--- title: "Best Data Management Platforms Software - 2026 Reviews & Pricing" description: "Find the best Data Management Platforms Software for your organization. Compare top Data Management Platforms Software systems with customer reviews, pricing, and free demos." source_url: "https://www.softwareadvice.com/data-management-platforms/" page_type: "category" language: "en" --- [Home](https://www.softwareadvice.com/) / Data Management Platforms Software Software Advice offers objective insights based on verified user reviews and independent product and market research. When our advisors match you to a software provider, we may earn a referral fee. # Best Data Management Platforms Software of 2026 Updated October 23, 2026 ## Data Management Platforms FAQs - How do I choose the right Data Management Platforms software for my business? Choosing the right data management platform starts with confirming that the tool can bring together data from all necessary sources, both online and offline, which is a key requirement when speaking with our advisors, buyers highlight. Teams should also check that the software can create the types of visual reports and audience insights they need for marketing or advertising decisions. Cloud-based or software-as-a-service (SaaS) deployment is the most common choice discussed, so it's important to ensure the deployment model fits the business’s IT and data control needs. - What should businesses watch out for when choosing Data Management Platforms software? Most buyers our advisors talk to focus on cloud or software-as-a-service (SaaS) deployment when choosing a data management platform. There is little demand for on-premise options among these buyers, so businesses should confirm that the system’s deployment type matches their IT strategy and data control needs. - What is Data Management Platforms software and what does it do? Data management platforms software helps businesses organize and analyze customer data from many sources to improve marketing campaigns. Buyers we've talked to often use these tools to bring together online and offline information, visualize audience trends, and support targeted advertising decisions through charts, graphs, and other reporting features. Advertising agencies, marketers, and publishers are the most common users handling these tasks day to day. On this page 1. Popular Comparisons 2. Buyers Guide 3. Frequently Asked Questions 4. Related Software Filter products 118 results ### Compare Products Showing 1 - 25 of 118 products #### Company Size - Self-Employed - 2-10 - 11-50 - 51-200 - 201-500 - 501-1000 - 1000+ #### Pricing Options - $$$$$ - $$$$$ - $$$$$ - $$$$$ - $$$$$ ### Compare Products Sort by **Recommendations**: Sorts listings by the number of recommendations our advisors have made over the past 30 days. Our advisors assess buyers’ needs for free and only recommend products that meet buyers’ needs. Vendors pay Software Advice for these referrals. **Reviews**: Sorts listings by the number of user reviews we have published, greatest to least. **Average Rating**: Sorts listings by overall star rating based on user reviews, highest to lowest. **Alphabetically (A-Z)**: Sorts listings by product name from A to Z. ### [Veeam Data Platform](/data-management/veeam-backup-and-replication-profile/) - Overall rating: 4.8/5 - Reviews: 77 - Starting price: $428.00/year - Free trial: Available - Free demo: Not available #### Overview Veeam Data Platform is a unified data resilience solution that helps organizations recover from cyberattacks and outages, and protect workloads across hybrid and multicloud [Read more](/data-management/veeam-backup-and-replication-profile/) #### Features ##### Best rated features - Risk Management: 5/5 - Real-Time Notifications: 5/5 - Compliance Management: 5/5 - Data Storage Management: 5/5 ##### Worst rated features - Automatic Backup: 1/5 - Activity Dashboard: 2/5 - Reporting/Analytics: 2.5/5 [See all features](/data-management/veeam-backup-and-replication-profile/#key-features) #### Pricing ##### Veeam Data Platform Essentials - Price: $428.00/year - per 5 instances [See full pricing details](/data-management/veeam-backup-and-replication-profile/#pricing-and-plans) --- ### [Keepit](/cloud-storage/keepit-profile/) - Overall rating: 4.8/5 - Reviews: 55 - Free trial: Not available - Free demo: Not available #### Overview Keepit is a backup platform that provides organizations with a private infrastructure to protect data across Microsoft 365 cloud platforms, such as OneDrive, SharePoint, Teams, [Read