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For B2C Marketing Professionals

The DMP Is The Audience Intelligence Engine For Interactive Marketers

July 25, 2011 | Updated July 28, 2011

Authors

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

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.

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Tools And Templates

Models and Calculators

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

Also in Collection: Data Management Platforms (DMPs)

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
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