Built to collect, organize and activate 3rd-party data, DMPs were made to help businesses harness the power of purchased information. These systems act as an intermediary between a business and a 3rd-party data vendor. DMPs are typically limited to using anonymized data on how customers interact with an organization’s online channels and helping businesses target prospects and customers with relevant ads based on their online behavior.
It’s vital that organizations are able to process and respond to large volumes of data, whether that be 1st-, 2nd- or 3rd-party. Each type of data plays a part of your marketing strategy and will be used at different times throughout the customer lifecycle.
In today’s 1st-party-data-first landscape, a DMP alone isn’t enough. Your central source of data truth should be able to handle all of your data, no matter the source. And that’s what we call Intelligent Journey Orchestration.