Right at their fingertips, marketers have access to a valuable asset that can positively impact customer experiences and ad targeting: CRM – or customer relationship management – data.

1. CRM Software:
A Vault of Valuable Data
CRM software tracks the interactions companies have with their customers, which
translates to valuable data brands can leverage in their marketing efforts:
The way marketers track and ultimately use this information has
gone through many phases before CRM became what it is today.
74% of CRM users said their CRM systems
offered improved access to customer data.
Paper and Pen
Marketers began by recording their sales
and customer relationship manually.
The Rolodex
By the 1950s, companies could more easily
spin through their paper customer records.
Database Marketing
In the early 1980s, companies began analyzing their
customer information for customization purposes.
Contact Management Software
The rise of the PC in the late 1980s meant companies
could digitize the information on their Rolodexes.
Sales Force Automation
By the early 1990’s, software was developed that
enabled sales teams to make their processes more
efficient using their customer data.
Today
The CRM Boom: CRM is growing in importance, but why?
The answer is data.
The Evolution of the CRM
Contact Information
Email Interactions
In-Store Experiences
By using the CRM data they already own,
marketers can reduce waste, delight customers
and earn long-term loyalty through personalized,
seamless and relevant experiences.
Right at their fingertips, marketers have access to a valuable asset
that can positively impact customer experiences and ad targeting:
CRM – or customer relationship management – data.
Unlocking Value from
Your CRM Data
Demographic Information
Call Center Engagements
Customer attributes
Lifetime Value
Purchase History
Loyalty Status
CRM!
In 1995, the acronym “CRM” was coined.
Mobile & SaaS
As the century came to a close and ecommerce became
more prevalent, the first mobile and SaaS CRM products
were introduced.
90%
of all the data in the
worldhasbeen
generated over the las
tfewyears.
The CRM industry is predicted
to be a $36B Market by 2017.
As a Result By 2018, 62%
of CRM will be
cloud-based.
Today, the role of the CRM is far greater than simply tracking customer
information or executing email campaigns. CRM Software fosters better marketing
campaigns across a variety of digital channels by enabling:
CRM Paints the Full Picture
Overcome the Challenges,
Reap the Rewards
Activating CRM data across channels is not without
its challenges. Marketers still struggle with:
Bringing their offline customer information online
Eliminating silos within their organizations
Lack of advanced technologies
But breaking down these barriers presents tremendous opportunities for brands:
Single Customer View
Integrated 360° Customer Profiles
Addressable Media
Cross-Channel Recognition
Decreased Ad Waste
People-based marketing has doubled or tripled conversion rates
for advertisers compared to traditional cookie-based methods.
Above all, CRM data paves a path
for advertisers to shift to one-to-one
marketing at massive scale.
Marketers today need to deliver relevance and maximize their ad
budgets in an increasingly digital world.
To learn more, please visit: www.signal.co
Sources:
http://www.business2community.com/business-innovation/brief-history-customer-relationship-management-01245936#mQ4ykpF910gf3yXj.97
http://www.forbes.com/sites/louiscolumbus/2013/06/18/gartner-predicts-crm-will-be-a-36b-market-by-2017/#78e79be8c1ec
http://www.forbes.com/sites/louiscolumbus/2015/06/20/-
by-2018-62-of-crm-will-be-cloud-based-and-the-cloud-computing-market-will-reach-127-5b/#286990f16845
http://blog.capterra.com/10-surprising-crm-stats-for-2016/
http://mailchimp.com/resources/research/effects-of-list-segmentation-on-email-marketing-stats/
http://www.ipglab.com/wp-content/uploads/2015/04/Going-Deeper-Booklet_Web-2.pdf
https://secure.sfdcstatic.com/assets/pdf/industries/retail_connected_shopper.pdf
http://blog.hubspot.com/blog/tabid/6307/bid/31990/7-Customer-Loyalty-Programs-That-Actually-Add-Value.aspxperson
https://www.colloquy.com/latest-news/2015-colloquy-loyalty-census/
http://www.signal.co/blog/advertisers-need-people-based-marketing/
https://www.sciencedaily.com/releases/2013/05/130522085217.htm
<_
SegmentationPrecise Targeting Personalization
To paint a full picture of their customers and
optimize their digital campaigns using CRM,
marketers can upload this offline customer data
and connect it to digital environments.