Taming vocabulary in the world of marketing data management tools

  • Share   
Customer Data Platform

Taming vocabulary in the world of marketing data management tools

1024 536 Dialog Insight

 

Among the best known, there are CRM, ERP and CMS … while in the newer era, there are the DMP, CDP or MDM. Do you also lose yourself in this vocabulary and this changing framework that marks the evolution of marketing?

If so, do not worry. There are important differences between these tools which, in the end, are of great help to marketing experts. In fact, to help you unravel everything, we present an article that compares and differentiates the tools most often confused with each other.

To make things simple, let’s start with the best known ones.

 

CRM versus ERP

To better understand the differences, let’s begin by outlining who the people affected by these two systems are. The main users of Customer Relationship Management (CRM) systems are in the sales, marketing and customer service departments. They are in contact with the customer and prospects.

In contrast, ERP users focus on the process and logistics of the entire enterprise. Indeed, the ERP allows the rapid sharing of standardized information in all departments, be it production, accounting, R & D, etc. Thus, all employees enter information into the ERP system so as to create an overall picture of the organization in real time.

The goal of an ERP is the automatic reporting of anomalies in connected systems. For example, a problem in one area of ​​the organization will automatically create alerts in other affected area(s). This way of functioning can be implemented in both reactive and predictive modes (which is desired). This allows the company to focus on data rather than operations, since ERP provides a method for streamlining business processes as a whole.

At the feature level, CRM systems must support the following business processes:

  • Qualification of prospects
  • Forecast and sales cycle management (including demos and call planning)
  • Quote generation and order configuration
  • Confirmation of orders and execution
  • Establishment and termination of the contract
  • Account management in progress
  • Renewals of contracts and orders

In fact, CRM has grown to include all areas of the customer experience. It supports customer satisfaction to build loyalty. It also helps identify growth opportunities in the customer portfolio of organizations.

To conclude on these two tools, we can say that CRM and ERP come to intersect, leading to even being fully integrated. In fact, both systems come to talk to each other when what comes out of the CRM must be an entry into the ERP system. To express this integration, let’s think of CRM users who get read-only access to ERP, to view the orders shipped, the due dates, their monthly sales, their customer requests to the support team, and so on.

 

CDP compared to a CRM

The Customer Data Platform (CDP) is one of the emerging software categories in the field of marketing. It can be defined as a tool who assembles a set of real data about your audience that can be activated for use cases throughout the customer journey : acquisition, engagement, conversion and retention. There are no restrictions on the types of data you can collect. In addition, the segmentation is done in real time and is independent of the channel used to ensure flow in the data stream. Ultimately, CDPs will solve one of the biggest problems for today’s specialists in the field – getting a single view of the customer in order to work with the data.

In simple terms, CDPs collect customer data from multiple channels, and connect them on these same channels. This allows you to identify an individual as the same user, whether on your blog, on Twitter, or on a landing page. Marketers can then use this database to create a single view and track the journey of the customer, subscriber or lead.

The CDP is often compared to a CRM, which at first glance seems to do the same thing. Nevertheless, it is not the case. Let’s see why.

Firstly, there is some confusion as to the exact nature of a CDP platform and its place in the world of current technologies. A Gartner survey found that 47% of marketers already reported using a CDP, and 19% were looking for one (2017). When we look further, it seems that these famous CDP are rather advanced automation platforms, or CRM. Let’s see how to differentiate them. There are 3 main differences:

  1. Omnichannel is possible

CRMs are great software because they track the interactions of your customers and prospects with your sales team. If well organized, they accumulate a ton of client information, but especially on how to develop each account. However, a CRM cannot identify a customer who is not already somewhere in your database.

This is where a CDP shows its biggest advantage. Whether you are collecting data from a loyal customer or an anonymous new visitor, a CDP can identify them. This ability is what creates the unique view of a journey, form an anonymous visitor to a client. There are no more unidentified data points for anonymous visits; they are all accounted for.

  1. Unified client referential

CRM focuses primarily on customer transactions. It collects information about calls, e-mails, purchases, etc. These data points are sometimes identified separately, even if it’s the same client. This can occur because a CRM is not designed to handle multiple types of data, which often duplicates customer information.

