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CRM streaming: the future of advertising?

David Spencer Senior Technology Consultant

Traditional CRM drives all customer relationships. It gives us a close-knit view of each of our customers, allowing us to provide a good measure of customer-centricity. CRM streaming lights a rocket under this. By connecting your own CRM systems to global platforms like Facebook, and streaming your CRM data into them, you are able to use many more channels to market and sell.

The most powerful way of reaching new customers

CRM streaming might well be the future of advertising. It is that impactful. You can take the deep learning that your CRM system gives about your customers and use it to drive a vast array of campaigns in third-party channels. This exponentially increases your customer reach.

CRM streaming might well be the future of advertising. It is that impactful.

Be aware, though – success starts with data quality. You need clean, reliable data. This means a data analysis, cleansing and hygiene strategy.

Well-structured data gives you two potent abilities
  • You can start to predict future value from your customers.
  • You can create lookalike audiences around segments that you have identified in your CRM system.

For example, you can use CRM streaming to stream customer data to Facebook, and attract new business based on specific customer profiles that you target in a highly personalised way, using your lookalikes.

Then you can track customer responses in each channel, and adjust your campaigns so that you only use the most effective channels. Your CRM endeavours become simultaneously more cost-effective and more profitable.

Similarly, you can reach customers on Google Paid Search and Twitter’s Tailored Audiences. CRM streaming also allows you to reach customers on display-based advertising via an on-boarding service provider or a data management platform from known customers.

CRM streaming unleashes campaigns with unprecedented reach

The two biggest benefits of CRM streaming? Hyper-increased new customer reach and multi-channel capabilities. That’s because the data that CRM streaming uses can be used in any channel – it is turned into “vanilla” data by the CRM streaming system.

This means you can reach customers who are dormant in certain channels by interacting with them on the other channels where they are active. You can now access these channels.

You can create richly personalised experiences for them, tailored to both our campaign strategies and your customers’ preferences, behaviours and characteristics.

It goes without saying that you can achieve this both on the web and on mobile.

Derive higher value from existing customers, with improved retention

The deep, multi-channel insights that you gain from CRM streaming allows you to identify which customers are about to churn, and roll out tactfully targeted messages to re-engage them, retain them and derive more value from them.

You are also able to understand customer value in more detail, and how much revenue you gain from each product that you sell to each one, which allows you to move those segments into different channels to target similar customers, gain new ones and grow return on investment.

CRM streaming in action

CRM streaming is being rolled out fast, with many globally significant platforms opening their APIs to accept CRM data.

To enhance CRM streaming, Acceleration also recommends real-time interaction management, which adds an extra layer of agility, allowing you to give the right customers the right offer at the right time in the right place, driven by your CRM data stream.

About The Author David Spencer - Senior Technology Consultant

David is passionate about the application of technology and has been working within IT, software development and digital marketing since 1998. He has broad expertise in web development, database design, solution architecture and system integrations.

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