Access and Feeds

Data Management Platform (DMP): Using Data as the Foundation of a Marketing Platform

By Dick Weisinger

While the term Data Management Platform (DMP) sounds like a broad descriptive term that could apply to any sort of database, repository or application that helps users manage data, it actually is very narrow and specific to the management of marketing data. Data Marketing Platform might be a better descriptive phrase for what a DMP system does.    A DMP is a kind of data warehouse that aggregates demographic and behavioral data about a target audience for marketing.  The goal of the DMP is to help a business better understand and maximize the value derived from a target audience.

Using a DMP, data for specific audiences can be organized to help the user better understand the audience and to be able to more effectively respond to the needs and requests of the audience.  QY Reports estimates that the global DMP market is growing at a compounded annual rate of about 14 percent through 2023.

DMP platforms are being used by marketers and publishers to do the following:

  • Create targeted advertising with videos, visuals and content
  • Create personalized web and mobile experiences
  • Identify data that can be monetized and sold
  • Grow the audience and pool of customers for the business
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