more](/cloud-storage/keepit-profile/) #### Features ##### Best rated features - Backup and Recovery: 5/5 - Role-Based Permissions: 5/5 - Version Control: 5/5 - Automatic Backup: 5/5 ##### Worst rated features - Data Visualization: 1/5 [See all features](/cloud-storage/keepit-profile/#key-features) --- ### [Redis Enterprise ](/devops/redis-enterprise-profile/) - Overall rating: 4.8/5 - Reviews: 65 - Starting price: $0.00/month - Free trial: Available - Free demo: Not available #### Overview Redis Enterprise is a cloud-based and on-premise database management software that helps businesses handle operations related to automatic failover management, data processing, [Read more](/devops/redis-enterprise-profile/) #### Features ##### Best rated features - Database Conversion: 5/5 - Object Oriented Database: 5/5 - Graph Database: 5/5 - Performance Analysis: 4.8/5 ##### Worst rated features - Mobile Access: 3.5/5 - Data Migration: 3.7/5 - Backup and Recovery: 4/5 [See all features](/devops/redis-enterprise-profile/#key-features) #### Pricing ##### Free - Price: $0.00/month - This plan is free of cost and includes 30MB RAM, Redis modules, and 30 connections. ##### Fixed - Price: $7.00/month - The pricing is for US-West-2. It changes according to your location. ##### Flexible - Price: $0.88 - The plan offers $400 discount on first subscription and includes dedicated VPC, unlimited [See full pricing details](/devops/redis-enterprise-profile/#pricing-and-plans) --- ### [Hevo ](/bi/hevo-profile/) - Overall rating: 4.7/5 - Reviews: 110 - Starting price: $299.00/month - Best for: Ease of use - Free trial: Available - Free demo: Not available #### Overview Hevo is a no-code, bi-directional data pipeline platform specially built for modern ETL, ELT, and Reverse ETL Needs. It helps data teams streamline and automate org-wide data flows [Read more](/bi/hevo-profile/) #### Features ##### Best rated features - Customer Database: 5/5 - Data Analysis Tools: 5/5 - Automatic Backup: 5/5 - Real-Time Reporting: 5/5 [See all features](/bi/hevo-profile/#key-features) #### Pricing ##### Free - Price: Custom - Pricing available upon request - For data teams that want to get started with analytics. Includes 1 million free events. ##### Starter - Price: $299.00/month - For data teams that want to scale up their analytics. Get 5 million events for this starter plan and ##### Business - Price: Custom - Pricing available upon request - For large data teams with many data sources and high data volume. [See full pricing details](/bi/hevo-profile/#pricing-and-plans) --- ### [Backblaze B2 Cloud Storage](/cms/backblaze-profile/) - Overall rating: 4.7/5 - Reviews: 145 - Starting price: $6.00/month - Best for: Value for money - Free trial: Available - Free demo: Not available #### Overview Backblaze is a leader in the open cloud movement—fueling customer success with cloud storage built purposefully to unlock budgets, unburden administrators, and unleash [Read more](/cms/backblaze-profile/) #### Features ##### Best rated features - Emergency Notification: 5/5 - Continuous Backup: 5/5 - VM Backup: 5/5 - Service Level Agreement (SLA) Management: 5/5 ##### Worst rated features - Document Management: 3/5 - Secure Data Storage: 3.8/5 - Compression: 3.9/5 [See all features](/cms/backblaze-profile/#key-features) #### Pricing ##### Pay-As-You-Go Cloud Storage - Price: $6.00/month - Backblaze B2 Cloud Storage pricing is flexible, scalable, on-demand cloud storage at $6/TB/month ##### B2 Reserve Capacity Bundles - Price: $1,560.00/year - B2 Reserve offers capacity-based cloud storage bundles with all-inclusive pricing, starting at 20TB, [See full pricing details](/cms/backblaze-profile/#pricing-and-plans) --- ### [Tugger](/bi/tugger-profile/) - Overall rating: 4.8/5 - Reviews: 31 - Starting price: £125.00/month - Free trial: Available - Free demo: Not available #### Overview Tugger is the AI-powered data platform that connects your business systems to the analytics and AI tools you want to use. Most businesses are sitting on a goldmine of data. It's [Read more](/bi/tugger-profile/) #### Features ##### Best rated features - Data Capture and Transfer: 5/5 - Data Storage Management: 5/5 - Visual Analytics: 5/5 - Data Extraction: 5/5 ##### Worst rated features - Multiple Data Sources: 4/5 [See all features](/bi/tugger-profile/#key-features) #### Pricing ##### Basic - Price: £125.00/month [See full pricing details](/bi/tugger-profile/#pricing-and-plans) --- ### [dbForge Studio for SQL Server](/database-management-systems/dbforge-studio-for-sql-server-profile/) - Overall