Most consumers have visited a website to look at a product, and then noticed ads for that product on every digital channel they used over the next few days. These ads keep brands top of mind and hopefully drive people back to make a purchase.
One technology brands use to drive those follow-up ads and ensure they appeal to a customer is a marketing data management platform (DMP). DMPs pull data from in-house systems and third parties, and use that data to build detailed customer profiles that drive targeted advertising and personalization initiatives.
Yet DMPs don’t independently manage customer data and execute ad campaigns. They are “nexus” technologies that live between data sources and content delivery and interact with both. This location “in the middle” causes confusion for marketers.
“Marketers turn to DMPs mainly to get a multidimensional view of their customers and prospects,” says Eric Schmitt, Senior Director Analyst, Gartner. “They also set up rules to trigger ads and messages and make measurement more accurate.”
Given that four out of five marketing organizations have a DMP or are implementing one, according to Gartner’s 2018 Marketing Technology Survey, it’s important to understand what they do, how they help and what they don’t do.