Everything You Need to Know About Data Management Platforms for 2022

Swetha Amaresan
Swetha Amaresan



Data informs and influences every decision in the business world. It would be reckless to make a huge product or service change without first consulting some important, data-driven questions: what do customers want and need, what has worked in the past, and what are competitors doing, to name a few.


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Since data is so essential, it makes sense that data management platforms have been created to help business professionals analyze and manage their immense amounts of data.

The main point of a DMP is to help users better understand information about customer demographics and psychographics, including what draws customers in and persuades them to make purchases. Using a DMP helps businesses create campaigns that better suit their target segments, thus better allocating time and budget.

Next, let's review our picks for the best DMP software you can use in 2019.

1. Amazon Redshift

Amazon Redshift is a part of the larger Amazon Web Services (AWS), a platform of Amazon that provides subscription-based cloud-computing services. Amazon Redshift, in particular, is a fast data warehouse that simplifies the data analysis process.

Amazon Redshift is efficient because it's integrated with other AWS services, such as Amazon S3. It claims to deliver performance that is ten times faster than that of other DMP software. You can set up and begin using your DMP within minutes, and even test out Amazon Redshift with a free two-month trial before jumping into one of their payment plans, which start as low as $0.25 per hour.

2. IBM Db2® Hybrid Data Management

IBM Db2 Hybrid Data Management gives you the opportunity to choose which database or data warehouse works best for your company. The software gathers and sorts data to offer you incomparable insights that can be accessed in private or public cloud or across unstructured or structured data types.

IBM's DMP allows you to access your data and data insights at any time and place. It has embedded machine learning and data science. You can transfer information across other Db2 products and use the common SQL engine to allow for complex data management. The IBM Hybrid Data Management product starts at $650 per month.

3. Google BigQuery

Google BigQuery is a scalable, enterprise DMP that helps data analysts work at an increased speed and have better performance. There is no confusing infrastructure involved; the simple, familiar SQL helps analysts interpret data and make important conclusions without any hassle.

Google BigQuery also offers extensive capabilities in encryption and security to ensure your data can be automatically and efficiently backed up and recovered. No matter the number of users or the size of your data, you can quickly access and analyze data using this serverless software. You can try it for free, and Google offers a variety of pricing plans, including a pay-as-you-go plan of $5 per TB.

4. Lotame Data Management Platform

Lotame's DMP allows you to store, sort, and activate your data from any number of sources in real time. Its software makes it easier to understand your consumer base and, thus, create campaigns and content that are better suited to your target customer segments.

Lotame helps you make your data more actionable by collecting it from apps, social media, email, websites, online searches, campaigns, and more. In addition, you can compare your own data results with that of Lotame's third-party global data exchange, allowing you to hone in your insights to an even more selective segment. You can reach your consumers on the right platform based on their usage and preference.

5. Cloudera Data Warehouse

Cloudera offers a modern solution that meets the increased needs of businesses for greater scale and analytics with data. Cloudera Data Warehouse is especially perfect for larger companies who need to share many petabytes of data with thousands of users, while still maintaining the utmost security and constant availability.

Cloudera's software has a unique system and tools that are specifically made for design, operations, and more. Their platform encourages collaboration with self-service data that's always on-demand. It's also accessible by employees of varying levels of expertise in data analytics, making for a more diversified experience.

6. Snowflake

Snowflake is unique -- which is fitting for its name -- in its solution style: data management as a service. Snowflake enables an infinite amount of computing power for an infinite number of users to help you get the insights you need, regardless of the size of your business.

Snowflake's speed is top notch; it can run an entire set of monthly reports in just 45 minutes when it used to take two to three days. It even has its own patented architecture that separates storage and compute to make for a faster, uninterrupted analysis. It can support unlimited concurrency due to the capability of its architecture to run multiple compute clusters at the same time without slowing down. Snowflake offers a variety of pay-as-you-go, upfront, and monthly pricing plans to meet your demand.

7. Adobe Audience Manager

Adobe makes data analysis effortless with Audience Manager, a platform that transforms fragmented data into meaningful, actionable audiences. Adobe Audience Manager easily integrates with your entire marketing stack, which includes the Adobe Experience Cloud.

Audience Manager collects data from endless sources without selling it, so you can feel rest assured that you can shop without bias for third-party sources. All of Audience Manager's core features, including custom data sets, are provided at no additional cost. The platform is transformed with the help of Adobe Sensei, Adobe's AI and machine learning system. You can feel confident that you'll be given the flexibility you need to handle your data analysis however your company wants.

8. Microsoft Analytics Platform System

Microsoft's DMP is easy to install, configure, and integrate to fit your specific needs. AI and security are built into the Microsoft SQL Server 2017, which ensures that you can access reliable data at any time on the cloud. Transform your organization with the combination of data unique to your audiences and data from around the world.

98 of the Fortune 100 companies use Microsoft's SQL Server, making it an easy transition for any large business. You can guarantee that you're getting the lowest price per terabyte out of any other competitor in the industry. Your insights will be delivered at rapid speed using a unique combination of parallel processing and big data integration.

9. SAP HANA Data Management Suite

SAP HANA Data Management Suite helps reduce data sprawl by analyzing data at an increased speed and solving seemingly-impossible business problems about consumer audiences. SAP's data is trustworthy; it offers live data security and privacy and analytics on real-time transactions.

Smart data integration allows for a unified look at your data that makes for a more simplistic process, as well as higher quality data and integration of data from many sources. This product works in public, local, and private clouds, making for a seamless system accessible at any time. SAP HANA helps you find structure and more insights in your chaotic, big data.

10. Oracle BlueKai

BlueKai is the leading DMP in the industry that helps organizations personalize their mobile, online, and offline campaigns for the correct audiences. Oracle BlueKai educates business professionals on the stages of the customer journey and how to target the right consumers at the right points in the journey on the right platforms.

BlueKai helps you increase the effectiveness of your campaigns by understanding what devices and environments your audiences are involved with. You can be sure to get rid of wasted attempts at engagement, focusing, instead, on meaningful, hard-hitting impressions. Your data is compared against billions of online and offline occurrences and Oracle Truth Sets to maintain reliability and freshness.

For more information, read this post on data management platforms and when you need one.

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