Today, consumers interact with brands across multiple channels. This gives brands a multitude of opportunities to collect more customer data and use it to enhance customer experiences. Unfortunately, this data gets stored in departmental and functional silos, and brands seldom utilize this data to their utmost potential. Although we often read articles along the lines of ‘we live in the data economy’ or ‘data is the new oil,’ it stands true only for organizations that manage their customer data effectively. That's why our latest webinar series is designed to help you understand and establish a key link in the larger conversation around better leveraging organizational data – including of course customer data – to drive profitability and differentiated customer experiences. In this session (https://youtu.be/VPQC5-gQJ4Q) you will learn: - How a CDP can be relevant to your business? - Use cases on effective applications of CDPs to achieve desired results

1. CDP VS CRM: WHAT’S
THE DIFFERENCE?
October 2020

2. CDP 4-part series

3. Check Out Our Previous Series

4. Isn’t a CDP Just a Fancy Database?

5. Isn’t a CDP Just a Fancy Database?
CUSTOMER

6. Isn’t a CDP Just a Fancy Database?
CUSTOMER
DATA

7. Isn’t a CDP Just a Fancy Database?
CUSTOMER
DATA
PLATFORM

8. Definitions?
CDP
“a marketer-managed system that
creates a persistent, unified
customer database that is
accessible to other systems”
David Raab, founder of the Customer Data Platform Institute

9. Definitions?
CRM
“technology for managing all your
company’s relationships and
interactions with customers and
potential customers.”
Salesforce

10. Isn’t a CDP Just a Fancy Database?
CUSTOMER
DATA
PLATFORM

11. Too Much Repurposing
Just because something uses a
database, doesn’t mean it is a
database

12. CRM - The Sales Funnel!

13. CRM has evolved though...
B2B

14. CRM has evolved though...
B2B + B2C

15. CRM has evolved though...
B2B + B2C
Sales 1:1 Support>

17. Who owns?
CDP
Marketing
CRM
Sales org (+ services org?)

18. What Does a CDP Need To Do?
Identify the same
customer
everywhere that
person engages
Be able to answer
the questions
Marketers need to
ask
Connect to, and
serve data to
customer-facing
engagement
systems
1 2 3

19. CUSTOMER DATA PLATFORM
Digital
Advertising
Outbound
Marketing
Call Center
Website Personalization
POS &
Ecommerce
Email
Call Center
Website
Third Party
Data Append
CRM
CDP - Much More Than Just a ‘Database’

20. What data?
CDP
Known & Anonymous
CRM
Known

21. Other Examples
DMP
A DMP works on aggregated data -
driven by cookies and 1st to 3rd
party data to segment and build
audiences.
Mainly used for advertising.

22. Other Examples
MARKETING
AUTOMATION
Marketing Automation platforms
can easily store PII and individual
data, but their primary use is for
outbound comms.
It is an execution platform.
Known only.

23. CUSTOMER DATA PLATFORM
Digital
Advertising
Outbound
Marketing
Call Center
Website Personalization
POS &
Ecommerce
Email
Call Center
Website
Third Party
Data Append
CRM
CDP - Much More Than Just a ‘Database’

25. The Right Tools For The Right Job?

27. CDP 4-part series