How DMP can win you more clients for your relocation & moving services

Moving companies and business relocation services in India can benefit from using DMP software such as Lomate and Bluekai as a tool to identify and segment potential customers more effectively. Find out how DMP can help you in increasing your ROIs.

When you make it your business to help others relocate, you are probably always on your toes trying to find more companies and families to send packing (sorry, could not resist the pun).

Finding a steady stream of leads can seem like an uphill task for relocation companies in India. But the fact is there are plenty of domestic and global companies looking for services such as yours. In KPMG's Global Assignment Policies and Practices survey for 2015, outsourced relocation services were found to be very popular. Tax services and immigration processes are some of the services that businesses want to outsource the most.

You have the resources and the knowledge that businesses moving premises and employees want to mine. Your partners have the knowledge of the best local real estate, schools and facilities that your clients' employees will be interested in. But are you really able to reach out to the right target audience with your marketing campaigns? Whether or not you think you are, you need a DMP. Here's why.

DMP gives you beautiful data segmentation

A DMP is short for data management platform. To put it simply, it is a software that acts as a warehouse for your audience and campaign data, and lets you manage it. Software like Oracle DMP, Adobe Audience Manager, Lotame and Bluekai are some DMPs that are popular in India and around the world.

A DMP is more powerful than you may realize. It can identify the behavior and persona of your website visitors, depending on what they do on the Internet, their commercial interests etc. It can use a combination of third party data (data from external sources) and "first party" data directly from your website in the form of registration data, content, Clickstream etc. It can identify cross platform and cross-device users to create yet another segment.

The software pores through all this data to remove redundancies and segment it. What you are left with is a valuable mine of information you can use to offer uniform experiences to your audiences across various channels. When you understand the demands of your audience through the DMP's profiling, you can send more targeted data to potential customers.

This means, your marketing campaigns for email subscribers, Twitter followers, Facebook audience, LinkedIn connections, direct mail recipients and others will be more effective because you can segment your audiences more easily with the DMP data.

How not to use DMP in your company

A DMP is not a strategy. It is a tool that you should use only after you have a strategy. Do not also expect it to throw up beautiful data visualizations that point out the direction in which your campaign should go!

You need to consult with every group in your company that is going to access this data. You need to come up with a strategy on how the data is going to be used. Of course you also need to decide which data sets to use. If you relocate employees, you may need to feed in data such as income, demographics, location etc. to decide how to match people with the right real estate, schools, etc.

After you have got a strategy in place, you can use the DMP to combine all the data and send a unified message across the different marketing channels that you use. So you see how handy this tool can be. Really, the most challenging part of using a DMP is to figure out which data sets you need to use.

Article by Juana
Juana is a freelance writer, with years of experience, creating content for varied online portals. She holds a degree in English Literature and has worked as a teacher and as a soft skill trainer. An avid reader, she writes on a variety of topics ranging from health, travel, education and personality development.

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