We will also show you how you can use the
Operational and analytical CRM When we talk about CDP as well as marketing, sales and service clouds, we are talking about solutions that serve customer relationship management (CRM), i.e. the company’s consistent alignment. with its customers We will also show you how you can use the and the systematic design of customer relationship processes. In B2C in particular, we distinguish between two types of CRM: Operational CRM Analytical CRM By operational CRM we mean all activities and systems that have the main focus on supporting and implementing marketing,
Sales and services
The main purpose of analytical DB to Data CRM is to eliminate data silos. In addition, analytical CRM can usually also support real-time interactions with customers because it has a 360° customer view in real time. So on the one hand we have the implementation CRM and on the other hand the data CRM. What type can the cloud solutions and the CDP be assigned to?
An absolutely clear demarcation and classification is rather difficult. The different tools often have overlapping functionalities. For example, there are CDPs that have campaign management similar to that of a marketing cloud (e.g. RedPoint Global, RedEye or Agilone).
But if you look at the main
Focus of the tools, then in our view Phone Lead marketing. Sales and service clouds can be assigned to operational CRM, while a CDP belongs more to analytical CRM. Advantages of CDP from a data perspective. How does the different focus of the solutions become noticeable in daily use? Let’s take the Marketing Cloud as an illustration.
Linking individual solutionsIn particular, the marketing clouds of large providers such as Adobe, Salesforce, Oracle, etc. are usually a combination of purchased individual solutions. Adobe, for example, combines marketing and Experience Cloud includes Omniture (online marketing and web analytics),
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