Helm combines the functionality of both a DMP and a CDP in a single, integrated platform, enabling first and third-party audience targeting in display, video, email, and a website U/X. Unlike other DMPs and CDPs, Helm also processes audience attributes and behaviors using advanced machine learning methods to discover non-obvious factors signaling receptivity to media.
DMPs and CDPs allow brands to organize customer data and apply logical classifications to segment audiences, but the classifications are based on simple true/false logic, not more advanced data science methods that can group and target customers using predicted affinities.
The application that we have built on top of our DMP and CDP technology, Audience Composer, ranks audiences based on predicted receptivity to a campaign, allowing marketing managers to prioritize delivery to the segments that are most likely to respond without overexposing the entire customer file to marketing to the point of diminishing returns.
Helm Console DMP scores and ranks first party audiences and pushes them to video, mobile, and native campaigns.
Many companies have spent several years onboarding marketing technology platforms without realizing that, under-the-hood, there is a significant amount of overlap in the systems.
Because Helm is a fully-integrated marketing technology platform, the same systems are used to manage customer data and develop targeting logic across delivery channels. When one component in the system gets smarter, the intelligence is distributed to every other component—Including platform-agnostic targeting instructions that can be used in programmatic display, video, email, and website product recommendations.
