Data management platform: main use cases

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The generation of data in today's digital world is astounding. Every second, user data is collected that is of great use to companies and advertisers. Processing and analyzing this data then becomes a necessity in order to obtain a valuable product from it. So much so that knowing the preferences of a certain group of users will allow us to decide the optimal way to send them personalized advertising, minimizing the risk of rejection. There is no doubt about the importance of arming ourselves with the appropriate technology to carry out this data processing. To fulfill this purpose, there are Data Management Platforms.

What is a Data Management Platform?
A Data Management Platform, or DMP, is a technological solution that is responsible for the comprehensive management of user data. It is a software as a service (SaaS) platform that collects, stores, organizes and centralizes data from different sources. It then processes the data and performs the relevant analyses, until returning a database segmented by audience.

How a DMP works
This database displays valuable information (such as trends, preferences, etc.) that companies and marketing agencies use to effectively influence various audiences, using personalized content tailored to them. This type of platform processes significant volumes of data very quickly. It usually works with Big Data, using various processing techniques such as Boolean logic, algorithmic modeling, and artificial intelligence.

Let's look at an example. We have a group of users who, according uae whatsapp lead to the data collected from them, do not like physical exercise and prefer to stay at home and relax. Given this scenario, one might think that a company that sells sports equipment has no chance of impacting this audience segment. However, although at first glance this might seem overwhelmingly logical and therefore inaccessible, reality can be interpreted differently and in its favor.

In this case, the information obtained from these users can be used to transform the company's sales strategy and adapt it, in the most effective way possible, to influence this public and be accepted. For example, instead of advertising the classic sports equipment that every athlete usually looks for, this public could be reached through advertisements for sports products that are suitable for relaxation and recreation. In this case: comfortable shoes and clothing, water bottles in different models, implements for muscle massages, accessories for joint care, among others. This is an example of adapting your own product to a public that is apparently far removed from your corporate purpose.

About DMP data
Data sources for a DMP
The data that DMPs collect and manage is compiled from different channels. These can come from online, offline and mobile sources; from our own CRM, to various websites, social networks, mobile applications, to name just a few examples. All of this data can be categorized according to the objectives pursued. However, according to the origin of these volumes, three large groups of data can be identified.