More than ever, enterprise businesses across a range of sectors need a 360-degree view of their customers. And a reliable way of keeping track of their ever-expanding digital footprint.
The Data Management Platform (DMP) has evolved significantly from a tactical tool used exclusively in the display advertising arena to a more strategic technology at the heart of customer intelligence.
The DMP pulls together data from an array of touchpoints to create a unified view of each profile the business holds data on, sending relevant aspects of that profile to other systems as insights that can be actioned. Beyond its original remit of more targeted advertising, the modern DMP is able to ingest first-party data, in addition to second- and third-party data, and to translate data into the right actions and engagements in real time through its integrations with AdTech and MarTech systems.
The evolution of the DMP reflects the growing importance of customer-centric marketing and the increased expectations of consumers who expect a relevant and personalised experience irrespective of channel and device. While there is much hype about customer data platforms (CDPs), they should be regarded as complementary to DMPs, rather than as a replacement.
As well as enabling companies to segment their audience in both simple and sophisticated ways. Best-of-breed DMPs can stitch together different types of data (including data from CRM systems and CDPs) and bridge the gap between anonymous and authenticated customer information.
This guide explores in more detail how the DMP’s real-time activation capabilities mean that it is increasingly being seen as a linchpin of the customer experience while clearing some basic Jargons.
Additionally, this guide also looks at questions that businesses need to ask themselves, to harness DMPs full power. Also, surveys the questions they should be asking their vendors to ensure that they deliver against their requirements.
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