While marketing jargon is not always easy to understand for the uninitiated, acronyms and new technologies are multiplying within marketing departments. While CRM (Customer Relationship Management) is now widely accepted in everyday language, DMP (Data Management Platform) and CDP (Customer Data Platform) are still special cases. However, behind these three letters lies a common desire: to collect, store and analyze data relevant to the company's activity and more particularly customer relations. This data will be used to sell better, create better offers, qualify prospects and create a new customer experience. However, there are many nuances and differences between these systems and tools.martech. Explanations.
CRM (Customer Relationship Management): the common ancestor
This solution existed before the advent of big data and the democratization of new technologies. Used in B2B, CRM is an old solution, but one that has evolved over time. It is a tool for centralizing customer argentina mobile database data information, mainly used by call centers and salespeople in the 90s, before gradually becoming digital. CRM should be seen as a kind of internal memory centered on the customer and qualified prospects.
Today, CRM integrates digital data related to campaigns and marketing actions, but it remains a loyalty and interaction tracking tool rather than a lead generation tool. CRM includes data such as the history of exchanges and orders, quote requests, reports of meetings and customer presentations, exchanges of important letters, calls or emails, etc.
It can also be interconnected with an accounting management system to facilitate invoicing and ordering.
DMP (Data Management Platform): the volatile data aggregator for digital marketing
It is a tool that emerged in the 2010s, in response to the challenges of optimizing and streamlining media purchasing. The goal of the DMP is to attempt to reconcile atomized information in a rapidly changing digital landscape. To do this, the DMP integrates and collects data from very different universes in order to segment audiences and refine knowledge of profiles. This data is then used to optimize online media purchases, in order to reach the right person based on the targeted personas. The DMP mainly manages only anonymized data from very diverse sources and belonging to third parties ( third-party data ). It is truly through the emergence of social networks - Facebook in the lead - that DMPs quickly proved indispensable for traffic managers and marketing managers.