Data Management Platform
Client: Audience targeting data company
Job: Ideas for a DMP (data management platform) reporting
Buyers and sellers of the DMP needed a reporting to inspect and understand the audience data quality.
There is a huge catalog of segments, such as gender, age or interests. Each user receives a plurality of segments, causing segment overlaps. Those overlaps might be like: “45% of the users that are interested in smartphones, are also interested in tablets.”
The distance between two segments shows the amount of user overlap between them. As a result, segments that share many user profiles form clusters.