rating: 4.8/5 - Reviews: 30 - Starting price: $249.95/year - Free trial: Available - Free demo: Not available #### Overview dbForge Studio for SQL Server is a database management package designed for developers, administrators, and DevOps specialists. It provides a graphical interface for a range of [Read more](/database-management-systems/dbforge-studio-for-sql-server-profile/) #### Features ##### Best rated features - Debugging: 5/5 - Search/Filter: 5/5 - User Management: 5/5 - Reporting & Statistics: 5/5 ##### Worst rated features - Code Editing: 4/5 [See all features](/database-management-systems/dbforge-studio-for-sql-server-profile/#key-features) #### Pricing ##### Standard (Subscription) - Price: $249.95/year - Essential features edition ##### Professional (Subscription) - Price: $399.95/year - Advanced features edition ##### Enterprise (Subscription) - Price: $549.95/year - Full-featured edition [See full pricing details](/database-management-systems/dbforge-studio-for-sql-server-profile/#pricing-and-plans) --- ### [Qumulo File Data Platform](/cloud-storage/qumulo-file-fabric-qf2-profile/) - Overall rating: 4.9/5 - Reviews: 15 - Starting price: $20,000.00/year - Free trial: Available - Free demo: Not available #### Overview The breakthrough leader in enterprise data management. Qumulo is the only file-based, scale-out management platform designed to offer robust capabilities on-premises and in the [Read more](/cloud-storage/qumulo-file-fabric-qf2-profile/) #### Features ##### Best rated features - Data Migration: 5/5 - Data Visualization: 5/5 - Secure Data Storage: 5/5 - File Sharing: 5/5 ##### Worst rated features - Automatic Backup: 2.7/5 - Continuous Backup: 3.5/5 - Archiving & Retention: 3.8/5 - Disaster Recovery: 3.8/5 [See all features](/cloud-storage/qumulo-file-fabric-qf2-profile/#key-features) #### Pricing ##### Basic - Price: $20,000.00/year [See full pricing details](/cloud-storage/qumulo-file-fabric-qf2-profile/#pricing-and-plans) --- ### [Jobin.cloud](/crm/jobin-cloud-profile/) - Overall rating: 4.7/5 - Reviews: 172 - Starting price: $8.99/month - Best for: Small businesses - Free trial: Available - Free demo: Not available #### Overview Easily finding and contacting the people you're looking for is the cornerstone of every business, be it customers, candidates, clients, you name it. Jobin.cloud specializes in [Read more](/crm/jobin-cloud-profile/) #### Features ##### Best rated features - Social Marketing: 5/5 - Segmentation: 5/5 - Access Controls/Permissions: 5/5 - Resume Storage: 5/5 [See all features](/crm/jobin-cloud-profile/#key-features) #### Pricing ##### Starter - Price: $8.99/month - Incredibly cost-effective and budget-friendly plan. Covers all basic features but is missing some ##### Pro - Price: $23.99 - Most popular plan. Providing all features, but with slight intensity/scale limitations. ##### Ultimate - Price: $39.99 - The top-tier plan. Covers all features at unlimited intensity and scale. [See full pricing details](/crm/jobin-cloud-profile/#pricing-and-plans) --- ### [EBS Toolbox](/data-management-platforms/ebs-toolbox-profile/) - Overall rating: 4.8/5 - Reviews: 46 - Free trial: Not available - Free demo: Not available #### Overview If you're evaluating data-loading solutions for Oracle E-Business Suite, chances are Web ADI's rigid templates or DataLoad's brittle, upgrade-sensitive macros have already caused a [Read more](/data-management-platforms/ebs-toolbox-profile/) #### Features ##### Best rated features - HR Management: 5/5 - Employee Profiles: 5/5 - Approval Process Control: 5/5 - Online Invoicing: 5/5 [See all features](/data-management-platforms/ebs-toolbox-profile/#key-features) --- ### [Lobster Data World](/product/459058-Lobsterdata/) - Overall rating: 4.8/5 - Reviews: 22 - Starting price: €1,950.00/month - Free trial: Available - Free demo: Not available #### Overview Lobster is a 360° digital ecosystem that streamlines data integration, orchestration, and connectivity across enterprises. Trusted by over 2,000 customers globally, Lobster [Read more](/product/459058-Lobsterdata/) #### Features ##### Best rated features - Workflow Scheduler: 5/5 - Data Import/Export: 5/5 - Data Connectors: 5/5 - Third-Party Integrations: 5/5 ##### Worst rated features - Data Quality Control: 3/5 - Access Controls/Permissions: 3/5 - Monitoring: 4/5 - Reporting/Analytics: 4/5 [See all features](/product/459058-Lobsterdata/#key-features) #### Pricing ##### Basic / Entry package - Price: €1,950.00/month [See