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For B2C Marketing Professionals

Data Management Platforms Fail To Meet Power-User Expectations

Savvy Marketer Skills Outpace DMP Capabilities

January 30, 2018


Why Read This Report

The Forrester Wave™: Data Management Platforms, Q2 2017 is the third examination of the technical capabilities of the participating data management platform (DMP) vendors. The rubber meets the road, however, with the day-to-day customer experience. B2C marketing professionals should read this report to understand how DMPs are working with their clients, where DMPs are meeting expectations, and where they must improve to continue to satisfy their customers.

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Table of Contents

  • Marketers Are Focused On Immediate Media-Buying Needs
  • The Data Streams Pushed Into The DMP Reveal Maturity Gaps
  • Marketers' Satisfaction With Their Current DMP Is Not Guaranteed
  • It Takes A Village To Select, Deploy, And Run A DMP
  • Recommendations

  • Life Beyond Media Buying Enhances DMP Value For Marketers
  • Supplemental Material
  • Related Research Documents