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DMP (Data Management Platform)
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DMP (Data Management Platform): Tool for collecting, centralizing and organizing audience data from multiple sources (web, CRM, media, etc.), mainly for advertising targeting and personalization.
In a CRO (Conversion Rate Optimization) logic, the DMP plays a key role in facilitating fine-grained user segmentation and enabling theactivation of A/B tests targeted at specific segments. It enables marketing teams to tailor experiences according to visitor profile or behavior, optimize user paths, and measure the impact of these personalizations on business KPIs.
By combining behavioral data and CRM insights, the DMP enhances the relevance of tests and optimization actions, while maximizing campaign ROI.
Similar definitions
RGPD (General Data Protection Regulation)
The RGPD (General Data Protection Regulation) is a European regulation that protects the personal data of EU citizens.
SEO (Search Engine Optimization)
Optimizing a website to improve its visibility and ranking on search engines.
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