Programmatic Advertising
PRACTICE
PERFORMANCE ADVERTISING
Automated buying and placement of digital advertisements via algorithmic auctions and real-time audience bidding.
PRACTICE
REVENUE OPERATIONS
Customer Relationship Management (CRM)
The strategy, processes and technology used to manage interactions and data across prospect and customer relationships.
BUSINESS RELEVANCE
CRM provides a shared operational view of relationships, helping sales, marketing and service teams coordinate work, forecast activity and maintain accountable follow-up.
IMPLEMENTATION EXAMPLE
A consultancy records each organisation, contact, opportunity, meeting and support request in a CRM, assigns ownership and synchronises qualified lifecycle events with marketing automation.
LIMITATIONS
A CRM is not automatically a complete customer view or source of truth. Duplicate records, weak permissions, inconsistent processes, low adoption and poorly governed integrations can make reporting and automation unreliable.
TECHNICAL EXPLANATION
CRM systems commonly store account and contact records, activities, opportunities, service cases and consent-related attributes while supporting workflow, reporting and integrations. CRM is broader than the software: data governance, process design, ownership and user adoption determine whether the operating model works.
Secondary Topics
Data Engineering, Systems Architecture
Sources
TechTarget — Customer Relationship Management — https://www.techtarget.com/searchcustomerexperience/definition/CRM-customer-relationship-management; Salesforce — What Is CRM? — https://www.salesforce.com/crm/what-is-crm/
Related terms
Extract, Transform, Load (ETL)
PRACTICE
DATA ENGINEERING
A traditional data integration method extracting data from source systems, transforming schemas, and loading curated tables.
Social Listening
PRACTICE
SYSTEMS ARCHITECTURE
The active monitoring and analysis of online social channels to track brand mentions, competitor trends, and consumer feedback.
Upselling
PRACTICE
REVENUE OPERATIONS
A sales strategy encouraging customers to purchase upgraded or premium versions of an existing product or service selection.
System Integration
PRACTICE
SYSTEMS ARCHITECTURE
The technical discipline of linking disparate enterprise software, databases, and APIs into a coherent operating ecosystem.