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For Marketing Leadership Professionals

The DMP Is The Audience Intelligence Engine For Interactive Marketers

Latest Update: July 28, 2011

By Joanna O'Connell, Michael Greene with Emily Riley, Srividya Sridharan, Angie Polanco, James McDavid

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Why Read This Report

Segmentation has always served as a core underpinning of traditional marketing. The benefits are myriad and well understood by those in the offline world. The very recent advent of the data management platform (DMP) now offers interactive marketers a chance to much more effectively roll out segment- or audience-based marketing programs than ever before. Marketers struggling with data fragmentation, underused data assets, and a hunger for more audience insight should consider investing in a DMP like Aggregate Knowledge or Turn. But be prepared for a time- and labor-intensive process that requires the participation of the marketing, IT, legal, and customer relationship management (CRM) or analytics departments.
Tags: Customer Analytics, Customer Intelligence Strategy and Process, Database Marketing Service Providers, Interactive Marketing Strategy and Process, Market Research, Marketing & Strategy, Marketing Service Providers
US $ 499
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TABLE OF CONTENTS

  • Marketers Have Always Relied On Audience Segmentation
  • The DMP Allows For A Unified Approach To Segment-Based Marketing

  • RECOMMENDATIONS

    The DMP Is The Intelligence Engine Interactive Marketers Need

  • WHAT IT MEANS

    Customer Intelligence Forms The Core Of The Digital Go-To Market Approach
  • Related Research Documents

TOOLS & TEMPLATES

  • Models & Calculators:

    There Are Five Key Categories Of Players, Differentiated By Legacy Business Models

 
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