{"id":70219,"date":"2025-02-05T20:40:19","date_gmt":"2025-02-05T20:40:19","guid":{"rendered":"https:\/\/peraltafinancing.com\/analytics\/dmp-blues-nudge-marketing-data-viz-and-dracula\/"},"modified":"2025-02-05T20:40:19","modified_gmt":"2025-02-05T20:40:19","slug":"dmp-blues-nudge-marketing-data-viz-and-dracula","status":"publish","type":"post","link":"https:\/\/fivemor.com\/?p=70219","title":{"rendered":"DMP Blues, Nudge Marketing, data viz and Dracula"},"content":{"rendered":"<p> <br \/>\n<\/p>\n<div id=\"wtr-content\" data-bg=\"#0cacf8\" data-fg=\"#0cacf8\" data-width=\"5\" data-mute=\"\" data-fgopacity=\"1.00\" data-mutedopacity=\"1.00\" data-placement=\"top\" data-placement-offset=\"48\" data-content-offset=\"0\" data-placement-touch=\"top\" data-placement-offset-touch=\"0\" data-transparent=\"1\" data-shadow=\"1\" data-touch=\"\" data-non-touch=\"1\" data-comments=\"0\" data-commentsbg=\"#0cacf8\" data-location=\"page\" data-mutedfg=\"#0cacf8\" data-endfg=\"#f44813\" data-rtl=\"\">\n<p>The catch<br \/>\nup has landed!<\/p>\n<h2><strong>DMP blues<\/strong><\/h2>\n<p>DMPs (Data Management Platforms) are no longer popular with marketers. After the <em>Wow<\/em> effect sales pitches from various solution providers, reality has kicked in again. DMP\u2019s have even been called a failure \u2013 due to insufficient ROI, nasty surprises during technical integrations and too large a gap with data protection\/confidentiality issues, that have finally convinced marketing managers to abandon using them. Indeed <a href=\"https:\/\/adexchanger.com\/platforms\/oversold-and-overpromised-marketers-move-away-from-dmps\/\" target=\"_blank\" rel=\"noreferrer noopener nofollow\" label=\" (opens in a new tab)\">they\u2019re pulling the plug on their contracts en masse<\/a>! Some of the major issues include: <\/p>\n<ul>\n<li>Insufficient data to feed the platform: some advertisers have had to use<br \/>\nthird party data providers which skyrockets the bill.<\/li>\n<li>Connections and integrations (particularly to advertising purchasing<br \/>\nsystems) voluntarily restricted by publishers. <\/li>\n<li>DMP use cases that are totally incompatible with the current legal<br \/>\nrequirements (GDPR and CCPA), in particular on the management of cookies. <\/li>\n<li>Limited in-house human expertise to operate the tool.<\/li>\n<li>A lack of responsive and qualified support from publishers.<\/li>\n<\/ul>\n<p>The DMP market<br \/>\nhas not been able to adapt, and the even the best sales pitches will find it<br \/>\ndifficult to make up for the shortcomings and drawbacks of this technology.<\/p>\n<h2><strong>First consultation<\/strong><\/h2>\n<p>The French privacy police announced new guidelines last July. The draft <a rel=\"noreferrer noopener nofollow\" label=\" (opens in a new tab)\" href=\"https:\/\/www.lesechos.fr\/tech-medias\/hightech\/la-cnil-publie-ses-recommandations-tres-attendues-sur-le-ciblage-publicitaire-1162582\" target=\"_blank\">recommendation on<\/a> \u201ccookies and other trackers\u201d was published in early January, and a <a href=\"https:\/\/www.cnil.fr\/fr\/la-cnil-lance-une-consultation-publique-sur-son-projet-de-recommandation-cookies-et-autres-traceurs\" target=\"_blank\" rel=\"noreferrer noopener\" aria-label=\" (opens in a new tab)\">public consultation<\/a> with professionals and civil society was launched. It aims to set out the practical arrangements for obtaining consent in France. In its recommendations, the CNIL also recalls the cases where consent is not necessarily required, in particular when the deposit of trackers is necessary for the provision of an online communication service such as audience measurement (under certain conditions, such as retention time). <\/p>\n<h2><strong>Chemistry of Emotions<\/strong><\/h2>\n<p>The abuse of emotion is not recommended in marketing. However, emotion is a powerful