There is no way they can handle this task or manage all this data manually, which is why data management platforms (DMPs) rose to prominence. Today, companies are looking to build on this single customer view with a real-time understanding of their audience across every digital channel, marking the next phase on the maturity ramp for DMPs.

Companies need to truly understand their audience to market to them effectively.

The real value of a DMP comes when you can apply the same level of audience insight to every interaction with every customer across every touch point. With that, brands can bridge their digital experience between channels and engage customers in a way that feels consistent, relevant, and tailored to their unique experience.