Post by wekeve7933 on Dec 5, 2023 2:20:46 GMT -5
When it comes to data and customer relationship management, it is not always easy to navigate as acronyms and techniques have multiplied in recent times. CRM, DMP, CDP, etc .: so many solutions and concepts around customer data that it may be useful to take stock of, even for the most seasoned in data...
If the acronym CDP, for Customer Data Platform , is gradually Whatsapp Number appearing within Marketing Departments, it is striking as the distinction is not always clear with the already well-established concepts of the Data Management Platform. It is true that CRM, CDP and DMP offer the same promise around the construction of a single customer vision. However, they refer to different notions to help marketing teams deliver more relevant customer experiences in the face of an increasingly diffuse consumer journey. This article therefore offers you a step back to demystify and better understand the scope of these different tools. From CRM to CDP: to understand the present, it is often necessary to know the past. The first “ central ” customer vision led to the emergence of CRMs in the 1990s. In fact, the CRM served as a memory and centralized offline customer data. It was rather used for call center management. The rapid development of the web and email in the 2000s led to the emergence of “ Emailing databases ”, intended to manage personal and behavioral information around the email address: subscriber to the newsletter, opener, clicker, etc.
It quickly became necessary to centralize all data around the individual (offline and emailing) in a CRM 360 to optimize marketing campaigns. Anonymous web browsing data (cookies), for their part, are processed in another tool, the DMP, based on a technology capable of ingesting a billion browsing data from unknown visitors (reconciled around the cookie), there where CRM 360 centralizes the data of known individuals arranged in a structured manner (generally reconciled around the email address or postal address), and whose processing capacity corresponds more to a few million lines. Historically, the characteristic feature of the DMP is clearly that of the media. It is mainly used to create audience segments and activate them via display banners. In 2014, Media DMPs began to integrate some CRM data but without much success…
If the acronym CDP, for Customer Data Platform , is gradually Whatsapp Number appearing within Marketing Departments, it is striking as the distinction is not always clear with the already well-established concepts of the Data Management Platform. It is true that CRM, CDP and DMP offer the same promise around the construction of a single customer vision. However, they refer to different notions to help marketing teams deliver more relevant customer experiences in the face of an increasingly diffuse consumer journey. This article therefore offers you a step back to demystify and better understand the scope of these different tools. From CRM to CDP: to understand the present, it is often necessary to know the past. The first “ central ” customer vision led to the emergence of CRMs in the 1990s. In fact, the CRM served as a memory and centralized offline customer data. It was rather used for call center management. The rapid development of the web and email in the 2000s led to the emergence of “ Emailing databases ”, intended to manage personal and behavioral information around the email address: subscriber to the newsletter, opener, clicker, etc.
It quickly became necessary to centralize all data around the individual (offline and emailing) in a CRM 360 to optimize marketing campaigns. Anonymous web browsing data (cookies), for their part, are processed in another tool, the DMP, based on a technology capable of ingesting a billion browsing data from unknown visitors (reconciled around the cookie), there where CRM 360 centralizes the data of known individuals arranged in a structured manner (generally reconciled around the email address or postal address), and whose processing capacity corresponds more to a few million lines. Historically, the characteristic feature of the DMP is clearly that of the media. It is mainly used to create audience segments and activate them via display banners. In 2014, Media DMPs began to integrate some CRM data but without much success…