
Salesforce Marketing Cloud
Adobe Audience Management is a cloud-based data analysis platform. It provides actionable insights on audience data. It presents all fragmented data from different channels in one place and converts data into meaningful audiences....Read more
Oracle BlueKai is a cloud-based platform that assists small to large size enterprises with data management. Key features include consumer segmentation, campaign analysis and customer targeting. Marketers can use Oracle BlueKa...Read more
Cloudera Enterprise Data Hub is a cloud-based business intelligence solution designed to help streamline various data analysis operations using batch and stream data processing, data warehousing, and machine learning technology. T...Read more
SAS Data Management helps businesses create custom rules to manage access, editing, update and deletion of data across cloud platforms, legacy systems and applications. The platform includes a drag-and-drop interface, which allows...Read more
theTradeDesk is a data management platform that helps businesses streamline operations related to native advertisement management, audience mapping, campaign performance tracking and more on a centralized platform. The cross-devic...Read more
OnAudience DMP is a cloud-based data management platform, which helps businesses of all sizes collect and analyze data to segment audience groups for targeted ad campaigns. Features include behavioral analytics, data sharing, comp...Read more
Audience Studio is a data management platform (DMP) designed to help businesses deliver personalized marketing experiences by capturing and storing data signals from multiple sources. Advertisers can utilize machine learning techn...Read more
Nielson DMP is a data management platform designed to help businesses activate, analyze and customize data, deliver personalized advertising content and improve marketing performance. Professionals can gain visibility into clients...Read more
Admixer.DMP is a data management platform designed to help businesses collect data from multiple sources and analyze, segment and target audiences to improve digital marketing processes. Professionals can gain granular insights in...Read more
Data Graphs is a cloud-based data management platform (DMP) that helps businesses organize enterprise data and create structured knowledge graphs. Supervisors can organize concepts into multiple datasets, link them using semantica...Read more
Veeam Backup & Replication is a data loss prevention solution that helps educational institutes, healthcare organizations, and government bodies streamline processes related to data backup, storage, and recovery from within a cent...Read more
Mapp Cloud is an Insight-led Customer Engagement Platform. With Mapp Cloud, marketers can focus on what makes a difference for their business, instead of spending precious time and resources taming the technology behind it. They c...Read more
Cohelion is a cloud-based data integration, automation and transformation platform designed to connect with and consolidate on-site and cloud based corporate applications and datasources. The platform is designed for complete ma...Read more
IOTICS IS SOFTWARE FOR DATA INTERACTIONS. WE ARE CHANGING HOW THE WORLD USESAND SHARES DATA. In IOTICSpace digital twins virtualize data sources and consumers. In a decentralised data mesh digital twins use semantic web technolo...Read more
If you’re a marketer who has done any large-scale digital advertising (think programmatic ads or retargeting), chances are you’ve used a data management platform (DMP). These tools essentially take in data from multiple sources and help you analyze it, so you can better target adjacent customers or personalize messages in your marketing campaigns.
Data management platforms have grown over the last decade, and marketing demand for their capabilities is still strong. However, this type of software has traditionally depended on cookies, meaning increasing cookie regulations could affect data management platform functionality.
Many ad-buying platforms like Facebook and Amazon already have data management platform capabilities built in, so you’ll need to assess whether your company needs a standalone tool or if the available built-in targeting capabilities will suffice.
Here's what we'll cover:
DMP software analyzes customer data across multiple channels and enables users to enhance audience engagement with marketing campaigns. DMPs analyze targeted marketing strategies from online and offline sources and present the data in graphs, charts, and other data visualization methods. This helps advertising agencies, marketers, and online publishers better learn about their audiences.
Here’s how DMPs work:
Source: Gartner (full content available to clients)
While features vary from product to product, data management platforms typically offer some or all of the following functionality:
Audience segmentation |
Group people based on shared characteristics so you can better target and reach your customers. |
Campaign management |
Create a collection of marketing actions to complete specific goals so you can better track your progress. |
Data capture |
Import, collect, and capture data from multiple sources so you can keep everything organized in one place. |
Competitor analysis |
Evaluate strengths and weaknesses of companies with the same target audience so you can stay ahead of the competition. |
Behavioral analytics |
Track and analyze user behavior within a system or network so you can better optimize your campaigns. |
Customer journey mapping |
Visualize and analyze the customer experience across all touchpoints and channels. That way, you can better reach your customers at the right place and time, and improve your chances of closing a sale or them completing a desired action. |
Digital marketing leaders: Data management platforms are primarily used by marketers across many organization sizes and industries, especially those that use a large, diverse amount of customer data. These buyers are typically looking for ways to do the following:
Here are a few benefits of data management platforms:
Here are a few potential issues with data management platforms:
Data management platforms have been vital to digital advertising for the past 10 years, but there are still some key considerations to keep in mind
Because data management platforms may be going through some changes, these market trends are important to note: