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 it in a timely way.
A Data Management Platform (DMP) allows a business to create a unified view of its customers across all channels and touch points, by bringing together not only all of its own data, but also the ability to add third party data and partner data that can extend and enrich the view of its customers. A DMP also ensures that the segments created from this data can be activated across any and all channels. This leads to significant benefits for both advertisers and publishers.