5 Best Data Management Platforms (DMPs) to consider in 2019
Businesses rely heavily on insights to make informed decisions based on facts, trends and statistical models. With so much data available and generated each day, businesses need to be capable capturing, enriching and processing the data that matters the most.
Data fuels insights on improving personalization, pricing, profitability and growth. Data Management Platforms (DMPs) sift through, analyze and manage massive amount of data, so that businesses can focus on adding value to customers.
What is a Data Management Platform (DMP)?
A Data Management Platform (DMP) is a technology platform that allows businesses to capture, unify and store first party, second party and third-party audience data from online and offline sources and devices. Marketers rely on this data to better understand their customers based on their demographics, interests, behavior, location etc. and target customers with highly personalized programmatic ads.
Here is a list of the Top Data Management Platforms (DMPs) to consider in 2019.
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Oracle BlueKai
Oracle BlueKai is an industry leader when it comes to cloud-based data management platforms. BlueKai allows businesses to organize a company’s customer and audience data to help deliver streamlined cross-channel marketing campaigns with the aim of driving better results at a much higher ROI. Businesses can then deliver personalized online, offline and mobile marketing campaigns that engage with customers at each moment-of-truth.
BlueKai is known for its best in class third-party integration making it the World’s second largest 3rd party marketplace with access to over 300 partner networks across various domains including analytics, email, media, search and more. Marketers can enjoy the pleasure of delivering data-driven campaigns across platforms, devices and domains with pinpoint accuracy.
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Adobe Audience Manager (AAM)
If your marketing technology stack has more of Adobe Platforms such as Adobe Experience Manager, Adobe Analytics, Adobe Target etc., then Adobe Audience Manager (AAM) would be the ideal choice for you because Adobe Audience Manager (AAM) integrates well into the Adobe marketing ecosystem.
At its core, Adobe Audience Manager allows you to combine data from various sources both online and offline without being tied to a data seller, exchange, or demand-side platform. Moreover, Adobe provides complete access to custom third-party data sets at no additional costs. With the introduction of Data Science Workspace, data scientists can now use their own custom algorithms or choose from multiple built-in models to dig deeper into insights. Audience Manager takes data privacy seriously by providing preference settings and opt-out controls to safely manage data enabling you adhere stringent GDPR compliance.
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Salesforce DMP (Krux)
Salesforce DMP (Krux) helps you build a relationship with your customers at a more granular level by collecting, storing and unifying data that extends beyond advertising. Having been a leader in Customer Relationship Management domain for several years, Salesforce DMP allows you to build a complete 360-degree view of your customer by connecting with them at a more personal level across multiple digital touchpoints.
Salesforce DMP further allows you to combine 1st, 2nd, and 3rd party data from multiple sources and build necessary target profiles using predefined set of rules. Salesforce DMP provides you with high quality crucial metrics about your customers for performance and campaign optimization.
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Lotame DMP
Lotame Data Management Platform allows users to capture, unify and activate data in the most comprehensible way possible in real-time. Data is collected from various touchpoints such as apps, websites, email, and CRM to prepare a holistic view of customers to improve their overall consumer experience. Customer engagement and loyalty is also improved by the ability to delivery personalized content and ads to the right audience at the right time. Marketers use this data to create audience segmentation based on demographics, buying behavior, location and interests.
Lotame integrates well with third party data exchange to uncover hidden insights about your audience segments and your customers helping you make precise data-driven decisions.
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SAS Data Management Platform
SAS Data Management Platform is an industry leading solution built on the robust SAS Platform that helps businesses capture, unify, and manage their data. Business users can collect data from legacy systems and Hadoop, granting them access to the most crucial data. SAS DMP allows for seamless collaboration by allowing business users to update data and modify results themselves. Data quality, transparency and accountability form the core of the SAS ecosystem ensuring your data is primed and prepped for analytics, visualization or operational use. SAS offers an intuitive GUI with a simple drag-and-drop functionality without the need for any technical expertise. SAS DMP offers real-time connection to data sources than most of its competitors making it a no brainer in the data management world. SAS being an expensive option, may not be suitable for small businesses with a small amount of data.
Regardless of your choice of DMP, do consult the industry practitioners who possess cross-domain, cross-platform expertise in order to get hands-on with the DMP at the earliest. Put your hidden data to work.
Read more from our Data Activation practice here.
