External-Touchpoint Customer-Focused Information Platform (DMP)

From GM-RKB
Jump to navigation Jump to search

An External-Touchpoint Customer-Focused Information Platform (DMP) is a customer information platform that facilitates the creation of a external DMP systems (to solve customer data management tasks of customer data).



References

2020

2019b

  • (Wikipedia, 2019) ⇒ https://en.wikipedia.org/wiki/Data_management_platform Retrieved:2019-10-15.
    • A data management platform (DMP) is a technology platform used for collecting and managing data, mainly for digital marketing purposes. It allows to generate audience segments, which are used to target specific users in online advertising campaigns. The DMP may use big data and artificial intelligence algorithms to process big data sets about users from various sources. DMPs are used for organizing and monetizing data in real-time bidding system by licensing it to global selling platforms (DSPs). This technology is constantly being developed by entities such as Nielsen and Oracle.

2019

2018a

2018b

  • https://econsultancy.com/what-is-a-customer-data-platform-how-is-it-different-from-a-dmp-or-crm/
    • QUOTE: ... It is easy to confuse a DMP with a CDP. DMPs were designed to serve advertisements and enable retargeting using cookies. They focus more on anonymous segments and categories than single customers. In a DMP, much of the info is anonymous and typically expires after 90 days (the cookie lifetime).

      The CDP creates a persistent customer profile. That means it stores the data and keeps the history. Then by combining it with all the data about your customers comes out with a single record.

      DMPs were designed to target (and especially retarget) anonymous users for advertising, whereas CDPs create a database of your identified customers to use for more than only advertising. . …

2017b

  • (Wikipedia, 2017) ⇒ https://en.wikipedia.org/wiki/personalized_marketing#Technology Retrieved:2017-3-12.
    • Data Management Platforms: A data management platform (DMP) is a centralized computing system for collecting, integrating and managing large sets of structured and unstructured data from disparate sources. Personalized marketing enabled by DMPs, is integral to consumers receiving relevant, timely, engaging, and personalized messaging and advertisements that resonate with their unique needs and wants. Growing number of DMP software options are available including Adobe Systems Audience Manager and Core Audience (Marketing Cloud) to Oracle-acquired BlueKai, Sitecore Experience Platform and X+1.