More than 50% of enterprises currently use a data management platform (DMP), either directly or through an agency partner, according to Gartner’s Marketing Technology Survey. Of the marketers that function without a DMP, one in five feel they don’t need one. With data-driven marketing front and center on the CMO’s radar and DMP adoption mixed across marketing teams, it’s time to shine a light on whether DMPs are the right choice for marketers.
DMPs gather data, organize and configure data, and make that data available to various users and systems. Marketers use DMPs for everything from ad targeting to personalization, channel integration, audience extension and measurement. The DMP category is in flux, and customer data platforms recently entered the decision set, adding to the confusion. Most marketers are also confused by the boundaries of DMPs — how a DMP fits with other data solutions, such as data warehouses and CRM systems.
Regardless of current or planned adoption, DMPs provide important functions that are often underused, and every digital marketer should be familiar with the category to make an informed, strategic choice on whether and how to adopt DMPs. “Evaluate this important technology to determine whether it can help you meet your marketing data and analytics goals,” says Martin Kihn, Research Vice President, Gartner for Marketers.