Gartner Research

Deconstructing the Marketing Data Management Platform

Published: 29 March 2017

ID: G00321659

Analyst(s): Martin Kihn


Data management platforms sit at the heart of the marketing hub, powering multichannel personalization and digital advertising. Marketing leaders can use this research to evaluate this important technology and whether it can help them meet their marketing data and analytics goals.

Table Of Contents


  • What Do DMPs Do?
  • Four Types of DMPs
  • How Marketers Use DMPs
    • DMP Core Capabilities
  • DMP or Customer Data Platform?
  • Do You Need a DMP?
  • What to Do Next

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