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As marketers seek to better segment their audiences by merging their own customer data with third party information, the Data Management Platform has taken on a life of its own, according to a new report by Forrester.

In this AdAge article, “New Forrester Study Singles Out Top Data Management Platforms: Adobe Is Becoming a Powerhouse in Nascent Data Management Platform Sector,” Forrester Principal Analyst, and report author, Joanna O’Connell suggested that though identifying leaders in a space is helpful, what’s most important in picking this type of partner is first identifying your needs.

“Take a look at what you’ve already got, figure out where there are holes and then fill them,” she said.

Read the AdAge article here:



State of Digital Marketing Analytics

The 2020 State of Digital Marketing Analytics examines the marketing technology that supports the world's most successful enterprises and highlights the challenges and strategies for navigating the new normal..