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Trending Questions

What is a data management platform (DMP)?

Technology makes it easier than ever to understand your customers on an intimate level. Analyzing both first- and third-party demographic, contextual, and behavioral data about customers and campaigns allows marketers to hone in on who their customers are, and be able to separate them into targeted audiences.

DMP—Tomorrow's analytics, today

Data is everything

As a marketer, data is your best resource. That’s why you need the right tool to manage your critical audience data assets. To gain a deeper knowledge of your customer, you need a robust data management platform (DMP) that can be used across programs.

Quality data ensures that marketers can deliver targeted, personalized messages to buyers that support and move them along the purchasing process in a natural way. However, collecting, analyzing, managing, and acting on this first- and third-party data is a complex challenge.

Defining what kind of data is most useful in terms of messaging, engagement—and ultimately ROI—is crucial. Nonessential data can compromise your marketing automation system and get in the way of building a single view of your customer. A sophisticated DMP will allow you to safely analyze and refine your datasets, so that only the most accurate data feeds your marketing efforts.

Defining data sources

First-Party Data This is your data. Collected from website visits, CRM systems, social media, subscriptions, mobile, and apps.
Second-Party Data This is someone else’s first-party data. Derived from a mutually beneficial relationship with another company with whom you share data.
Third-Party Data This data comes from websites and social media platforms other than your own. It can be used to reach a wider audience.

Why being data-driven isn't enough

Data quality for improved results

Garbage data begets garbage results. The rise of digital marketing enables us to run metrics on just about every aspect of customer experience. But just because we can doesn’t we mean we should. Marketing automation systems rely on clean, high-quality data to function at a high level.

Given the recent growth of predictive intelligence and machine learning, feeding our solutions the best data will be the key to future success. Implementing an insights-driven model that applies data at every opportunity will facilitate the tactical optimization of the entire customer experience.

DMP—A new breed of analytics

Put data in motion

Your data management platform is your best friend when it comes to breaking down data silos. Because a data management platform will sort, mobilize, and activate data on one platform in real time. Not only does this save time and eliminate disparities; it enables real-time campaign management to deliver an intelligent and personalized customer experience.

These solutions will be split into two groups: Known and anonymous.

Take your DMP mobile

In the race to capture already-limited consumer attention, Companies that don’t leverage the most sophisticated mobile advertising solutions risk falling behind their competitors. Integrated mobile marketing platforms promise constant and targeted access to consumers across any mobile device.

But why do you need a mobile DMP? A mobile data management platform is a centralized marketing solution that integrates, organizes, and parses out first- and third-party consumer data in a singular platform for successful audience creation, analytics, and execution. In general, a mobile DMP should enable you to do the following:

First-Data ingestion Data Easily import mobile audience data into a centralized DMP solution to complement an existing data management platform, or use as a standalone mobile marketing solution.
Data classification Once mobile data is centralized, a mobile DMP should allow data to be organized in hierarchical and intuitive taxonomies.
Mobile-specific audience data marketplace To extend audience reach and prospecting, it is critical that your mobile DMP provide integrated access to third-party consumer data that is specific to mobile.
Data export and partner integrations In addition to data ingest capabilities, a mobile DMP can transfer data out of the central mobile DMP platform to a mobile partner ecosystem.
Cross-device targeting For an integrated and united marketing strategy, cross-device targeting is a critical feature that every mobile DMP should provide. Cross-device targeting allows brands to unify campaigns across different types of mobile devices, as well as tie mobile and web campaigns together for cross-channel measurement and optimization.

9 reasons why Marketers need a data management platform

A data management platform provides companies with a platform for centralized control of all campaign and audience data. Having a centralized data solution helps individual marketers manage and analyze customer data to design, target, and optimize out-bound campaigns that target the right prospects at the right time for increased ROI.

Here's nine reasons why every marketer needs a industry-leading DMP solution:

  1. Manage multiple online campaigns across different devices.
  2. Connect all of customer and campaign data—from known to anonymous, online or offline, deterministic or probabilistic.
  3. Maximize data assets.
  4. Maximize segmentation and scale marketing campaigns.
  5. Prevent data leakage with established partners.
  6. Prepare for a programmatic future.
  7. Optimize marketing campaigns to improve reach, response rates, and conversion.
  8. Control advertising costs and improve overall marketing return on investment.
  9. Drive accountability within marketing and advertising.