Trends Report

Customer Intelligence: Embrace DMPs To Enhance Your Digital Relevance

Why Customer Intelligence Pros Must Collaborate With Interactive Marketers

August 23rd, 2011
Srividya Sridharan, VP, Group Director
Srividya Sridharan VP, Group Director
With contributors:
Dave Frankland , Joanna O'Connell , Allison Smith , Michael Greene

Summary

The emergence of data management platforms (DMPs) as a technology that serves the audience segmentation and targeting needs of interactive marketers has wide implications for Customer Intelligence (CI) professionals. Interactive marketers are increasingly turning to DMPs to enhance insights from behavioral audience data and better target and plan digital campaigns. Digitally focused CI professionals can now help their interactive marketing counterparts use and apply CI principles to assess, manage, and implement a DMP.

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