Why Read This
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.