trigger for actions (and purchases!), which responds to the primitive need to ensure one\u2019s survival. <a rel=\"noreferrer noopener\" aria-label=\" (opens in a new tab)\" href=\"https:\/\/www.e-marketing.fr\/Thematique\/cross-canal-1094\/Breves\/Homo-scepticus-limites-emotion-nudge-marketing-344959.htm\" target=\"_blank\">Overexploited by marketers<\/a>, certain cognitive biases have proven their effectiveness in influencing behaviour. The techniques consist of highlighting a single characteristic of a product (marketing bias), facilitating physical access to it, and playing on the identification (authority bias), attachment or mood factors of individuals. However, these <em>nudge marketing<\/em> mechanisms are so well known that consumers have developed the ability to control their impulses. And this applies to the smallest of everyday purchases. The result? The chemistry of emotions does not work systematically. Studies show that in 2019 happiness is associated with better consumption. Albert Moukheiber, PhD in cognitive neuroscience, advocates ethical design at the service of real needs, even if it means losing engagement and thus reducing profit margins. It also defines a brand\u2019s commitment to these ethical issues by the level of risk it takes: <em>If the brand doesn\u2019t take a risk in making a commitment, it\u2019s greenwashing<\/em>. These ethical design approaches will be discussed at the <a href=\"https:\/\/www.ux-republic.com\/\" target=\"_blank\" rel=\"noreferrer noopener\" aria-label=\" (opens in a new tab)\">UX Conf<\/a> in March. We\u2019ll be there!\u00a0\u00a0 <\/p>\n<h2><strong>Journalistic Metrics<\/strong><\/h2>\n<p>The complex relationship between journalism and the use of data (article <a rel=\"noreferrer noopener\" aria-label=\" (opens in a new tab)\" href=\"https:\/\/www.meta-media.fr\/2019\/12\/23\/journalisme-et-metriques-les-questions-a-se-poser.html\" target=\"_blank\">here<\/a> in French) looks back at the history of metrics, the dependence of certain editors on their algorithms, the power of numbers and the responsibility of the person who delivers them. Measures can be a source of constraints (even pressures) but can also be effective when understood and used as part of an appropriate strategy, as the <a rel=\"noreferrer noopener\" aria-label=\" (opens in a new tab)\" href=\"https:\/\/medium.com\/we-are-the-european-journalism-centre\/why-journalists-shouldnt-be-afraid-of-metrics-1402a24e780b\" target=\"_blank\">Guardian<\/a> editorial team has done. The question that remains unanswered is the role of metrics in journalism\u2019s relationship with its audience: will they be able to restore trust in the media? The latest edition of <a href=\"https:\/\/www.meta-media.fr\/files\/2019\/12\/METAMEDIA-18hyperliens.pdf\" target=\"_blank\" rel=\"noreferrer noopener nofollow\" label=\" (opens in a new tab)\">France T\u00e9l\u00e9vision\u2019s innovation Lab<\/a> offers further insights into understanding the media and analysing trends.<\/p>\n<h2><strong>Science and viz<\/strong><\/h2>\n<p>Science suffers from bad data viz that confuses readers and can even mislead scientists. Incorrect data visualisations can affect or even undermine science research. With more and more scientific images circulating on social media (climate change, epidemics, etc.) the risk of misunderstanding phenomena explained by science to the general public is real. The <a href=\"https:\/\/www.knowablemagazine.org\/article\/mind\/2019\/science-data-visualization\" target=\"_blank\" rel=\"noreferrer noopener\" aria-label=\" (opens in a new tab)\">Knowable Magazine<\/a> has reviewed the quality (not great) of data visualisation in science and suggests some areas for improvement: choice of graphs, colours, etc. A complete overview of the main points of interest in data viz.