full pricing details](/product/459058-Lobsterdata/#pricing-and-plans) --- ### [Easyflow](/bi/easyflow-profile/) - Overall rating: 4.8/5 - Reviews: 25 - Starting price: $47.50/month - Free trial: Not available - Free demo: Not available #### Overview Easyflow is a workflow automation and data visualization platform allowing businesses to connect to all the tools and apps used by teams to do the following: - Quickly and easily [Read more](/bi/easyflow-profile/) #### Features ##### Best rated features - Process Modeling & Designing: 5/5 - Rules-Based Workflow: 5/5 - KPI Monitoring: 5/5 - Ad hoc Reporting: 5/5 ##### Worst rated features - Publishing/Sharing: 4/5 [See all features](/bi/easyflow-profile/#key-features) --- ### [EasyInsights](/marketing/easyinsights-profile/) - Overall rating: 4.8/5 - Reviews: 11 - Starting price: $99.00/month - Free trial: Available - Free demo: Not available #### Overview Get instant answers to your marketing questions with data through Google sheet add-on. It takes less than 2 minutes to get started. Get data on sheets by choosing data sources and [Read more](/marketing/easyinsights-profile/) #### Features ##### Best rated features - Dashboard: 4.8/5 - Website Analytics: 4.8/5 - Campaign Tracking: 4.8/5 - Data Visualization: 4.8/5 [See all features](/marketing/easyinsights-profile/#key-features) #### Pricing ##### Basic - Price: $99.00/month [See full pricing details](/marketing/easyinsights-profile/#pricing-and-plans) --- ### [K2View](/risk-management/k2view-data-fabric-profile/) - Overall rating: 4.9/5 - Reviews: 8 - Starting price: £1,000.00/year - Free trial: Available - Free demo: Not available #### Overview K2view Data Product Platform gets your data AI-ready: protected, complete, and accessible in a split-second. AI-ready datasets are packaged as products, allowing you to reuse them [Read more](/risk-management/k2view-data-fabric-profile/) #### Features ##### Best rated features - Real-Time Data: 5/5 - Customizable Templates: 5/5 - Customer Segmentation: 5/5 - Third-Party Integrations: 5/5 ##### Worst rated features - Data Integration: 4/5 - Multiple Data Sources: 4/5 - Activity Dashboard: 4/5 - Template Management: 4/5 [See all features](/risk-management/k2view-data-fabric-profile/#key-features) #### Pricing ##### Basic - Price: £1,000.00/year [See full pricing details](/risk-management/k2view-data-fabric-profile/#pricing-and-plans) --- ### [DigitalRoute](/data-management-platforms/digitalroute-profile/) - Overall rating: 4.8/5 - Reviews: 13 - Free trial: Available - Free demo: Not available #### Overview DigitalRoute is a data management platform that helps businesses integrate the platform with any system within a company's IT infrastructure to gather, process, enhance, and [Read more](/data-management-platforms/digitalroute-profile/) #### Features ##### Best rated features - Invoice History: 5/5 - Data Extraction: 5/5 - Online Invoicing: 5/5 - Workflow Management: 5/5 ##### Worst rated features - Reporting/Analytics: 3.8/5 [See all features](/data-management-platforms/digitalroute-profile/#key-features) #### Pricing ##### Basic - Price: Custom - Pricing available upon request [See full pricing details](/data-management-platforms/digitalroute-profile/#pricing-and-plans) --- ### [Customer Data Platform](/data-management/commanders-act-customer-data-platform-profile/) - Overall rating: 5/5 - Reviews: 5 - Free trial: Not available - Free demo: Not available #### Overview Commanders Act publishes a cookieless marketing platform and it focuses on a mission of providing digital teams with simplified access to data to ramp up campaign performance and [Read more](/data-management/commanders-act-customer-data-platform-profile/) #### Features ##### Best rated features - Real-Time Data: 5/5 - Personalization: 5/5 - Campaign Management: 5/5 - Data Integration: 5/5 ##### Worst rated features - Customer Segmentation: 4/5 - Behavioral Analytics: 4/5 - API: 4/5 [See all features](/data-management/commanders-act-customer-data-platform-profile/#key-features) --- ### [Apteco FastStats](/lead-nurturing/faststats-profile/) - Overall rating: 4.8/5 - Reviews: 9 - Starting price: £6,500.00/year - Free trial: Available - Free demo: Not available #### Overview FastStats is a data analysis software that allows marketers to gain actionable insights from customer data. The software unifies all customer information into a single view for [Read more](/lead-nurturing/faststats-profile/) #### Features ##### Best rated features - Performance Metrics: 5/5 - Third-Party