Overview
The Destinations in Zeotap’s CDP refers to functionality that allows you to securely and efficiently send enriched and unified customer data to various external marketing and advertising platforms. These platforms could include demand-side platforms (DSPs), data management platforms (DMPs), social media advertising platforms, email marketing services and more.Concepts in Destinations
Ensure that you are aware of the following concepts while working with Destinations:- Platforms – Platforms are advertising channels like Facebook, Adform, Twitter and others that offer a variety of advertising features and targeting options to effectively reach a specific cohort of customers.
- Destinations – Destinations are specific ad accounts within advertising platforms where businesses can focus on their marketing efforts to target a particular cohort of customers. The process of integrating a Destination with Zeotap varies depending on the specific requirements of each destination.
- Actions – Actions are Destination operations that enable you to perform various activities ranging from sending identifiers to the Audience that you intend to activate, to managing contacts in a CRM and sending custom behavioural events.
- Mappings – To configure each Action, it is crucial to specify the corresponding mapping details. Using Mappings, you can control the data that you wish to send to a Destination. Note that you can create multiple mappings for an Action that you want to perform. For example, In the above image, the Action involves sending identifiers to the Adform Destination. Upon selecting the Action, by default, the Output Identifiers that are accepted by the platform such as MAIDs, Cookies, email IDs and more are displayed. However, you can edit or remove any identifier from the list by following these steps:
- Edit an Identifier Field – Click the field you want to edit, and use the checkbox next to the field name to select or deselect as needed.
- Add an Identifier Field – Add multiple values in the Catalogue field by placing the cursor in the field box and entering the field name. Use the checkbox to make selections accordingly.
- Remove an Identifier field – Click the cross mark against the field that you wish to remove from the mapping.
Understand Destinations with a Use Case
For example, a FinTech company can utilise Zeotap’s Destinations module to seamlessly share enriched customer data with external platforms. They could securely transmit unified customer profiles and financial behaviour segments to a demand-side platform (DSP) for targeted ad campaigns. By configuring Destinations, the company ensures consistent and efficient data sharing across channels while adhering to the intricacies of different platforms’ requirements. This allows the FinTech company to enhance personalised financial offers, optimise marketing strategies and ultimately improve customer engagement and conversions.Key Features and Benefits of Destination
- Data Activation: Destination enables you to put customer data into action by pushing it to multiple marketing channels for targeting, personalisation and ad campaign execution.
- Customised Integrations: Zeotap’s CDP supports a range of pre-built integrations with popular marketing platforms, making it easier to connect and activate data across various channels.
- Centralised Control: You can manage all your data destination configurations from within the Zeotap platform, streamlining the data activation process and ensuring consistency across campaigns.
- Data Privacy and Compliance: Destination includes measures to ensure that data is transferred and used in accordance with relevant regulations and user permissions.
- Real-time Data Syncing: Real-time syncing of customer data is supported by the Destination module, allowing for more timely and relevant marketing campaigns.
- Reporting and Insights: To help you understand the impact of your marketing efforts across different platforms, reporting and analytics on data activation performance is provided.
Get Started With Destinations
Upon successfully creating a source and ingesting your data into the Zeotap system, the next step involves unifying this data by mapping it to the corresponding fields on the Catalogue. Subsequently, you can proceed to create a cohort of customers, commonly referred to as Audience as per your use case. This Audience can be further refined by applying specific criteria. Once your Audience is well-defined, you can then activate it on a designated Destination as outlined below.- After defining the audience, you can activate it on a Destination either immediately or you can choose to activate it later.
- If you wish to activate the Audience immediately, click Activate Now. This takes you to the below screen where you can find all the destinations that are available for your organisation. You can drag and drop the Destination to which you wish to push your Audience. If the desired Destination is not available, then create a new one by using + Create Destination. To learn more about how to create a new Destination, refer here.
Note:In addition to creating a Destination within the Audience module, you have the option to create one directly from the Destinations module itself. For more information about how to create a Destination from the Destinations module, refer here.
Related Topics
- For information about all the Sources and Destinations supported by Zeotap CDP, refer here.