To achieve personalization at scale, brands need to develop a better understanding of each customer they interact with, and that’s all about combining all the data they collect from every available source into a single cohesive customer view. There is no way they can handle this task or manage all this data manually, which is why data management platforms (DMPs) rose to prominence. Today, companies are looking to build on this single customer view with a real-time understanding of their audience across every digital channel, marking the next phase on the maturity ramp for DMPs.
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