Data management platforms (DMPs) add tremendous value to both anonymous digital data and existing customer data by providing a single, unified platform for data collection and processing. Applications of this technology span the whole digital marketing spectrum, from media buying to on-site personalization. Early adopters, who give remarkably positive accounts of their experience with DMPs to date, have shared with Forrester the key factors to achieve a successful deployment. Read this report to understand what to expect when launching a DMP initiative, the requirements for success, and the benefits and potential pitfalls to watch for.