Because a DMP is a complex piece of technology, it can feel daunting for a marketer to thoughtfully evaluate alternatives. That’s why we’ve created this paper – to help simplify and streamline the process by suggesting a short list of questions that get to the heart of what matters strategically in a DMP so that you can make your decision with a focused yet sufficient set of information.
The questions in this document fall into five broad categories, each one of the core capabilities necessary for a robust DMP. Each capability area contains just two questions to help you focus on the most important discussions with your potential partner:
• COLLECT: Data collection and ingestion
• ORGANIZE: Data management and profile development
• ANALYZE: Ability to examine, transform and export insights and audiences
• ACTION: How the platform integrates with your preferred set of partners and platforms
• SERVICE: Critical component of any enterprise technology offering
The balance of this document reviews the questions and the rationale for each. While this list of questions is no substitute for a thorough technological examination of your options by your IT team, these key queries can help you ensure that the broad strategic needs of your company can be fulfilled with the platform you choose.
1. HOW TO CHOOSE A DATA
MANAGEMENT PLATFORM
FOR YOUR COMPANY
10 questions to ask every vendor on your
“short-list”
by Matt Anthony
VP Data Science and Analytics