Data integration as the key to success
Posted: Sun Apr 20, 2025 3:22 am
Connecting ERP and CRM data with external touchpoints such as websites, stores, or customer portals is almost always done via interfaces. These interfaces are typically connected using one of the following methods:
Direct connection of individual applications programmatically via APIs: This allows CRM and ERP to be directly connected to touchpoint software solutions, such as a shop or customer portal. The disadvantage of this method is the high manual effort involved – especially when different touchpoint software solutions, each with their own interfaces, are connected without central data aggregation.
Direct connection of individual applications through so-called middleware, low- or honduras phone number data no-code integration platforms : In contrast to manual connection, fully or partially automated synchronizations can be created and maintained more efficiently, with little or no programming knowledge.
Centralized database systems/data warehouses and business intelligence tools such as BigQuery, Snowflake, Power BI, or AWS Redshift primarily serve the central storage and/or analysis of large amounts of data. They aggregate and synchronize business data and are suitable for connecting CRM and ERP data, but generally do not contain integrated tools for operational use at the touchpoints in marketing, sales, and service.
Customer journey platforms such as those from HubSpot, Salesforce, or Adobe are sometimes referred to as "customer platforms," "customer data platforms," and others. They are specifically designed to consolidate marketing, sales, and customer service into a unified platform and offer a range of tools for all touchpoints. Since companies rarely replace all existing systems directly with integrated tools, the platforms are modular in design and offer a variety of interfaces and ready-made out-of-the-box integrations with existing CRM and ERP systems .
Direct connection of individual applications programmatically via APIs: This allows CRM and ERP to be directly connected to touchpoint software solutions, such as a shop or customer portal. The disadvantage of this method is the high manual effort involved – especially when different touchpoint software solutions, each with their own interfaces, are connected without central data aggregation.
Direct connection of individual applications through so-called middleware, low- or honduras phone number data no-code integration platforms : In contrast to manual connection, fully or partially automated synchronizations can be created and maintained more efficiently, with little or no programming knowledge.
Centralized database systems/data warehouses and business intelligence tools such as BigQuery, Snowflake, Power BI, or AWS Redshift primarily serve the central storage and/or analysis of large amounts of data. They aggregate and synchronize business data and are suitable for connecting CRM and ERP data, but generally do not contain integrated tools for operational use at the touchpoints in marketing, sales, and service.
Customer journey platforms such as those from HubSpot, Salesforce, or Adobe are sometimes referred to as "customer platforms," "customer data platforms," and others. They are specifically designed to consolidate marketing, sales, and customer service into a unified platform and offer a range of tools for all touchpoints. Since companies rarely replace all existing systems directly with integrated tools, the platforms are modular in design and offer a variety of interfaces and ready-made out-of-the-box integrations with existing CRM and ERP systems .