Why Identity, Not Devices, Should Be the Core of Customer-Obsessed Marketing
Marketing today is filled with more swirl than an extra-large soft serve. The proliferation of platform acronyms (DMP, CDP, DSPWTF??) makes it difficult to understand what’s what.
The key for marketers, however, is to stay objective-driven, look beyond the jargon, and select a platform that serves their specific needs.
For companies looking to improve their understanding of their consumers and how best to serve them, a DMPor data management platformis typically the right place to start. Smart marketers use their DMPs as a “central nervous system of customer knowledge,” a point made in a recent Forrester Wave report:
