Data management is crucial to organize your business. It must be done in a correct way to obtain targeted responses through the collection and optimization of data, analysis and integration, also according to marketing strategies. This is the reason why, the increasing use of social media for the management of advertising campaigns and the need to customize and make their marketing strategies effective, makes the adoption of a Data Management Platform necessary..

Data Management Platform and their development

DMPs are technological platforms used to collect and manage data. They allow you to aggregate different types of information, online and offline, from CRM, mobile applications, websites, social networks, etc. The use of DPM solutions has a wide value, because they can allow to analyze and summarize information regarding specific topics, but also to support decision-making with respect to the use of company assets and budget allocation. Therefore, it is possible to benefit from it in various sectors and for different needs: for example, the company management can adopt it to take more appropriate decisions, IT professionals to maintain and manage corporate systems, drawing targeted ideas. Thanks to their characteristics, data management platforms are expected to be increasingly expanding. According to Market Research Future, it should expand with a CAGR of 15% within a few years and arrive by 2023 to create a market worth nearly three billion dollars. In marketing, DPMs represent a considerable potential: the same analysts of the research company find that these solutions have revolutionized the growth model of the advertising sector and are ready to accelerate demand in the coming years. The strength of the Data Management Platform lies in the ability to use Big Data Analytics and Artificial Intelligence algorithms. The former, for example, are used for the advanced analysis of online traffic and user behavior, the latter for integrating data and for online customer segmentation, being able to define web purchase user intentions based on their online behavior. In this way, companies can rely on a wide-ranging vision, for example the way an advertising campaign proceeds. .

Cloud data management

Data generation in such a fast and widespread manner, requires tools that are as quick and effective as possible. From here, it is interesting to think of implementing a cloud data management platform. First of all, because it represents the basis for this new way of doing business, enabling the development of applications in a more agile way. The cloud-based infrastructure is essential to provide flexible and on-demand access to the resources underlying these new digital business offerings. An opportunity for those, like IT managers, to support the organization in managing business priorities, reducing the risks of wasting resources and investments. Counting on the cloud, you can also expand the DMP's range of functions, allowing you to invest money when actually needed. The "cloud" allows you to modulate your resources more flexibly based on your needs, but above all to access data in real time anywhere, offering IT teams the chance to recover them at any time. How to choose and implement a data management platform in the cloud? It is good, first of all, to rely on a secure solution, which is easily and immediately accessible, but which guarantees authenticated access and avoids the risk of cybersecurity as much as possible. The IT architecture must always be in step, ensuring the necessary flexibility and a high degree of innovation. In this regard, it is also possible to think of choosing to rely on companies able to offer solutions such as modular, cloud based platforms, which allow to guarantee not only the collection and access to data, but their processing and storage, able to guarantee the security of large amounts of data and also to start marketing automation activities.