Okay. We know that. There are plenty oftools to manage your marketing campaigns. We had even made it an article some time ago. Some tools present themselves as a CDP (for Customer Data Platform), others as a Marketing Automation tool. The distinction is made in the ability to collect browsing and cookie consent data. In the literal sense of the word, a Customer Data Platform should focus solely on data and outsource the campaign activation part. Nevertheless, those who call themselves CDPs also manage eCRM channels natively, often adding onsite personalization as well.
This leads me to ask myself a lot of questions
- What can you really do with a CDP that you can't do with a marketing automation tool?
- If I want to retrieve the browsing data of my contacts, do I have to have a CDP? (Because some marketing automation tools say they have a 'cookies onboarding' module)
- Capturing navigation data = setting up tracking tags on all the pages of my site? My IT department is reluctant... how to do it?
- I love my current marketing automation tool but I need to go further and retrieve browsing data to determine the interests of my contacts. Can already structured data be sent to my marketing automation tool?
... and I still have a lot of questions in my head!
In short, I'm going to bombard my guest with questions to try to understand the limits between a marketing automation tool and a CDP. Don't hesitate to share your questions in the comments of this article, we will answer them during the LIVE.
The participants
Eugenie Tholomet is Head of Sales at Commanders Act. She knows the world of software, CRM, cookies, data and RGPD. She previously worked for different technology providers, so she has a very good understanding of the boundaries between a marketing automation tool, a Customer Data Platform, a Consent Management Platform, a Data Management Platform, a Tag Management System... Her greatest strength? She understands the technical issues, she knows how to explain them to marketers so that they can develop their marketing strategy. You have to understand everything to sell well 😉
Marion Duchatelet worked for Cabestan for almost 10 years, where she accompanied the evolution of the solution in terms of marketing and communication before becoming Marketing Director. After a two-year stint in a data agency, Marion now assists Badsender's clients in the evolution of their emailing and eCRM strategies and in the choice of their routing tool. Marion also leads training on emailing strategy !
Useful information.
Where? On Youtube Live
When? Tuesday 15/06/2021 at 11am
How do you do it? As you wish!
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