IDG Contributor Network: Customizing the customer experience with DMPs
Thanks to today's data management platforms (DMPs), brands are becoming more sophisticated in how they collect, store and analyze data in order to improve their customer experience. From Adobe AudienceManager and Core Audience to Oracle-acquired BlueKai and X+1, a growing number of DMP software options with a range of specializations are now available.
Wal-Mart was one of the first companies to experiment with data warehousing of transactional data before the aforementioned tools existed. Since then, what companies are doing with the help of well-integrated data and data management platforms has become increasingly innovative.
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