As digital channels grew in importance for marketing, organizations have been collecting more user data than ever. As a result, marketers, publishers, and agencies need tools for managing information that are beyond their standard analytics toolkit.

A smart way to capture valuable audience data and transform it into actionable insights is using a data management platform.

What is a data management platform?

A data management platform (DMP) is at the core of any data-driven marketing strategy. It works as a unifying platform for collecting, organizing, and activating audience data coming from first, second, and third parties.

You can use a data management platform to pile together data coming from any source, including offline, online, mobile, and others. But it’s not enough to bring the information together. Marketers also need to sort this data and convert it into a usable form. And that’s where data management platforms help – by helping marketers understand data and gain from it.

What does a data management platform do exactly?

It primarily collects and organizes data from sources that are usually kept separate such as mobile apps, web analytics tools, desktop apps, CRM, social media, online videos, points of sale, offline formats, and even TV.

A quality data management platform collects data in detail, going in depth and way beyond simple information like keywords. Moreover, it makes all that information available to other platforms to be used in personalization strategies, content customization, targeted advertising, and many more. Data management platforms act as pipes in ad tech because they neutrally connect many different platforms, enabling marketers to use audience data for their purposes.

Why are data management platforms so important?

Once marketers collect data and organize it, they can manage branding strategies separately while maintaining a holistic view of at the top level. By organize data this way, professionals get a better understanding of their audiences – and that makes their marketing tactics more efficient.

A typical process starts with data organization, to follow with segmenting and audience building, generating insights and audience profile reports, to arrive at activation by putting all that data into work.

If you’d like to take advantage of that kind of tool, reach out to a data management platform company; it will help you make the most of your data as soon as you collect it.