The CRM is unable to recognize the customer in the different touchpoints with the company . It records the interactions but then the work of “cleaning” the data must be done manually. , to independently reconstruct a behavior from the sum of the interactions. This operation is instead carri out by the CDP.
The CDP (customer data platform) tracks
Interactions even over a long period of time and is thus able to reconstruct user behavior and identify any recurring patterns.
In this way, it is able to offer fundamental information for an accurate description of the customer journey . If a user, for whatsapp data example, saw the product on social mia, brows the company website but then complet the purchase after a few weeks in the store, the CDP is able to reconstruct the entire path.
Data Capture
The biggest difference in data acquisition between the two tools concerns the information that comes from offline. A customer in his journey to purchase also performs actions outside the internet; for the company it is very important to be able to Ĉu Komenci Franĉizan Komercon estas Maniero por Vivi? reconstruct these moments as bbb org well to have a complete picture of the situation.
CRM cannot collect offline information, CDP instead tracks it . Even over a longer period of time, thanks to the identity data acquir, such as email, address or phone number, CDP can reconstruct the customer journey, online and offline.
Duplication of information
If, as previously mention, the CRM records data and interactions individually, without creating connections, there is a risk of duplication of the data or user . Within this system, a lot of information is add that must then be analyz and “clean”.
CDP, on the other hand, was creat to aggregate data through machine learning. For example, a CDP is able to attribute different actions to the same user even if they make different registrations (email address, loyalty card, purchase receipt) with slightly different names.
Tool Management
This is a very important difference at the organizational and business management level. Typically, CRM requires technical-IT support due to its complexity and daily management. Most of the time, the company IT department manages it. The CDP platform, on the other hand, was creat as a tool dicat to marketing and is structur in such a way as to be manag autonomously .
A tool that brings together information from different departments and channels, with access design for many professionals, must be easier to manage and must offer a user-friendly interface.
Profiling
This last difference highlights the way of identifying and distinguishing the profiles creat . Both CRM and CDP have the known to the company and puts together their actions. CDP, on the other hand, also records unknown contacts, who have had an interaction with the brand or who belong to a segment in line with the company’s public.