With a CDP, the data remains unified. They are designed to handle multiple types of data from a wide range of external sources. Thus, customers are always identified, regardless of the channel used. In other words, the data is never duplicated, because the database can function with multiple ID.

  1. No need for programmers

The management of a CDP can be summarized in one word: simple. One of the conditions to be qualified as a CDP is that it has to be manageable by marketers. Although IT will be part of the initial implementation, marketing specialists should be able to manage it later. This contrasts with a CRM, which requires IT services for configuration and management because the databases are much more complex.

 

CDP compared to a DMP

Another often confusing term with the CDP is the Data Management Platform (DMP). However, there are also differences between these systems. In fact, we can name four.

  1. The function

The DMP is a unifying platform that collects and organizes audience data from multiple sources, including online, offline, mobile, and others. This is the essence of data marketing, as it stores them and allows businesses to obtain unique information about audiences.

However, it is difficult to use them effectively since they are in raw form. They must be sorted and converted to be usable, at least to understand what is before our eyes. And that’s where the major difference lies with the CDP. It connects multiple platforms so marketers can use their audience data whenever and wherever they want. Remember that a CDP must be easy to use by marketers, so it must structure the data more easily than a DMP.

  1. User profiles

This second difference is quite technical, but is also worth exploring. User profiles for DMPs are focused on segmenting and categorizing customers and rarely last more than 90 days, depending on the lifetime of the cookie. Since the data is anonymous, the DMPs make a selection based on several field values ​​called probabilistic matches.

CDPs, in turn, eliminate uncertainties and perform data selection based on specific customer IDs. Since there are correspondences that are consistent over a set of data, it is called a deterministic match.

To illustrate these two aspects, let’s say that the CDP integrates data in and offline to create targeted marketing campaigns. It also allows a predictive dimension according to the cumulative information. On the other hand, the DMP can only provide an anonymous public for the creation of online ads. In fact, where CDPs are focused on all aspects of marketing, DMPs are designed specifically for advertisers and agencies to improve ad targeting.

  1. Types of operating data

CDP and DMP deal mainly with three types of data; first, second and third party data.

Personal data (primary source) is collected directly from individuals who have interacted with the company’s website or application. They can also be generated from a CRM, purchase transactions or registration for communications. Second-party data is that which is collected or purchased from another company. Third-party data is obtained from a collection of different sources. This last level is the main target of the DMP. It works with anonymous tags, such as IP addresses and cookies.

On the other hand, the CDP targets data from all levels. With this global view, he seeks to identify, at a certain time, an individual by name, an e-mail address, a postal address or a contact number. No matter the ID, it can and will be stored in the CDP database in a structured way.

  1. Data capture

Finally, DMPs are useful for capturing generic data, such as noting when a user has visited a website, the pages they have viewed, and how long they have been on the page. CDPs can go further in this analysis to determine if the same user can be converted to a client, or to understand which content is suitable for the client based on data stored in their profile.

As a result, CDPs store historical data, making them capable of capturing customer communications, product or service transactions, and more. With this, they can use, for example, automatic intelligence to associate data with customer behavior. CDPs also have the advantage of accessing Facebook, Google, etc. ads, and can even integrate data with DMPs.

 

CDP versus automated marketing

Finally, the last big difference between the concepts to cover is the one that connects CDP to automated marketing. It must be understood that CDP is the natural evolution of automated marketing. Here’s what you need to remember.

Magnitude of data and data sources.

It is no longer enough to just collect data on a few channels in order to trigger a series of automated actions. On the contrary, we must move to the concept of CDP, which extracts data from all sources of an organization. They come from the web, online channels, customer profiles, store data, call centers, and more. Connecting this is the breadth of data that can move marketing to the next stage. In fact, it allows your points of contact to provide real personalized experiences. How?

By transforming data into information

Automated marketing aims to manage campaigns based on the data you have collected and stored. The aim of the CDP is to generate insight by creating more and more targeted campaigns without the marketers having to interfere in the process. That’s how customer experiences get richer. It is also about taking advantage of the data and using it to inform all strategic decisions. To get there, you have to move on to the next point.

