DMP (data-management platform)
Data Management Platform (DMP)
A Data Management Platform (DMP) is a technological system that collects, organizes, stores, and analyzes large amounts of data. The primary goal of a DMP is to create and maintain detailed customer profiles, allowing companies to improve their marketing and advertising efforts.
The operation of a DMP works as follows:
- Data Collection: A DMP collects data from various sources, such as demographic data, behavioral data, and transactional data.
- Data Organization: The collected data is organized into usable segments based on different parameters, such as behavior, interests, demographics, etc.
- Data Analysis: The DMP analyzes the organized data and provides marketers with valuable insights and patterns. This helps marketers better understand their customers, such as their needs, interests, and product preferences.
- Audience Targeting: Based on the analysis, companies can create targeted advertising campaigns to reach specific customer segments. This improves the effectiveness of marketing efforts and maximizes ROI.
- Data Management: The DMP ensures the management and maintenance of the data. This includes regular updates, removing old or irrelevant data, and ensuring the security and privacy of the data.
Privacy Legislation
When collecting and using data, Data Management Platforms (DMPs) must comply with privacy legislation. Companies that use a DMP must also adhere to these rules and regulations. They are responsible for data processing and must ensure that the data is used in accordance with the principles and requirements of the GDPR.
