Photo by Taylor Vick on Unsplash

Yes, yes there’s a lot of data out there; with some of it being stored and not being used. But for the data that is being used; how is it managed? This is where Data Management Platforms come into the picture.

Data Management Platforms (DMP) are a bunch of tools that are implemented to help organizations collect and manage their data more effectively. More and more companies are adopting them as they have become a vital element to customer analytics, sales, and marketing campaigns.

DMP helps these organizations to reap all the benefits of using their data, by analyzing it from multiple sources and then being able to present it in an easily interpretable way. They have the ability to pull data from a variety of sources such as Customer Relationship Management (CRM), analytics software, and more. 

DMP’s which you would think is to primarily benefit Data Scientists and Engineers. However, it has been highly adopted by marketing teams to help them understand their costs and spend wisely.

If you are interested in DMP and struggle to find which one to choose from, continue reading as I will be providing a list of the top 5 DMP’s - I will not be providing a long list because that will just confuse you even more on which one to choose. 

Lotame Audience Management

Lotame Audience Management is known as an industry-leading data management platform, Lotame provides a variety of information from emails, blogs, CRM tools and more. One of their main goals is to track marketing performance in relation to the concerns surrounding privacy and cookie usage. It is also well known for helping to unify your data, whilst delivering data solutions and driving overall performance.

Cloudera

Cloudera Data Platforms has a variety of products from DataFlow, DataEngineers, DataWarehouse, and more. Their DataFlow in particular helps you to manage your data from the edge to the cloud without having to code a thing allowing you to develop a streaming application. It also provides a high level of performance, quality, and scalability with a variety of features such as cluster management, diagnostics, etc. 

Permutive

If you’re looking for high performance with high privacy; Permutive is for you - a DMP built on edge technology. Permutive provides a privacy-safe infrastructure that helps publishers and advertisers to be able to fully reach their audience safely whilst being able to keep control of their data. Publishers deliver first-party information in a privacy-safe way to the advertisers which are able to collate the information they require to help track performance.

Oracle Data Cloud

Oracle Data Cloud first started off with the aim to make advertising more effective by using data, metrics, and more. Since then it has helped advertisers easily connect with the right customer and be able to personalize every single interaction to increase engagement. It provides you with information about your customer such as what they bought, where they are planning to go, etc. 

SAS Data Management

SAS provides a data management tool that has been specifically designed to integrate with a variety of data sources. SAS Data Management is easy-to-use using a point-and-click system and has a variety of managing processes. The Drag-and-drop function eliminates the need for programming, which saves a lot of time and resources. It includes other features such as integrated process designer, connectivity & data access, metadata management, and more. 

Conclusion

It’s safe to say that information on the customer's journey allows companies to make better use of their data and increase productivity, and sales and make money! Being able to connect every point and how they relate to one another becomes an important element of a company. 

DMP’s are your best friend when you need to solidify your data and its uses, allowing organizations to be able to provide more personalized service. 

 
 
Nisha Arya is a Data Scientist and Freelance Technical Writer. She is particularly interested in providing Data Science career advice or tutorials and theory based knowledge around Data Science. She also wishes to explore the different ways Artificial Intelligence is/can benefit the longevity of human life. A keen learner, seeking to broaden her tech knowledge and writing skills, whilst helping guide others.