Most modern database management systems depend on a programming language that lets you access, update or delete the data in the database tables. The programs access the data through SQL queries to the database. For example, a web page can obtain and display data on products stored in the organization’s database such as prices, photographs and descriptions. Unfortunately, many traditional databases are not versatile enough to handle many important tasks brands face when managing data. This is one of the reasons that they have started using data management platforms (DMPs) instead.
Demand for DMPs has surged in recent years. Digital Journal estimates that the market is worth $3 billion, which is over a 400% increase from just a decade ago.
Benefits of Using a DMP Over Traditional Databases
Database information can be easily accessed if the web server software is connected to the relational database manager. However, accessing certain data can be difficult, especially if multiple queries need to be processed at once. This is one of the biggest benefits of DMPs.
DMPs make it easier to create strong relationships between data. One of the main functions of a good DMP is to allow different tables to relate to each other in more nuanced ways than traditional databases do. For example, if one table contains information about product sales and another has data about employees, both tables can be conjoined to joint information in the most systematic way. This makes it possible to obtain statistics on sales by salesperson. You may ask yourself, why do you need DMP software, with everything else you have to spend money on; it’s worth learning about it before choosing to invest in it.
You can use a DMP to easily enter, modify or delete information. Connecting programs to the DMP makes the process infinitely more efficient. It is relatively easy to search and access information within even the largest database, as long as you have a DMP with exceptional Hadoop capabilities. According to Oracle, DMPs are great for many functions, especially marketing.
Choosing the Right DMP Solution
There are many types of DMPs. They are based on the following types of traditional database managers:
- Relational database manager. Although it is not the most efficient manager, it is one of the most popular nowadays due to its simplicity. Data is generally stored in tables and data from different tables can be related.
- Flat file database manager. It is one of the simplest database managers. They are available both in binary format and in a format that a human can understand. This type of manager is ideal for maintaining the configuration of the software.
- Hierarchical database manager. It is based on the father-son tree model. It is very good in systems where descriptive information such as characteristics or attributes is stored, for example for information in the form of verses, songs, recipes, etc. However, they are not effective in real-world operations.
- Networked database manager. It is a very flexible manager. A few years ago was very popular, but in the business world is used less and less, because the search for a particular data is very complicated, because the system must go through the entire set of data…
- Object-oriented database manager. This manager is widely used in object-oriented programming, where the data and attribute function as a single unit.
You need to choose your DMP carefully to ensure it has the functionality that you need. Make sure you understand the underlying content and database management structure first.
