The purpose of DMP, aka Data Management Platforms, is to gather data and then converge and unify it so as to deduce a segmentation of users based on their behavior. How does this work in practice?
What is DMP?
The DMP, or Data Management Platform, is a platform for retrieving, centralising, managing and using data relating to customers and prospects.
The most advanced DMPs nowadays collect data from different contact points.
Why? Because by gathering offline and online information, your marketing segmentations can be defined with greater precision and relevance.
In this sense, a DMP is close to CRM. The DMP will enable users to optimise marketing expenses by allocating them more efficiently and accurately.