Data Platforms: Using CRMs, Analytics, and Email systems

There are numerous platforms that offer data visualization and management solutions. Each has its own benefits when it comes to the role it plays in the business process. So let’s discuss the different types of data management solutions, what to expect from each, and some of the best practices for managing each.

Article Breakdown & Quick Links

What to expect

photo c. Karla Vidal on Unsplash

We broke down each data platforms into 3 segments. Note, there are a number of programs that perform many of these functions and don’t necessarily adhere to a single segment – we’ll talk about this in the wrap-up. The 3 segments include:

  • CRM [Customer Relationship Management] – Platform Samples: Salesforce, Microsoft Dynamics, Oracle, HubSpot
    • Records and tracks contact details to enhance sales & marketing efforts.
    • Notes specific details about individual contacts and customer segments to offer personalized and consistent service.
    • Collects data from various sources including web traffic, surveys, phone calls, meetings, and more.
    • Provides reports that reflect how a company is performing, positioning, and developing.
  • Email – Platform Samples: ActiveCampaign, MailChimp, Constant Contact
    • Initiates communication with custom audiences.
    • Automates campaign actions that track and respond to viewer behavior.
    • Receives direct feedback from users.
    • Tracks conversions and engagement rates.
  • Analytics – Platform Samples: Google Analytics, Adobe Analytics, and Clicky
    • Reflects details about how and where a visitor accesses and uses your web platform.
    • Tracks what content is viewed the most and what actions are taken upon it.
    • Reveals the path [funnel] visitors take while visiting your site.
    • Shows shopping behavior and stats such as dropped carts, purchasing habits, revenue, and more.
    • Provides reports on trends, interests, and decision making influences.

Setting Goals

Data Platform Goals

photo c. rawpixel on Unsplash

After setting up your platform(s), you need to set goals for what you’d like to achieve in each segment. They’re pretty straight forward, but if you’re new to these programs this should give you an idea of what to shoot for.

    • CRM: Develop a large base of leads that’s rich with information. Regularly update audience information with relevant data that can be used to offer personalized service and better communication initiatives. Frequently review the effectiveness of various sales and marketing activities.
    • Email: Create engaging content that inspires your audience to act upon a goal. Manage funneling actions that keep leads engaged and tracks their progress through your brand. Receive feedback through surveys and behaviors to influence future campaigns.
    • Analytics: Discover how users are interacting with your brand, and adjust actions and campaigns to enhance their experience. Find inefficient areas in your brand and strategize and test alternatives to improve results.


photo c. Hutomo Abrianto on Unsplash

As with everything in marketing, it’s important to have a foot in the door with each of these data segments. Each plays a vital role in developing your business and marketing strategy. So it’s best to allocate time to develop each to get the best results and ROI. Also, there are services like ActiveCampaign, Marketo, and Salesforce that offer CRM and Email Marketing services under one roof which can help simplify data management.

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