<\/p>\n<h2><strong>Good deed<\/strong><\/h2>\n<p>This month, there\u2019s a special mention for the <a href=\"https:\/\/www.geev.com\/\" target=\"_blank\" rel=\"noreferrer noopener\" aria-label=\" (opens in a new tab)\">Bordeaux-based app GEEV<\/a> which allows individuals to donate and exchange objects and food products. It\u2019s a welcome initiative to give a second life to material objects and also to avoid food waste. The principle of this eco, social and responsible app is to add the objects you want to get rid of, with description, photos and location. GEEV users can then consult your object file and contact you if they are interested. To be downloaded ASAP!<\/p>\n<h2><strong>Haemoglobin<\/strong><\/h2>\n<p>To promote its new series, the <a href=\"https:\/\/www.bbc.co.uk\/programmes\/p07rxf89\" target=\"_blank\" rel=\"noreferrer noopener\" aria-label=\" (opens in a new tab)\">BBC<\/a> has launched an <a rel=\"noreferrer noopener\" aria-label=\" (opens in a new tab)\" href=\"https:\/\/www.youtube.com\/watch?v=ohSW1-UtF5s&amp;feature=emb_title\" target=\"_blank\">original advertising campaign<\/a> with shadows of bloody stakes planted on billboards. In broad daylight the illusion is complete, but as soon as night falls the panel lights up and the shadows cast by the stakes form the profile of Count Dracula. Check it out if you happen to be wandering the streets of London or Birmingham at night.<\/p>\n<figure class=\"wp-block-image\"><img decoding=\"async\" loading=\"lazy\" width=\"945\" height=\"398\" src=\"https:\/\/blog.atinternet.com\/wp-content\/uploads\/2020\/02\/BBC-Dracula-ad-Copie.png\" alt=\"\" class=\"wp-image-16533\" srcset=\"https:\/\/blog.atinternet.com\/wp-content\/uploads\/2020\/02\/BBC-Dracula-ad-Copie.png 945w, https:\/\/blog.atinternet.com\/wp-content\/uploads\/2020\/02\/BBC-Dracula-ad-Copie-300x126.png 300w, https:\/\/blog.atinternet.com\/wp-content\/uploads\/2020\/02\/BBC-Dracula-ad-Copie-768x323.png 768w\" sizes=\"auto, (max-width: 945px) 100vw, 945px\"\/><\/figure>\n<p>See you soon on the Internets!<\/p>\n<p>Credits: <\/p>\n<p><a href=\"https:\/\/unsplash.com\/@igamogam?utm_source=unsplash&amp;utm_medium=referral&amp;utm_content=creditCopyText\">Igam Ogam<\/a> on <a href=\"https:\/\/unsplash.com\/s\/photos\/dracula?utm_source=unsplash&amp;utm_medium=referral&amp;utm_content=creditCopyText\" target=\"_blank\" rel=\"noreferrer noopener\" aria-label=\" (opens in a new tab)\">Unsplash<\/a><\/p>\n<p>BBC<\/p>\n<\/div>\n\n","protected":false},"excerpt":{"rendered":"<p>The catch up has landed! DMP blues DMPs (Data Management Platforms) are no longer popular with marketers. After the Wow effect sales pitches from various solution providers, reality has kicked in again. DMP\u2019s have even been called a failure \u2013 due to insufficient ROI, nasty surprises during technical integrations and too large a gap with [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":70220,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[12033],"tags":[6651,11603,36968,35046,8402,29287],"dealstore":[],"offerexpiration":[],"class_list":["post-70219","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-analytics","tag-blues","tag-data","tag-dmp","tag-dracula","tag-marketing","tag-nudge"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v26.4 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>DMP Blues, Nudge Marketing, data viz and Dracula - Som2ny Network<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/fivemor.com\/?p=70219\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"DMP Blues, Nudge Marketing, data viz and Dracula - Som2ny Network\" \/>\n<meta property=\"og:description\" content=\"The catch up has landed! DMP blues DMPs (Data Management Platforms) are no longer popular with marketers. After the Wow effect sales pitches from various solution providers, reality has kicked in again. 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