Real-time personalization 

Automated marketing has successfully established links with certain channels, primarily email, to conduct targeted campaigns. On the other hand, the goal of the CDP is to offer real-time customization. As an example, if a VIP client arrives on your website, it would be ideal to know and modify the customer experience accordingly, with textual content, images and layout. Thus, all points of contact of an organization adapt at all times, and leads to a 1 to 1 approach.

Transform multiple products into one

With all this, a CDP can replace an automated marketing platform, email sending platform, as well as landing page creation, monitoring, but also a badly or untapped marketing database. It’s really a global tool that improves marketing intelligence on many levels!

 

To wrap it up

The technological universe continues to grow. Nothing scares me more than one of those famous images that gather all the marketing tools by category. There is enough to make your eyes bleed just by looking at it! However, it’s inevitable. In fact, the marketing of tomorrow is more and more oriented towards the customer, the personalization and the predictive. To get there, data will be king and queen of the ball.

YOU WILL ALSO LIKE

Débutant

Vous êtes nouveau sur Dialog Insight ?

Cette formation vous apprendra les notions de base afin de pouvoir lancer vos premières campagnes et être efficace rapidement.

Contenu de la formation DÉBUTANT
Débuter avec Dialog Insight Éditer des courriels
Optimiser la livraison de courriels          Segmenter et cibler des contacts (1 de 2)
Gérer les données clients Analyser les résultats d'une campagne
Préparer une campagne  

Durée : 2,5h
Lieu : en ligne ou en entreprise

M'inscrire à cette formation

Campagnes

Vous êtes responsable des campagnes ?

Ce parcours marketing vous aide à peaufiner vos envois et à optimiser vos résultats.

Contenu de la formation CAMPAGNES
Optimiser la livraison de courriels Personnaliser les contenus
Préparer une campagne Utiliser le marketing social
Gérer une librairie d’images Utiliser les tests A/X
Éditer des courriels Inspecter le rendu et les variantes du message
Envoyer des SMS et notifications mobiles      Analyser les résultats d'une campagne
Segmenter et cibler des contacts (1 de 2)  

Durée : 2,5h
Lieu : en ligne ou en entreprise

M'inscrire à cette formation

1 à 1

Les stratégies de personnalisation vous attirent ?

Découvrez les étapes de mise en place d’un marketing personnalisé et ciblé ainsi que son utilisation en temps réel.

Contenu de la formation 1-à-1
Créer une libraire de contenus Personnaliser selon le cycle d’achat
Développer des campagnes automatisées Segmenter et cibler des contacts (1 de 2)
Créer des scénarios déclenchés par des actions en temps réel (triggers) Segmenter et cibler des contacts (2 de 2)
Personnaliser les contenus Inspecter le rendu et les variantes d'un message
Dynamiser le contenu (ex : recommandations de produits)  

Durée : 2,5h
Lieu : en ligne ou en entreprise

M'inscrire à cette formation

Analytique

Vous cherchez à comprendre vos résultats ?

Apprenez à analyser vos résultats, à connaître vos clients et à utiliser l’intelligence d’affaires pour offrir des contenus pertinents.

Contenu de la formation ANALYTIQUE
Identifier les meilleures sources d'acquisition Évaluer le rendement
Suivre les visiteurs sur un site web Sonder la clientèle
Explorer le cycle et les intérêts de la clientèle Utiliser les tests A/X
Définir des règles de scoring et des personas Analyser les résultats d’une campagne

Durée : 2,5h
Lieu : en ligne ou en entreprise

M'inscrire à cette formation

E-Commerce

Vous avez une boutique en ligne ?

Ce parcours vous aide à offrir une expérience client enrichissante à vos acheteurs et à augmenter vos revenus de ventes.

Contenu de la formation E-COMMERCE
Combiner marketing et E-Commerce Évaluer le rendement
Développer des campagnes automatisées Ajouter des données au profil du client
Personnaliser selon le cycle d’achat Créer une librairie de contenus
Dynamiser le contenu (ex. : recommandations de produits)  

Durée : 2,5h
Lieu : en ligne ou en entreprise

M'inscrire à cette formation

Génération de prospects

La génération de prospects qualifiés est un défi pour vous ?

