A Data Management Platform or DMP is a unified data management platform. It enables data from multiple sources to be collected, organized and analyzed. This allows raw data to be organized and converted into a ready-to-analyze form.
The most minimalist platforms offer users a NoSQL database management system that allows data to be imported from multiple sources. The most advanced DMPs combine different data management and analysis technologies into a single software suite and offer an intuitive dashboard.
Information may be collected from internal or third party sources. A DMP collects data from any source: PC, web or mobile applications, CRM software, physical point of sales, social networks, online videos or even from television. Once collected, the data is organized into segments. They can then be analyzed.
Today, DMPs play a central role in data-driven marketing, enabling companies to better understand their customers through audience data. It is then possible to develop targeted and personalized advertising campaigns.
It is possible to collect audience data directly from consumers, for example by monitoring their clicks, downloads or interests. It can also be demographic or socio-economic data.
The data may also come from partners or associates, or even third party sources open to the public. All of this data is used to build a profile of the typical customer and to send targeted advertisements to them@ .
The most advanced algorithms can also use the data to identify potential customers whose profile matches the company's customers. The platform will then be used to verify the effectiveness and performance of personalized marketing campaigns.
This is why DMPs are considered essential in the "ad-tech" field. Most often, these platforms are used for product development projects by marketers, publishers and advertising agencies.
Over time, new emerging technologies are changing the Data Management Platforms market. These platforms must adapt to the massive influx of data produced by the Internet of Things.
In addition, Machine Learning technology is now integrated into DMPs to move data faster than ever before. In the future, "fast data" architectures will enable large volumes of data to be processed very quickly and analyzed almost instantaneously.
Data is becoming increasingly diverse and unstructured, and recent streaming data platforms make it possible to analyze it as soon as it is generated. For now, such systems are still too expensive for most companies, but they are the future of data management platforms.