One of the main trends in automation is the collection of customer data. If managed correctly, this can significantly improve business performance. Structuring data collection and analyzing it enables companies to attract and retain customers effectively, meet their needs, monitor the quality of collected data, and increase profits.
As businesses grow, so does the volume of data that needs to be processed and preserved. Tools such as the following come to the rescue:
- CRM systems
- CDP systems
- DMP systems
The difference between these platforms lies in the type of data they collect, the sources they use, and how they benefit the business environment.
For example,
DMP (Data Management Platform) helps companies set up advertising strategies and reach specific audience segments. Services offering advanced analytics and reporting tools are suitable for this purpose, such as Adobe Audience Manager and Oracle BlueKai.
CDP (Customer Data Platform) creates continuously updated customer profiles that are constantly enriched with new information. They typically store the entire digital history of a client: interactions with content, sessions on apps and websites, as well as information about visits to offline events and stores.
The primary goal of CDP is to provide a unique user profile for better understanding and delivering personalized service experiences, as well as improving engagement. Notable services include Rontar, RetailCRM, and MindBox.
A CRM system (Customer Relationship Management) is used to manage potential and current clients, as well as plan future communication with them. It collects less information than other systems but retains only data related to direct company-client interactions. In a CRM system, you can store details of various interactions: support requests, previous purchases, records of phone calls with managers or voice robots, chats with chatbots.
Examples of such tools include Bitrix24, amoCRM, and Zoho CRM.
If you learn to properly collect and store the data you receive, you will be able to transform your business into a successful, customer-oriented, and growing product.