Utilisez des stratégies web performantes pour acquérir de nouveaux prospects et augmenter vos taux de conversion.

Contenu de la formation GÉNÉRATION DE PROSPECTS
Développer des pages de destination Créer des processus d’affaires intelligents
Faire l’acquisition et la mise à jour de contacts Sonder la clientèle
Ajouter des options interactives aux formulaires Identifier les meilleures sources d’acquisition

Durée : 2,5h
Lieu : en ligne ou en entreprise

M'inscrire à cette formation

Admin

Vous êtes responsable de l’implantation ?

Ce parcours vous apprendra à configurer la plateforme, à gérer les utilisateurs et à synchroniser vos données.

Contenu de la formation ADMIN
Débuter avec Dialog Insight Personnaliser l’expérience utilisateur
Configurer Courriel, SMS et notifications mobiles Gérer les données clients
Développer un marketing distribué Optimiser la livraison de courriels
Définir les règles de sécurité et d’accès Ajouter des données au profil du client
Synchroniser les systèmes  

Durée : 2,5h
Lieu : en ligne ou en entreprise

M'inscrire à cette formation

Beginner

You are a new Dialog Insight user?

This training course will show you all the basics to get you going quickly and send your first campaigns.

BEGINNER – Training outline
Get started with Dialog Insight Edit emails
Optimize email delivery Segment and target contacts (1 of 2)
Manage client data Analyze campaign results
Prepare a campaign  

Duration: 2.5h
Location: Online or onsite

Enroll me

Campaigns

You are in charge of campaigns?

This training course will help you polish your messages and optimize your results.

CAMPAIGNS – Training outline
Optimize email delivery Personalize content
Prepare a campaign Take advantage of social marketing
Manage an image library Use A/X testing
Edit emails Validate message previews and variants
Send SMS and push notifications Analyze campaign results
Segment and target contacts (1 of 2)  

Duration: 2.5h
Location : Online or onsite

Enroll me

1 to 1

You want to know all there is about personalization?

Discover how to implement a personalized and targeted marketing campaign, and how to use it real-time.

1 TO 1 – Training outline
Create a content library Personalize content based on buying cycle
Develop automated campaigns Segment and target contacts (1 of 2)
Trigger scenarios based on actions Segment and target contacts (2 of 2)
Personalize content Validate message previews and variants
Add dynamic content (such as product recommendations)  

Duration: 2.5h
Location : Online or onsite

Enroll me

Analytics

You are looking for answers in your results?

Learn how to properly analyze your results and better understand your clients in order to offer more appropriate content.

ANALYTICS – Training outline
Find the best acquisition sources Estimate ROI
Track website visitors Get client feedback
Explore client cycles and interests Use A/X testing
Define personas and scoring rules Analyze campaign results

Duration: 2.5h
Location : Online or onsite

Enroll me

E-Commerce

You have an online store?

This training course will help you offer buyers the best possible client experience, as well as increase your sales revenue.

E-COMMERCE – Training outline
Combine marketing and E-Commerce Estimate ROI
Develop automated campaigns Add data to client profiles
Personalize content based on buying cycle Create a content library
Add dynamic content (such as product recommendations)  

Duration: 2.5h
Location: Online or onsite

Enroll me

Lead Gen

Generating qualified leads is your everyday challenge?

Use efficient web strategies to acquire new leads and increase your conversion rate.

LEAD GENERATION – Training outline
Develop landing pages Create intelligent business workflows
Acquire and update contacts Get client feedback
Add interactive options to forms Find the best acquisition sources

Duration: 2.5h
Location: Online or onsite

Enroll me

Admin

You are responsible for implementation?

This training course will teach you how to configure the platform, manage users and synchronize data.

ADMIN – Training outline
Get started with Dialog Insight Personalize user experience
Configure emails, SMS and push notifications Manage client data
Develop distributed marketing Optimize email delivery
Define access and security rules Add data to client profiles
Synchronize systems  

Duration: 2.5h
Location: Online or onsite

Enroll me