What is a Data Management platform and why you need it

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shukla7789
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What is a Data Management platform and why you need it

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Discover the main myths about a Data Management platform and the most important uses and benefits for your business.
There is no longer any doubt about the importance of data for business success, nor about the need to store and manage it effectively. In this sense, a Data Management Platform (DMP) collects, stores and classifies digital information, providing fragments of data and information that different sectors of the company can use to make intelligent decisions based on data.


To put it simply, a data management platform is a data warehouse, but the truth is that the answer is not that simple. It is not just a place to store all kinds of information and analyze it, but rather a tool or vk database that makes that data useful. Having a constant and endless supply of data without having a DMP is like having a key without a lock.









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Data Management Platform: from myths to uses
A DMP unifies all the information that is collected, regardless of its origin, making the data available to other platforms to be used, for example, for marketing purposes such as targeted advertising or content personalization.

The data management platform allows different platforms to be connected so that companies are not limited in their ability to use valuable customer and user data, whenever and wherever they want. However, some companies make the mistake of choosing it to cover needs such as:

Data warehouse and analysis: This platform does not replace the data warehouse or the data lake, since its mission is to activate the data.

Closed ecosystem: You should never consider implementing it if that is what you want to achieve, as DMPs make your data free.

An element designed only for software, only for cookies or only for infrastructure, as the Data Management Platform must provide marketing intelligence, manage identities and data through various channels and is essential for the marketing team.

DMPs offer users many ways to activate data on any channel, and of all the scenarios in which they can be used to deliver a personalized experience, e-commerce and marketing are the ones that offer the greatest return on investment in a Data Management Platform. You only have to look at the results figures of some of the so-called “big business” companies such as Amazon to understand the potential of recommendations or targeted advertising.
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