Integrations: 5/5 - Predictive Analytics: 5/5 - Data Visualization: 5/5 ##### Worst rated features - Data Mining: 3/5 - Multiple Data Sources: 4/5 - Data Transformation: 4/5 [See all features](/lead-nurturing/faststats-profile/#key-features) #### Pricing ##### Basic - Price: £6,500.00/year [See full pricing details](/lead-nurturing/faststats-profile/#pricing-and-plans) --- ### [datuum.ai](/data-extraction/datuum-ai-profile/) - Overall rating: 5/5 - Reviews: 3 - Free trial: Not available - Free demo: Not available #### Overview Datuum is an AI-powered platform that simplifies the customer data onboarding process by automating data integration from diverse sources. Moreover, you don't need any coding [Read more](/data-extraction/datuum-ai-profile/) #### Features ##### Best rated features - Third-Party Integrations: 5/5 - Data Migration: 5/5 - Data Mapping: 5/5 [See all features](/data-extraction/datuum-ai-profile/#key-features) --- ### [DESelect](/marketing-planning/deselect-profile/) - Overall rating: 4.6/5 - Reviews: 37 - Starting price: $750.00/month - Free trial: Not available - Free demo: Not available #### Overview DESelect is an official Salesforce Marketing Cloud partner and the leading marketing enablement platform on the Salesforce AppExchange. With offices in Antwerp, Belgium, and [Read more](/marketing-planning/deselect-profile/) #### Features ##### Best rated features - Multi-Channel Communication: 5/5 - Audience Targeting: 5/5 - Email Marketing: 5/5 - Multiple Data Sources: 5/5 [See all features](/marketing-planning/deselect-profile/#key-features) --- ### [Apteco Orbit](/bi/apteco-orbit-profile/) - Overall rating: 4.7/5 - Reviews: 10 - Free trial: Available - Free demo: Not available #### Overview Apteco Orbit is a marketing insights platform that helps businesses collect, monitor, and manage data. The software enables companies to visualize data, build audiences, automate [Read more](/bi/apteco-orbit-profile/) #### Features ##### Best rated features - Data Visualization: 5/5 - Dashboard Creation: 5/5 - Customizable Dashboard: 4.8/5 - Visual Discovery: 4.6/5 [See all features](/bi/apteco-orbit-profile/#key-features) #### Pricing ##### Plan - Price: Custom - Pricing available upon request [See full pricing details](/bi/apteco-orbit-profile/#pricing-and-plans) --- ### [CloverDX](/data-management-platforms/cloverdx-profile/) - Overall rating: 4.7/5 - Reviews: 10 - Starting price: $1.00/year - Free trial: Available - Free demo: Not available #### Overview CloverDX Data Management Platform helps businesses get timely, accurate and reliable data whenever and wherever they need it. CloverDX replaces manual data processing typically [Read more](/data-management-platforms/cloverdx-profile/) #### Features ##### Best rated features - Data Management: 5/5 - Data Migration: 5/5 - Data Mapping: 5/5 - Data Import/Export: 5/5 [See all features](/data-management-platforms/cloverdx-profile/#key-features) #### Pricing ##### Basic - Price: $1.00/year [See full pricing details](/data-management-platforms/cloverdx-profile/#pricing-and-plans) --- ### [Verato](/product/463658-Verato/) - Overall rating: 4.7/5 - Reviews: 7 - Free trial: Not available - Free demo: Not available #### Overview Verato®, the identity intelligence company, solves the problem that drives everything else—Knowing Who Is Who™. Proven in healthcare. Trusted everywhere. Verato MDM Cloud™ [Read more](/product/463658-Verato/) --- ### [Elastic Stack](/bi/elasticsearch-profile/) - Overall rating: 4.6/5 - Reviews: 70 - Starting price: $16.00/month - Free trial: Available - Free demo: Not available #### Overview Built on a foundation of free and open, Elasticsearch, Logstash, Kibana, and Beats pave the way for diverse use cases that start with logging and span as far as your imagination [Read more](/bi/elasticsearch-profile/) #### Features ##### Best rated features - Event Logs: 5/5 - Access Controls/Permissions: 5/5 - Full Text Search: 5/5 - Log Collection: 4.9/5 ##### Worst rated features - Application Security: 2/5 - Data Analysis Tools: 3.5/5 - API: 3.5/5 - Third-Party Integrations: 4/5 [See all features](/bi/elasticsearch-profile/#key-features) #### Pricing ##### Basic - Price: $16.00/month [See full pricing details](/bi/elasticsearch-profile/#pricing-and-plans) --- ### [Anatics](/data-management/anatics-profile/) - Overall rating: 5/5 - Reviews: 2 - Starting price: $500.00/month - Free trial: Available - Free demo: Not available #### Overview Anatics is a cloud-based data transformation and marketing intelligence platform that