Forrester defines a DMP as: “A unified technology platform that intakes disparate first-, second-, and third-party data sets, provides normalization and segmentation on that data, and allows a user to push the resulting segmentation into live interactive channel environments.”
It’s interesting how the channel-specific “solutions” of the past are actually contributing to real problems for marketers moving forward. Why? Because the more channels-specific systems or platforms in use, the more fragmented your data. The level of sophistication needed for advanced segmentation, analytics, cadence strategies, etc. requires a rich data environment where actionable data is stored within individual profiles. This data environment becomes more important and valuable as digital marketing evolves.
With a DMP solution in place, data from multiple sources comes together to enrich universal profiles within a single unified platform.
For a deeper look into how all that data can come together to enrich universal profiles and the customer experience, stop back on Friday.