Evolution of the marketer’s toolkit
Navigating the DMP and CDP landscape


High-quality, consistent customer experience is the cornerstone of business success in the 21st century. In order to reach customers through targeted marketing communications at every point of their journey and through every channel, data management tools have emerged as a crucial part of the marketer’s toolkit.
The data management platform (DMP) is a strategic technology best used for an organisation with heavy online advertising and no direct customer relationships, while a customer data platform (CDP) is best suited for organisations trying to nurture long-term, one-to-one customer relationships.
There are a number of other factors that decide the tools an organisation chooses. This whitepaper looks ahead to the adoption of overarching audience strategies and tools that can deliver the functionality of both a DMP and a CDP. Download it now for advice on choosing the right data management tool and integrating it into your business.
Sign up today and you will receive a free copy of our Future Focus 2025 report - the leading guidance on AI, cybersecurity and other IT challenges as per 700+ senior executives
ITPro is a global business technology website providing the latest news, analysis, and business insight for IT decision-makers. Whether it's cyber security, cloud computing, IT infrastructure, or business strategy, we aim to equip leaders with the data they need to make informed IT investments.
For regular updates delivered to your inbox and social feeds, be sure to sign up to our daily newsletter and follow on us LinkedIn and Twitter.
-
AI coding tools are booming – and developers in this one country are by far the most frequent users
News AI coding tools are soaring in popularity worldwide, but developers in one particular country are among the most frequent users.
-
Cisco warns of critical flaw in Unified Communications Manager – so you better patch now
News While the bug doesn't appear to have been exploited in the wild, Cisco customers are advised to move fast to apply a patch
-
Marketing talent brain drain could stunt channel partner success
News Valuable partner marketing skills are at risk of being lost as the structure of channel marketing teams continues to shift, according to new research.
-
Automate personalization with AWS
Whitepaper How marketers can automate, deliver, and analyze billions of personalized messages and offers per day
-
Schneider Electric unveils its first e-commerce partner program
News Partners will be assigned a dedicated Schneider expert to aid strategy development
-
How digital marketing will evolve beyond social media
In-depth Twitter's ongoing destabilisation proves businesses can't rely on social media for digital marketing forever
-
Twilio tackles 'crucial' customer retention with trio of platform upgrades
News The company believes that retaining customers and maximising LTV is crucial in weathering the current macroeconomic headwinds
-
Activation playbook: Deliver data that powers impactful, game-changing campaigns
Whitepaper Bringing together data and technology to drive better business outcomes
-
The digital marketer’s guide to contextual insights and trends
Whitepaper How to use contextual intelligence to uncover new insights and inform strategies
-
Twitter sells mobile ad unit for triple its original value
News The sale will allow the tech giant to focus on its plans of doubling its revenue in 2023 to $7.5 billion