The Rise of the Experience DMP: Adobe Releases New Survey Findings

While big data is seemingly the buzz word of the decade in the tech world, the technology that seems to be capturing enterprise marketers’ attention to organize and activate large data sets is the data management platform, or DMP. While there is much debate over how to leverage data and technology, it’s clear that it’s a competitive differentiator when used in the right way.

DMPs are relatively new to the tech scene, rising in popularity less than a decade ago. Not surprisingly, the first teams to understand the value that DMPs bring to a brand were marketing organizations and publishers. While marketers realized how DMPs could help them accomplish their goal of understanding their audiences more clearly, publishers understood they could maximize the value being derived from their audience. Ultimately, both marketers and publishers have (and had) the same end goal: driving business value through improved customer intelligence.

Fast forward to 2018. Here at Adobe, we’re seeing brands continue to turn to Adobe Experience Cloud to deliver amazing, and personalized, customer experiences. A best-in-class DMP has transitioned from a nice-to-have, to a must-have in this increasingly competitive and complex consumer environment – where customers expect an experience that’s seamless, connected and unique. With all the data being collected across an organization, many groups (beyond the marketer and publisher) are seeing the impact and influence that one can have with a highly personalized customer experience at every step of the journey powered by the DMP.

Today, Adobe is announcing the results of a survey we commissioned of more than 500 U.S. marketing and IT professionals to gain more insight into what the intersection of DMPs and experience means to organizations across the country. Key findings include:

It’s clear that brands have realized that experience is what creates loyalty and drives the competitive edge, and the right DMP is one of the most useful tools that organizations can leverage. Adobe Audience Manager is focused on the experience by empowering brands to collect and connect disparate assets to drive customer intelligence, to create robust and complex audience segmentation that result in actionable insights – all with more than 150 integrations across various channels to deliver the right experience to the right customer at the right time. Adobe Audience Manager proudly partners with leading brands, such as Princess Cruises, Condé Nast and Samsung, to make experience their business.