Marketing Technology Compare platforms

  • Capabilities for data-driven marketing
  • 4 focus areas
  • Comparison table for marketing capabilities
  • What's the use?

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Each platform has a job-to-be-done

An ERP is suitable for orders and customer information, but for Sales it does not contain enough data. The CRM is fine for tracking Sales leads, but too limited for Marketing data to recognize new leads. An email tool delivers perfect emails, but is limited in data and segmentation possibilities. So how do you select the platform that delivers more ROI and efficiency?

 

 

The 4 essential goals for data-driven marketing

  • Data Collection: every Martech platform collects customer data. Personal data, market data, product and order data, behavioral and response data. It is necessary to easily unlock these collections for data-driven marketing purposes.
  • Data Integration: for integration with other customer data and for automation purposes, sources can be accessed in multiple ways. The right connection and the flexibility to continuous modeling and processing customer data are the most important criteria for marketing.
  • Data Intelligence: the better you can segment, combine and transform data into 1-to-1 communication with well-timed, personalized content ultimately determines the extent to which ROI and efficiency is achieved.
  • Data Activation: real-time, multi-channel communication and personalization, while data selection and channels are aligned is the proof-of-the-pudding. Limited tools, intermediaries, and different (internal) interests worsen the result.

The last 2 are decisive for the first 2. Many organizations act the other way around, resulting in frustration and no optimal customer communication.

 

 

What can platforms do with customer data?

In the table below we compare capabilities of different customer data platforms: Enterprise Resource Planning (ERP), Customer Relationship Management (CRM), Email Service Provider (ESP), Customer Data Platform (CDP). Marketing Automation (MA), and Customer Data Experience Platform, like Ternair a combined MA + CDP.

Capabilities for customer data-driven purposes (explanation) ERP CRM ESP CDP Marketing Automation CDxP
(Ternair)
Data Collection
Orders, Transactions, Personal data, Company data x
Activities & Deals

x

Customer Service data x

x

Lead management

x

x

x

x

Opt-in, Preferences & Newsletters

x

x

x

x

Website behaviour

x

x

Contact history email omnichannel

omnichannel

Campaign data email omnichannel

omnichannel

Data Integration
Import datasources

x

x

x

x

Direct Connect API’s x

x

x

x

Data Mapping, Connect multiple sources (multiple key choices)

x

Single Customer View

x

x

Data Intelligence
Data Transformation for marketing

x

x

Customer Lifetime Value

x

x

x

Hyper Segmentation

x

x

x

Data Activation
Email marketing

x

x

x

Omnichannel activation

x

x

Delivery single

x

x

Real-time activation trigger events

x

x

x

Real-time activation API’s

x

Website personalization

x

x

 

What’s the use?

  • Order/Customer History – complete order history allows for well-segmented retention, cross and upsell campaigns
  • Contact/Behaviour History – use all signals, not just orders. Also customer service, the shop, content on the website and in emails
  • Lead management – recognize, nurture and activate potential customers at the right time, based on personal interest
  • Data Mapping – make data sources available by connecting directly, without import data
  • Single Customer View – create a central customer view by aggregating all data into golden records
  • Segmentation – select relationships without technical knowledge by combining customer data from all available sources
  • Data Transformation – manipulate data for dynamically calculated -sometimes temporary- use case segments, such as customer value calculations
  • Customer Value – invest in the right customers with dynamic customer value calculations (CLV)
  • Omnichannel activation – orchestrate target groups and content for any customer channel from a single platform
  • Delivery – deliver communications safely, securely and directly to customers without intermediaries
  • Automation – automate the execution of recurring campaigns based on schedules and external triggers

Compare platforms with Ternair

Vergelijk platformen | Ternair

Ternair vs Marketing Automation

Ternair is a Marketing Automation platform complemented by the power of a CDP. This provides users with a flexible data layer in which data is directly available and editable for (data) marketers without importing real-time.

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Vergelijk platformen | Ternair

Ternair vs ESP

Within Ternair, marketers have a fully integrated ESP in the platform. They deploy this as part of their complete suite of dynamic data, selection and omnichannel automation capabilities.

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Vergelijk platformen | Ternair

Ternair vs CRM

Ternair makes all data from CRM systems available to marketers. They combine it with other prospect data, model, automate and personalize Customer Journeys.

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Vergelijk platformen | Ternair

Ternair vs ERP

Within Ternair, marketers have all their order data, customer history, product information available combined with a wealth of marketing and sales data.

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Vergelijk platformen | Ternair

Ternair vs CDP

Ternair offers both a CDP and activation in Marketing Automation, a CxDP. Without technical knowledge, (data) marketers can still edit, combine and transform customer data themselves. Up to sending in multiple channels.

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