But why is a DMP the answer? According to Bob Fair, president of Teradata Marketing Applications, “There is an explosion of digital channels so companies no longer dictate how to interact with customers; the customers dictate how to interact with companies”. The scenario today is that marketers have the access to more digital and offline channels than ever before. With this added challenge a DMP has to be a must in your marketing strategy. The DMP allows you collect and integrate all this data in the most opportune way possible. What makes some DMPs stand out from others is its comprehensive nature and broad scope which allows the expansion to number touch points that consumers interact with. In addition the different execution channels allow for the integration of data insights in real time…