and none of which shows the whole picture.
A DMP holds that data in one place the advertiser controls. It differs from a CDP in what it stores: a CDP holds known customers by name; a DMP mostly holds audiences, often without names, for targeting and measurement. Many companies now need the two to work together as third-party tracking fades.
02What it includes
Every part, explained.
5 parts. Each can be built by itself; together they are one system.
02
Advertising data
Impressions, clicks, costs and conversions collected from each ad platform into one consistent record, so channels can be compared on the same terms.
03
Audience segmentation
Groups built from behaviour and attributes, with look-alike expansion where it is allowed, sized before a campaign is planned.
04
Campaign data
What was run, where, to whom and at what cost, tied to what happened afterwards. The basis for deciding what to run next.
05
Data activation
Sending a segment to the ad platforms, the email tool or the website so it can be acted on, and withdrawing it when consent or membership changes.
Buy, extend or build?
Most small advertisers do not need a DMP; the ad platforms' own tools are enough. It is worth building when advertising is a large cost, when you sell advertising yourself as a publisher or retailer, or when privacy rules make owning first-party audience data a necessity.
Where intelligence fits
The modelling work in a DMP is estimating which unknown people resemble your best customers, and how much each channel really contributed. Both are useful and both are uncertain, and we report them with that uncertainty.
03What it works with
Never on an island.
A system is worth most when it shares its records with the ones beside it.
- Customer data platformA customer data platform gathers what every system knows about a customer into one profile, and makes that profile available to all of them.
- Marketing automationMarketing automation sends the right message to the right person at the right moment, without someone pressing send each time.
- Business intelligenceBusiness intelligence turns what a company's systems record into charts and figures its people can read and act on.
- Enterprise data platformsA data platform is the place where data from every system in a company is collected, cleaned and kept ready for reporting, analysis and AI.
Part of a family
Customers and revenue: One record of every customer, from first click to repeat order.
04How we build it
Five steps, in the open.
- 01
Listen
You describe the work and where it hurts. We look at the systems and the data you have now.
- 02
Specify
A written specification: what the system does, what it does not, what it connects to and how we will know it works. A clear quote before any work starts.
- 03
Build in stages
A working piece at each stage, on real data, so you steer early. The part that matters most comes first.
- 04
Move the data
Existing records mapped, cleaned of duplicates and reconciled against the old system before anything is switched off.
- 05
Hand over
Training, documentation and the keys. Your team can run it, and we keep it working for as long as you want us to.
One set of records underneath
Customers, products, suppliers, people and stock are each defined once. A second system joins the first; it does not start a competing copy.
Runs where you decide
Your own servers, a private cloud or a cloud account that belongs to you. Customer, employee and financial data stays on infrastructure you control.
Yours to keep
You own the code, the data, the configuration and the documentation. There is no licence fee to us and nothing stopping another team from taking it on.
05Questions
Before you ask.
Questions about DMP
What is the difference between a DMP and a CDP?
A CDP builds lasting profiles of known customers for use across the business. A DMP organises audience and campaign data, largely anonymous, for advertising. They overlap, and a company that advertises heavily often connects the two.
Is a DMP still useful without third-party cookies?
Yes, in a changed form. The value moves to first-party data: audiences you have collected yourself, with consent, and can match to platforms in privacy-safe ways.
Does it handle consent and privacy law?
It has to. Consent, purpose and retention are recorded with the data, and enforced when an audience is built or sent anywhere.
Guides
Plain-language guides on the problems this work solves.
- CRM, ERP, HRMS, CDP, PIM, WMS and the rest: thirty business systems explained in plain wordsBusiness systems · 8 min
- Custom software or off-the-shelf: how to decide whether to build, buy or extendBuild or buy · 3 min
- Custom CRM or off-the-shelf CRM: which does your sales team need?CRM · 3 min
- When does a company need a custom ERP?ERP · 3 min
- All 16 guides on this →
Rather talk it through? Tell us the problem in a few lines and a person will answer it.
Ask us →Tell us how the work runs today.
How the work runs today, what the system must do and what it has to connect to. A person reads it and replies honestly about whether to buy, extend or build.
Contact
Hire the
swarm.
Tell us what you want the swarm to do. We'll tell you honestly whether it can — and what it would take.
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