Data Management Platforms: Definition and Use Cases

January 1st, 2018

Summary

In this report, we define Data management platforms (DMPs) and its use cases for B2B marketing. Data management platforms (DMPs). A data management platform (DMP) aggregates, anonymizes, normalizes and unifies data across various first-, second- and third-party data sets. DMPs allow organizations to segment, activate and derive insights on audiences by connecting with other delivery mechanisms. Before investing in a DMP, organizations must understand the use cases and ensure they have the right people and processes in place.

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