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Glossary term

What is Data Management Platform (DMP)?

Definition

A DMP collects and organises customer and behavioural data for marketing and analytics. When integrated with PIM, it can personalise product recommendations based on customer preferences. This alignment improves conversion and customer experience.

A marketing DMP is distinct from a general enterprise data-management platform. For example, an autonomous product data operation could take an authorized audience segment indicating interest in warehouse lighting, select approved product attributes relevant to that segment, and prepare appropriate campaign content without importing unnecessary identity data.

Data Management Platform (DMP) in an autonomous operation

  1. Step 1:

    Input

    An authorized audience segment indicating interest in warehouse lighting

  2. Step 2:

    Data Management Platform (DMP)

    Select approved product attributes relevant to that segment

  3. Step 3:

    Outcome

    Prepare appropriate campaign content without importing unnecessary identity data

A marketing DMP is distinct from a general enterprise data-management platform.

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