8 best data management platforms for businesses

Data enables businesses to make informed decisions based on facts and accurate trends. Corporations engage data management services to formulate strategies for handling their information assets. Data management platforms (DMPs) provide the digital infrastructure for implementing the management strategy. These frameworks allow organizations to capture, assimilate, and store various types of information. All DMPs can unify varied data types and help professionals like marketers define accurate audience segments which in turn are helpful in devising better campaigns. The insights provided by the solutions helps in improving the quality of decision making at enterprises. Unification of information elements also helps in breaking down data silos. The benefits of these technological solutions make them an essential part of the information management plan of all organizations. Following are some of the best DMPs that companies can use:

1. Lotame

One of the leading names in the domain, Lotame’s DMP lets users store, categorize, and activate information elements from unlimited sources in real time. They can unite the assets from varied sources to form one flexible entity. This helps in creating better assets which provide which provides valuable insight into the customers’ behavior and demographics. Subscribers can compare their datasets with third-party assets collected from numerous sources by the service. This allows them to refine their insights even more and target niche audience segments.

2. Oracle BlueKai

In 2014, Oracle acquired the prestigious big data platform Bluekai and today Oracle BlueKai is one of the leaders of the industry. This cloud-based solution lets organizations build customized marketing plans for all kinds of traditional and digital platforms. The product helps in generating a better understanding of audience environment and behavior. Users can identify the devices which are contributing the most to conversions and create strategies focused on the device-users. This improves audience targeting and helps save resources as wasted impressions are removed.

3. Adobe Audience Manager

The Adobe Audience Manager picks fragmented information from any kind of source and converts it into a meaningful interpretation. The solution can be used to create rich segmentations which can then be used by other Adobe cloud-based marketing solutions to build better campaigns. The product collects information, generates insights, and activates segments in real time. Organizations can map the entire journey of their customers and address them through relevant messaging. The product fits in easily with the data governance strategy of an enterprise as it is GDPR-compliant and has advanced preference settings to ensure data privacy.

4. Salesforce Audience Studio

A favorite platform of EIM consulting experts, Salesforce offers the Audience Studio DMP to enterprises. Earlier known as Salesforce DMP, the product helps in creating complete profiles by merging information from any type of sources. It uses machine learning and artificial intelligence techniques to define the audiences. This helps in better segmentation which allows brands to target their audiences in an improved manner. Its robust device graph identifies a client’s unique footprint across a range of touchpoints. This enables the solution to deliver relevant and personalized messages to the customers.

5. SAS Data Management

The next name on this list of the best data management platforms is SAS Data Management. Built on top of the powerful SAS platform it is a robust solution for improving, unifying, and governing information assets. The service provides an intuitive user interface with drag and drop functionality making it easy for users to manage their campaigns. There is an integrated event designer which lets users fashion their own management processes. It enables businesses to gather data from legacy systems and Hadoop. Subscribers can synchronize their work with other data flows and then employ SAS technologies to monitor the workflow.

6. SAP HANA Data Management Suite

The leading enterprise application software developer of the world offers the SAP HANA Data Management Suite. The service minimizes an organization’s data sprawl by analyzing assets quickly. The product uses smart integration techniques to unify information collected from different sources. The solution is capable of working on cloud, on-site, multi-cloud, and hybrid environments. This synchronizes all information elements and instances queries can be processed across different cloud types. It provides a set of advanced analytics tools that help in conducting next-generation analytical processing. The service also has the feature of processing data in memory meaning the information and transactions can be evaluated at the locations where they are stored.

7. IBM Db2 Hybrid Data Management

The IBM Db2 Hybrid Data Management is a flexible and scalable platform with multiple deployment options. This highly efficient product claims to have a staggering uptime SLA percentage of 99.99. This solution can be deployed on private or public clouds as well as on on-site systems. The Internet of Things (IoT) technology is embedded in the architecture of the platform enables fast analyses. The service is compatible with all popular operating systems like Windows, Linux, and Unix.

8. Relay42

Relay42 is an AI-based service which lets users manage disparate elements from a central location. They can generate independent profiles based on real-time analysis of customer behavior. Integration of artificial intelligence technology helps in making accurate predictions and generate dynamic personalized messages. Its intelligent journey organization technology maps the entire route taken by a customer which helps in improved targeting and composing relevant messages. These messages can be delivered across all touchpoints, therefore magnifying their impact. The service offers a variety of industry-specific models which can adapt with any kind of business environment.


Data management platforms are necessary for enterprises as they help in consolidating information and facilitate a better understanding of customer behavior. Organizations can use these solutions to create better messages and target their audiences more effectively.

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