What is a Data Management Platform (DMP)?

Person managing data on laptop

A DMP (Data Management Platform) is used to collect, organise and optimise data from different sources. Data Management Platforms help organisations understand more about customers by matching data against 3rd party lists, segmenting customers into marketable groups and ensuring data is accurate.

Data collected in the DMP is used for personalisation in marketing and advertising, as well as ensuring data quality.

Using a DMP, such as REaDOnline, is a great way to improve marketing efforts and engage with customers using more targeted communications. All whilst keeping data organised and centralised in one platform.

A lot of companies already consider using a data management platform, but need to learn more about it before going ahead. How does a DMP work? How does it integrate with current marketing activities?

This guide covers everything you need to know about Data Management Platforms. From how they work, the kinds of data they handle, and how they enhance your marketing.

How does a DMP work?

A Data Management Platform works by gathering your customer data and storing it in a centralised database. Stored data may include customer information, demographics, buying habits and contact details.

As an audience-focused solution, DMPs help marketers draw insights from the data, using first, second, and third party data to validate the data quality and create segmented audiences.

As well as improving the quality of data and creating segmented audiences, DMPs work by unifying datasets all in one place – making it simpler for organisations to manage data.

Data quality

DMPs can help improve data quality by auditing the dataset for inaccuracies, duplicates, and formatting errors.

For example, the platform can ensure the data is kept clean through data cleansing methods. This cleans data by measuring the details against 3rd party data lists. So, for example, if a customer had changed their address, the DMP could update the contact address details, using goneaway suppression to cross-reference this information against up-to-date databases. Similarly, a DMP can use deceased suppression to identify and remove deceased individuals from the database.

Additionally, Data Management Platforms help validate email addresses and check name formatting to ensure the data is of high quality.

This is a vital aspect of data management for any organisation, in any sector. If data is inaccurate, it is simply not useful to the business. In fact, 69% of organisations say that inaccurate data is the biggest challenge in data management, according to a study by Experian.

The DMP can also check for duplicate information, keeping data clean and accurate to ensure that the organisation is engaging with active customers, and is not sending duplicate communications.

Personalised experiences

As well as ensuring that information is accurate, Data Management Platforms can enhance your database using Data Enrichment and Data Segmentation methods.

This can help organisations develop more personalised experiences for customers and prospects. For instance, by using the DMP to segment audiences into meaningful groups. Based on shared qualities, these segments can then be targeted using tailored communications. 

As a result, businesses can expect to see better return on investment from their marketing campaigns, since communications are more targeted towards the intended audience. Personalised communications are also shown to increase trust between consumers and brands.

Unified data

DMPs help make data management more straightforward. Designed to bring all data into one place, Data Management Platforms are a dream come true for marketers. With a centralised view of customer data, organisations can optimise campaigns with more comprehensive data insights.

With unified data, all in one place, this makes day to day data management easy and simple. Not only does this make customer data easier to manage, it can also help piece together valuable information about customers to reveal key insights.

As a result, organisations can understand their customers better and develop more effective marketing campaigns.

Using a data management platform

Using a Data Management Platform is actually pretty straightforward. Data management is one of the most important, but time-consuming processes for any modern marketer. As a result, Data Management Platforms are designed to take the hard work out of handling data.

In a study from Experian, 83% of organisations said that data formed a central part of their business strategy – so it’s vital that DMPs offer a simple solution. 

Our own DMP, REaDOnline, offers an intuitive user interface, making it easier than ever to manage and optimise your data.

How DMPs use data

Data management platforms often use a variety of customer data sources to ensure the data is accurate, and also enhance it with relevant information. DMPs can combine first, second and third party data, allowing businesses to gather customer insights all in one place. 

This is especially useful for organisations that collect customer data through a variety of sources. For example, for companies who collect data from website visits, also buy prospect databases.

REaDOnline lets users upload data from a variety of sources, which is then audited 

Using this combination of data, DMPs can:

  • Collect data from different sources (online, offline, first-party, second party, third party)
  • Enhance data by creating targeted audiences
  • Clean and validate the data by cross-referencing databases


REaDOnline is the Data Management Platform from REaD Group. Our platform helps businesses easily manage and enhance their data. Combining the most accurate and comprehensive data available in the UK, REaDOnline cleans and enhances data in a few simple steps. 

Simply register for an account and login to the REaDOnline portal. From there, upload your data to get started. 

Explore REaDOnline

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