The DMP passes a list of user characteristics to the CMS

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It turns out that those clients that the company attracted with the help of the green banner, for some reason czech republic consumer email list left, while the yellow banner attracted a more loyal audience.

2nd Way to Use Data: Learn About Your Customers
Let's take the audience of the insurance company AXA as an example. It consists of the following segments:

Elderly people looking for investments - 25%
Youth at risk - 21%
Educated families who want to protect themselves - 15%
Young men and sports enthusiasts - 10%
People who use the internet little and those who hide cookies - 9%
Young women who start a family - 7%
Active and responsible men - 7%
Car enthusiasts - 4%
Young women and cooking enthusiasts - 3%
Within each group there is its own segmentation, its own patterns of behavior and motivation.

3rd way to use data: analyzing customer behavior across devices
For this you can use:

Deterministic matching
Probabilistic matching
4th way to use data: personalized interaction with users
With the help of data, you can, for example, determine what message to show to the user. Users interact with the site, and the DMP collects information about their behavior and sets rules regarding page elements. , and the CMS determines the blocks that will be shown to a specific client.