How to build an effective Data Management Platform (DMP)

This article provides a best practice guide to setting up and getting the best from a Data Management Platform (DMP), which allows businesses to collect, integrate, manage, segment and activate large volumes of customer data across marketing channels.

Jump to:Definition | Where to start | Essentials | Checklist | Case study | Further reading

The explosion of data seen across all industries means that organisations now have more data on their customers than ever before. This data comes from both traditional data sources (e.g. CRM, call centres, print, web) and new ones (e.g. mobile, connected devices, IPTV). The challenge organisations face is that their data resides in separate silos across the business, in systems that do not allow for marketers to access and take action against...

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