is a set of functions to ensure the required presentation of data, its accumulation, storage, updating, sampling, filtering, and searching, based on given criteria and data output.
DMP (data management platform) is a special software that is used for storing, organizing and analyzing data, created for business purposes as a tool for determining necessary sampling.
First-party data - data, the source of which were your own resources - for example, user registration, clickstream.
Second-party data - figures, which were collected in the statistical systems, such as: the results of some statistical services, advertising campaign trackers - clicks, views, visits, likes, and shares.
Third-party - data, received from a source the recipient does not have any relation to. As a rule, this is information, acquired from data processing and storage services - DMP and Data Exchanges, or from other providers of data-sites, payment services, mailings and many other sources that have information.
DMP allows the decision makers in estimations of the historical data fluctuation and creation of the trends and forecasts to make the correct decision.
DMP allows the decision makers, who estimate the historical data fluctuations, and create trends and forecasts, to make the correct decision.
F.ex., data management system can help media purchases and schedule advertising campaigns through behavioural targeting or audience expansion using look-alike modeling.
Look-alike modelling is a search for users similar to those who have already become customers.
Data Management Platform assumes complete control over your data, both own (first-party data) and indirect (second-party data). You can easily abandon a bad data provider. With the help of DMP work on data grabbing, storing and analysing becomes easier and much more productive: mathematical modelling of different trends, segmentation of special groups of data and clusterization of data could be done in a couple of clicks. At the same time, your data is protected both legally and technically (using encrypted connections).
How to use DMP in sales and marketing
Among the most popular examples of data management technology implementation in the business
- the user behaviour analysis;
- potential clients segmentation
- and target audience focusing for all kind of advertising.
Such an approach as look-alike modelling can help create the most realistic scenario of future business development based on mathematical modelling.