What is Data Management Platform?
A Data Management Platform (DMP) is a technological solution enabling organisations to manage customer information efficiently and effectively, including purchase history, demographic information, preferences, support channel behaviours, agent interactions, activities through websites or IT solutions, social media activities and many more. Based on this, companies can analyse large amounts of data and generate insights to make well-informed business decisions regarding buyer support, marketing and advertising campaigns.
Data Management Platform enables:
- Data collection and different-source integration.
- Data storage and organisation, focusing on its compliance with the law regulation.
- Data analysis and segmentation.
Consequently, utilisation of the Data Management Platform empowers companies to understand their customers better, provide them with personalised experiences, improve targeting efforts, enhance overall effectiveness, and optimise processes related to Customer Experience, Trust & Safety, and marketing.