offers a range of tools to extract, transform, explore, and analyze marketing data. With a [Read more](/data-management/anatics-profile/) #### Features ##### Best rated features - Data Aggregation and Publishing: 5/5 - Data Visualization: 5/5 - Reporting/Analytics: 5/5 - Predictive Analytics: 5/5 ##### Worst rated features - Audience Targeting: 4/5 - Data Discovery: 4/5 - Data Connectors: 4/5 [See all features](/data-management/anatics-profile/#key-features) #### Pricing ##### Basic - Price: $500.00/month [See full pricing details](/data-management/anatics-profile/#pricing-and-plans) --- ### [Data Graphs](/help-desk/data-graphs-profile/) - Overall rating: 5/5 - Reviews: 2 - Starting price: $120.00/month - Free trial: Available - Free demo: Not available #### Overview Data Graphs is a cloud-based data management platform (DMP) that helps businesses organize enterprise data and create structured knowledge graphs. Supervisors can organize concepts [Read more](/help-desk/data-graphs-profile/) #### Pricing ##### Basic - Price: $120.00/month [See full pricing details](/help-desk/data-graphs-profile/#pricing-and-plans) --- 1 [2](https://www.softwareadvice.com/data-management-platforms/?__ai_markdown=true&page=2)[3](https://www.softwareadvice.com/data-management-platforms/?__ai_markdown=true&page=3)[4](https://www.softwareadvice.com/data-management-platforms/?__ai_markdown=true&page=4)[5](https://www.softwareadvice.com/data-management-platforms/?__ai_markdown=true&page=5) ## Popular Comparisons [ Cohesity vs Keepit ](https://www.softwareadvice.com/cloud-management/cohesity-profile/vs/keepit/) If you’re a marketer who has done any large-scale digital advertising (think programmatic ads or retargeting), chances are you’ve used a data management platform (DMP). These tools essentially take in data from multiple sources and help you analyze it, so you can better target adjacent customers or personalize messages in your marketing campaigns. Data management platforms have grown over the last decade, and marketing demand for their capabilities is still strong. However, this type of software has traditionally depended on cookies, meaning increasing cookie regulations could affect data management platform functionality. Many ad-buying platforms like Facebook and Amazon already have data management platform capabilities built in, so you’ll need to assess whether your company needs a standalone tool or if the available built-in targeting capabilities will suffice. Here's what we'll cover: - [What is a data management platform?](#Whatisadatamanagementplatform) - [Common features of data management platforms](#Commonfeaturesofdatamanagementplatforms) - [What type of buyer are you?](#Whattypeofbuyerareyou) - [Benefits and potential issues](#Benefitsandpotentialissues) - [Key considerations for purchasing data management platform software](#Keyconsiderationsforpurchasingdatamanagementplatformsoftware) - [Market trends to understand](#Markettrendstounderstand) ## What is a data management platform? DMP software analyzes customer data across multiple channels and enables users to enhance audience engagement with marketing campaigns. DMPs analyze targeted marketing strategies from online and offline sources and present the data in graphs, charts, and other data visualization methods. This helps advertising agencies, marketers, and online publishers better learn about their audiences. Here’s how DMPs work: _Source: Gartner (_[full content](https://www.gartner.com/doc/3986531) _available to clients)_ ## Common features of data management platforms While features vary from product to product, data management platforms typically offer some or all of the following functionality: | Feature | Description | | --- | --- | | Audience segmentation | Group people based on shared characteristics so you can better target and reach your customers. | | Campaign management | Create a collection of marketing actions to complete specific goals so you can better track your progress. | | Data capture | Import, collect, and capture data from multiple sources so you can keep everything organized in one place. | | Competitor analysis | Evaluate strengths and weaknesses of companies with the same target audience so you can stay ahead of the competition. | | Behavioral analytics | Track and analyze user behavior within a system or network so you can better optimize your campaigns. | | Customer journey mapping | Visualize and analyze the customer experience across all touchpoints and channels. That way, you can better reach your