DBMS has evolved as general-purpose software. It’s neither sector nor application specific. Large applications have historically provided specialisations through predefined data models that relate to specific sectors, but now DBMS can be very targeted at a particular facet of operation. While many organisations will have a ‘master’ data repository, which could be classified as a DBMS, there will also be data lakes, data warehouses etc. that fulfil this requirement.
Therefore, it is becoming more common for a DBMS to have a specific role, such as:
Data Management Platforms (DMP)
The primary role of a DMP is to cp number philippines access data and provide it to other systems, usually in an anonymised format. DMPs also organise the data to create audiences for personalised targeting, providing a tailored marketing journey.
Customer Data Platforms (CDP)
CDPs provide a wide range of capabilities, which include:
Interaction with delivery platforms
Always-on customer profiles
Marketer focused
Unified persistent customer profile across systems and touchpoints
Fully connected
Reporting
A common use of DBMS is to provide structured information in a predictable and timely manner to a variety of different reporting platforms.
Campaigning/Communications
It’s also common to have DBMS capabilities built into campaign management systems used for communicating with customers and prospects. Some of these can be very sophisticated.