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The Role of CRM in Data-Driven Advertising

Why CRM matters in digital marketing (a lot!)


In today’s advertising ecosystem, it’s never been more challenging for marketers to deliver the right message, at the right time, through the right channel. Channels have changed (in fact, they’ve multiplied), and data has never been more important than in this age in which the customer wants to be reached according to his or her own rules, not the advertiser’s.

If a brand’s objective is to grow loyalty from its best customers, CRM is means for understanding how to accomplish this, particularly as customers increasingly shop across different devices, different channels and at different times. Words like online and offline are quickly losing their meaning, just like mobile versus desktop. Convergence is upon us, and these days, digital marketing is all about being accessible, engaging and relevant for the customer.

To achieve that, you need to know how and when and where best to reach your customer. Back in the day, it was a lot easier to understand the folks you were trying to advertise your product to. CRM was originally established as part of the offline world, after all. But given how the market has evolved from physical to digital, with the number of digital channels increasing through time, today’s marketers are now faced with new challenges: fragmented datasets and siloed data are seen as an obstacle to CRM innovation.

To overcome this, departments across CRM, marketing, business intelligence and e-commerce are now working together more closely and with more transparency, in an effort to gain a 360-degree view of the customer. This report, commissioned by Sociomantic and reported by Econsultancy, aims to answer some of the biggest questions raised about the state of CRM in digital marketing today:

  • What types of CRM segmentation and personalisation are being used for online marketing?
  • What role does CRM play in cross-channel marketing?
  • Which CRM technologies and tools are businesses choosing to invest in?

The Role of CRM in Data-Driven Advertising answers this, helping businesses to better understand and implement CRM strategy into their digital marketing. Featuring comments from senior-level executives working in e-commerce, digital and marketing departments, from fashion retailer AllSaints to a leading grocery retailer, the report offers a comprehensive overview how businesses are using customer science to power their marketing.

Want to dig deeper into CRM and learn best-practice from leading brands? Download the report here.