HomeResearch Articles Data Management Platforms: Definition and Use Cases

Data Management Platforms: Definition and Use Cases

  • In this brief, we define Data management platforms (DMPs) and its use cases for b-to-b marketing.
  • A data management platform (DMP) aggregates, anonymizes, normalizes and unifies data across various first-, second- and third-party data sets
  • DMPs allow organizations to segment, activate and derive insights on audiences by connecting with other delivery mechanisms
  • Before investing in a DMP, organizations must understand the use cases and ensure they have the right people and processes in place
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