Exit Governance. Enter DMP.
May 17, 2015
A DMP is a data management platform. I think in terms of databases. I find that software does not do a particularly reliable job “managing data.” Software can run processes, write log file, and perform other functions. But management, based on my experience at Booz, Allen & Hamilton, requires humans. Talking about analytics from Big Data and implementing a platform to perform management are apples and house paint in my mind.
Intrigued by the reference, I downloaded a document available upon registration from Infinitive. You can find the company’s Web site at www.infinitive.com. The white paper maps you 10 ways a data management platform can help me.
I was not familiar with Infinitive. According to the firm’s Web site: Infinitive is
A Different Kind of Consultancy. Results-driven and client-centric. Fun, focused and flexible. Highly engaged and easy to work with. Those are the qualities that make Infinitive a different kind of consultancy. And they’re the pillars of our unique culture. Headquartered in the Washington, D.C. area, Infinitive specializes in digital ad solutions, business transformation, customer & audience intelligence and enterprise risk management. Leveraging best practices in process engineering, change management and program management, we design and deliver custom solutions for leading organizations in communications, media and entertainment, financial services and educational services. For our clients, the results include quantifiable performance improvement and tangible bottom-line value in addressing their most pressing challenges and fulfilling their top-priority objectives.
What is a data management platform?
White paper or two page document identifies these benefits of a DMP. I was hoping for an explanation of the “platform,” but let’s look at the payoffs from the platform.
The company points out that a DMP makes ad money go farther. Big Data become actionable. A DMP provides a foundation for analytics. The DMP “ensures the quality and accessibility of customer and audience intelligence data.” The DMP can harmonize data. A DMP allows me to “adapt traditional CRM strategies and technology to incorporate new customer behavior.” I can create new customer and audience “segments.” The DMP becomes the central nervous system for my company. And the DMP protects privacy.
That is a bundle of benefits. But what is the platform provided by a consulting company, especially one that is “fun”? I was not able to locate details about the platform. The company appears to be a firm focused on advertising.
The Web site includes a page about the DMP at this link. The information is buzzword heavy and fact free. My view is that the DMP is a marketing hook. The implied technology is consulting services. That’s okay, but I find the approach representative of marketing billable time, not delivering a platform with the remarkable and perhaps unattainable benefits suggested in the white paper.
The approach must work. The company’s Web site points out this message:
Not a platform, however.
Stephen E Arnold, May 17, 2015
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