customers at the right place and time, and improve your chances of closing a sale or them completing a desired action. | --- ## What type of buyer are you? **Digital marketing leaders:** Data management platforms are primarily used by marketers across many organization sizes and industries, especially those that use a large, diverse amount of customer data. These buyers are typically looking for ways to do the following: - Target ads: Build and find adjacent audiences for programmatic ad campaigns and multichannel retargeting. - Expand audiences: Use known customer and prospective customer attributes to find similar audiences and build on programmatic ad reach. - Measure campaigns: Create reports and visualizations, and share analysis with external audiences (such as an outside agency). ## Benefits and potential issues Here are a few benefits of data management platforms: - **Identify customer attributes:** Learn about customer attributes such as browsers, devices, households, and other characteristics so you can reach your target audience with an ad or personalized message. - **Import and collect data:** Take in data from multiple sources (such as your CRM, marketing analytics, point of sale (POS) system, and publishing partners) as well as your website, mobile app, and other channels using native tags and other integrations. - **Set up triggers and rules:** Personalize messages and inform marketing decisions. For instance, you could set a rule to not display an ad to someone if a user visited a website and made a purchase, since they already completed the desired action. - **Measure and report on data:** Collect performance data from marketing and media channels. Organize and analyze that data to explore trends and create visualizations. Here are a few potential issues with data management platforms: - **Cookie considerations:** Most data management platforms use cookies, which Apple Safari and Firefox have announced they will no longer support. Chrome also announced that it won’t support cookies after January 2022. Because of this, you’ll want to explore alternate approaches to retargeting and lookalike modeling that don't use cookie data. - **Privacy regulations:** Traditionally, data management platforms do not use personally identifying information. Rather, these platforms use anonymized, unique identifiers such as cookie IDs or user IDs based on certain characteristics (e.g., browser or device). However, regulations like the General Data Protection Regulation (GDPR) and California Consumer Privacy Act (CCPA) encompass things like fingerprinting using an IP address. Since these regulations still lack many legal interpretations, there remains uncertainty around how they could affect DMPs. ## Key considerations for purchasing data management platform software Data management platforms have been vital to digital advertising for the past 10 years, but there are still some key considerations to keep in mind - **Cloud vendor embedded functionality:** Programmatic ad tech platforms—like those from Facebook, Amazon, or Google—often already have embedded DMP-esque capabilities. However, these functions typically provide aggregated data about audience segments, rather than user-level data. ## Market trends to understand Because data management platforms may be going through some changes, these market trends are important to note: - **Cookie data dying out:** DMPs may be undergoing a necessary evolution due to the fact that most browsers already don't support or will soon cease support for cookies. - **Built-in ad tech functionality:** Many ad tech platforms now include built-in DMP capabilities. If you already use ad tech platforms like Facebook, Amazon, and Google that offer similar audience data, it's worth investigating whether the included functionality meets your needs before investing in a standalone platform. - **Beware of workarounds:** Some ad tech platforms are exploring options to get around cookie data restrictions. Certain platforms are looking at IP address or link decorating (which means adding extra strings to URLs to identify certain behaviors), but these may not be good long-term solutions. Some browsers may also try to prevent these types of loopholes. ### Related Data Management Platforms Software - [Customer Data Platform Software](https://www.softwareadvice.com/customer-data-platform/) - [Data Management Software](https://www.softwareadvice.com/data-management/) - [Marketing Analytics Software](https://www.softwareadvice.com/marketing/analytics-tools-comparison/)