External-Touchpoint Customer-Focused Information Platform (DMP)
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).
- Context:
- It can (typically) manage 3rd Party Customer Data.
- It can be complementary to an Internal CDP Platform (CDP).
- …
- Example(s):
- Counter-Example(s):
- See: Supply-Side Ads Platform, Personalized Marketing, Beacon Technology.
References
2020
- https://hgsdigital.com/blogs/customer-data-platforms-vs-data-management-platforms
- QUOTE: ... The marketing and advertising world has many acronyms. CDPs (customer data platforms) and DMPs (data management platforms) are commonly confused terms. Each of them is distinct and both the technologies play complementary roles. One doesn't necessarily replace the other.
- QUOTE: ... The marketing and advertising world has many acronyms. CDPs (customer data platforms) and DMPs (data management platforms) are commonly confused terms. Each of them is distinct and both the technologies play complementary roles. One doesn't necessarily replace the other.
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
- https://www.rackspace.com/blog/everything-you-need-to-know-about-salesforce-audience-studio-formerly-salesforce-dmp
- QUOTE: ... DMPs like Salesforce Audience Studio (formerly Salesforce DMP) are the backbone of data-driven marketing efforts. A DMP collects, organizes, and activates first-, second- and third-party audience data from any source — online, offline, mobile, and beyond. These platforms allow your company to gain unique insights into your customers and effectively segment and reach your audience.
2018a
- https://lotame.com/dmp-vs-dsp/
- QUOTE: ... Data Management Platforms (DMPs) and Demand Side Platforms (DSPs) are two players in the Ad Tech ecosystem that have continually caused confusion among interested buyers in the space. ...
... A data management platform (DMP) is a unified and centralized technology platform used for collecting, organizing, and activating large sets of data from disparate sources. Data management platforms have risen to the forefront of media and advertising on both the buy- and sell-side, as a result of an increasing focus on the analysis and targeting of audiences across multiple platforms, devices and media channels. The DMP is built on five interconnected pillars: collection, unification, organization, activation, and analytics. ...
- QUOTE: ... Data Management Platforms (DMPs) and Demand Side Platforms (DSPs) are two players in the Ad Tech ecosystem that have continually caused confusion among interested buyers in the space. ...
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. . …
- 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).
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.