Explaining the Difference Between CRM and DMP
Simone Blakers is the subject matter expert who facilitates Digital Marketing Certificate. This video is an excerpt from one of her lectures.
The 10-week course runs twice per semester and is available online through ADMA's IQ Learning Lab. It is a blend of on-demand lectures and tutorials that you unpack each week with Simone and during weekly tutorials which features some of Australia's top CMOs. Register now.
What is the difference between CRM and DMP?
Video Transcript
Simone Blakers: So here we've got out DMP on the right. This is where we've got cookies, and de-identified and anonymous data going on. We've got these abilities through all these channels on the right to look at behavioural data, and identifiers that are actually really important for retargeting and personalisation. But we don't yet have personally identifiable information. So on the right is usually the domain (DMP) of your media agency.
On the left here is our CRM; this is the data we know within our business. It can have postal information, email, phone numbers and contact information etc. Many systems are now bringing this together in a way that a customer data platform enables you through thinks like federated IDs, to actually match the data and to have a more unified view of the full customer journey, and the holistic customer behaviour.
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