Posted:  February 4, 2017 By:  admin Categories:  Technology Comment:  0
For many years now, companies have been trying to make their Customer Relationship Management systems work for them. They used mailing lists, surveys, bits and pieces of Google Analytics, loyalty programs and old fashioned observation to try to get a handle on who their customers were and what they wanted. It always ended with a patchwork collection of disparate data points and no clear idea of who these customers really were or how they thought. The result was that business owners had to make “best guesses”.

But now, with the advent of Data Marketing Platforms, the guesswork can finally end. Before DMPs, business owners had to clumsily compare and contrast things in their heads (“Is it better to be spending money on advertising or social media? Should I focus my marketing on parents or retirees? If I change my approach, which customer segments are truly affected?”). But that’s a thing of the past. The genius of DMPs is that all of your CRM data is collected for you in one complete dashboard, giving you a full, panoramic view of your customer base, in real time.

Is Twitter or Facebook giving your website more traffic? When is it time to start decommissioning your current ad and begin production on the next one? Which holiday sale generates the most interest in your product? These are the kinds of questions that CRM data alone can’t tell you. For that kind of perspective, you need to see, at a glance, how everything you are doing for your business is working and interacting with each other.

Imagine trying to map out a five-mile radius around your home and you have two available approaches. The first is to walk down the streets with a notepad and attempt to draw that map using only your eyes you, eyeballing how far apart the buildings are from each other, deciding how the roads twist and turn based solely on your movements through them, and making completely random guesses as to the size and context of everyone’s back yard.

The second approach is to get into a helicopter and hover directly above your home and see it all laid out below you. You can see the pools your neighbors have, the exact angles the roads take, and use pinpoint precision to mark those other houses down, even down to their roof color. Which do you think will be the more accurate map?

And just like that helicopter perspective would give you of your neighborhood, DMP also shows you what’s missing. Where are the holes in your marketing plan? Why aren’t you using Facebook to maximum effect?Why don’t you know how well your push notifications are working? Are people buying your product based on your smart advertising and promotions? And most importantly, are your
marketing dollars resulting in that all-important return on investment? CRM alone can’t tell you any of this. In truth, it was never designed to. DMP is designed precisely to give you this full-scope picture.

Now, DMP can’t do it alone. Without the CRM data points and markers, DMPs just sit idle. Like a engine hungry for fuel, DMP needs to be fed. It isn’t about one component being more important than the other. It’s about both; CRM and DMP, working together to give you the broadest; but most user-friendly and understandable; view of your customers as possible. It’s time we all jumped in that helicopter and saw the lay of the land.

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