A data management platform (DMP) allows users to gather, organize, and manage customer data. Its primary use is for data-driven marketing. It serves as the backbone that lets marketers gain usable and unique insights into customers and their respective buying journeys.

Using a data management platform helps optimize most marketing and advertising campaigns. In general, it stores customer data, such as mobile identifiers, cookie identifiers, and campaign data. It allows marketers to categorize customer segments better based on demographic information, past browsing and buying behaviors, location, and device, among others.

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What Are the Benefits of Using a Data Management Platform?

Most digital marketing agencies use a data management platform to gain these advantages:

Unified Data

Consolidating all available data into a single platform helps marketers get a cohesive view of all customers. Making the information accessible to everyone in the organization breaks down silos that can hinder a project’s success.

New Customer Identification

Most data management platforms come with audience extension or lookalike modeling features that let businesses discover new customers. That way, they can quickly develop new strategies to target new audiences.

Long-Term Plan Enablement

Data management platforms provide one-time reports and continuous results that organizations can use to craft long-term strategies. They can see which campaigns work and which need improvement so they can adjust their future strategy.

What Are Examples of Data Management Platforms?

Here are some examples of data management platforms leading industries use today:


Lotame gives users information from multiple sources, such as emails, mobile apps, social networks, blogs, campaign data, and customer relationship management (CRM) tools, to name a few. Users can also take advantage of its fully automated suite of optimization tools. It can be used by publishers, marketers, and digital agencies that wish to unify data and increase customer engagement.

Salesforce DMP

Salesforce gained popularity for its CRM software. It has since expanded to the data management platform space today. Salesforce DMP targets marketers who want to collect and organize data across multiple touchpoints. It uses artificial intelligence (AI) and machine learning (ML) to gather customer data, enable multichannel engagement, and let users find new prospects.


Many advertisers also use OnAudience because it allows them to segment customers based on different attributes, such as age, gender, and online behavior. It is also an excellent tool for scouring the web for potential customers, as it provides users access to almost 12 billion profiles.


Snowflake is the right choice for organizations looking for a DMP-as-a-service that can run at high speed. Its patented architecture that uses a multi-cloud strategy is perfect for speeding up data analysis.

SAS Data Management

The SAS Data Management Suite comes with a high-level program that lets users keep data up-to-date, even while making changes to processes and coming up with analyses. The only downside is that it can be quite pricey for small and medium-sized businesses (SMBs).

They say the online customer journey is rapidly becoming more personal. And for organizations that want to maximize resources, connecting every possible customer touchpoint to a single platform is critical. That is where data management platforms can come in handy. They are ideal solutions for businesses that want to personalize customers’ buying journeys. The bottom line: Organizations can benefit from more engaged customers, increasing their bottom line.