DMA: Data and Marketing Association
Consumer Help

New Rules of Engagement: Mastering the World of Data with DMPs


As the digital marketing landscape evolves, device fragmentation and always-on connectivity create rich, new opportunities involving data. Most marketers are aware that first-party data can be powerful fuel to drive the most profitable digital marketing strategies. But the amount of first-party data – and the audiences that organizations can reach with it – are finite. To expand the pool of potential buyers, marketers need to augment their first-party data assets with third-party data.

To do this, marketers are implementing data management platforms (DMPs). Through a centralized DMP, this potent concoction of first- and third-party data delivers a one-two marketing punch that gives a panoramic view into the interests, preferences, affinities and behaviors of customers and prospects alike.

Tune into this session to learn all about how DMPs effectively help marketers:

  • Attract new customers and retain existing customers in a highly targeted manner at scale
  • Drive more revenue out of digital marketing efforts
  • Understand where and how to optimize media



Venu Koganti

Head of Go-To-Market for Oracle DMP
Oracle Data Cloud

Venu Koganti is Head of Go-To-Market for Oracle DMP at Oracle Data Cloud. In his current role, he’s responsible for signing up new Oracle DMP customers across all verticals and ensuring they are set up for success. Throughout his career, Venu has a demonstrated history of working with Cloud Solutions in the Marketing and Advertising industry with a strong background as an executive in Sales, Sales Engineering, Enablement, and Services. Prior to Oracle Data Cloud, Venu was the VP, Retail Sales at Nielsen Marketing Cloud. He was responsible for developing the go-to-market and enablement plans for the core Nielsen Sales team supporting Retail on DMP, programmatic marketing, and cloud solutions. Prior to that, Venu was with Salesforce.com for more than five years as an RVP, where he held Sales leadership positions in Data, Analytics, and Marketing Cloud businesses.

Venu holds an M.B.A. from Columbia Business School and a bachelor’s degree in Computer Science from the National Institute of Technology. He resides in New Jersey with his wife and two boys. When Venu finds the time, he enjoys playing tennis with his sons and a glass of red wine.

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