As Dynamics 365 marketing automation experts, we often chat with organisations grappling with the big question: Which is better, ClickDimensions or Microsoft Dynamics 365 Customer Insights – Journeys (which used to be Dynamics 365 Marketing)?
Both are solid contenders with robust marketing automation features, but they cater to different needs and scales. Getting a handle on their core differences is key to making a choice you’ll be happy with.
While ClickDimensions has done a great job for many organisations, expectations around marketing tools and features have shifted. Microsoft’s direction, especially with the evolution into Customer Insights – Journeys, really does position it as the go-to for modern marketing automation.
What’s the fundamental difference between ClickDimensions vs. D365 Customer Insights Journeys? It’s their approach; native or integrated.
The main thing that sets these two apart is whether they’re a native part of your system or a third-party add-on. Customer Insights – Journeys is a true Microsoft product, built directly on the Dynamics 365 Dataverse.
Dynamics 365 Customer Insights – Journeys is a native Microsoft application, deeply embedded within the Dynamics 365 ecosystem. This means it taps into the underlying Microsoft Dataverse, sharing the same data model and infrastructure as Dynamics 365 Sales, Service, and other modules. This native integration gives you a seamless, unified experience and a real 360-degree view of your customer across all their interactions.
ClickDimensions, on the other hand, is a third-party solution that integrates with Dynamics 365. While it boasts a strong and well-established integration, it works as a separate application that pulls and pushes data to and from Dynamics 365. This can sometimes lead to a few more complexities in data synchronisation and might not always offer the same level of real-time insights or that unified data experience.
How do their features stack up against each other?
While both platforms offer core marketing automation functionalities like email marketing, landing pages, forms, and lead scoring, the depth and breadth of these features, particularly with the addition of AI capabilities in Dynamics 365 Customer Insights – Journeys, can vary quite a bit.
ClickDimensions vs. Dynamics 365 Customer Insights – Journeys Comparison Table
ClickDimensions
Dynamics 365 Customer Insights - Journeys
Strategic Direction
ClickDimensions
Stable, and was the primary choice for marketing before Microsoft invested in its own platform in the last 5 years.
Dynamics 365 Customer Insights - Journeys
Microsoft's primary marketing platform, with continuous innovation in AI and customer experience.
Integration
ClickDimensions
Deep, but integrated third-party application.
Dynamics 365 Customer Insights - Journeys
Native, fully embedded within the Dynamics 365 ecosystem.
Data Model
ClickDimensions
Relies on data synchronisation with Dynamics 365.
Dynamics 365 Customer Insights - Journeys
Leverages Microsoft Dataverse for a unified customer profile.
Customer Data Platform (CDP)
ClickDimensions
ClickDimensions is limited to the records directly within your CRM environment.
Dynamics 365 Customer Insights - Journeys
Includes ‘Customer Insights – Data’, which is used to build profiles by unifying data from multiple data sources, including Dynamics. These profiles can then be utilised in Marketing efforts.
Customer Journeys
ClickDimensions
Solid, but often more linear, rule-based automation.
Dynamics 365 Customer Insights - Journeys
Advanced, AI-driven, real-time journey orchestration with Copilot capabilities.
Email Marketing
ClickDimensions
Robust editor, A/B testing, template library.
Dynamics 365 Customer Insights - Journeys
Highly advanced editor, AI-driven content suggestions, sophisticated A/B testing.
Lead Scoring
ClickDimensions
Basic lead scoring and manual nurturing options.
Dynamics 365 Customer Insights - Journeys
AI-driven lead scoring, intelligent analysis, automated nurturing based on behaviour.
Analytics & Reporting
ClickDimensions
Standard analytics, less customisable reporting.
Dynamics 365 Customer Insights - Journeys
Advanced reporting, AI-driven insights, customisable dashboards, Power BI integration.
Event Management
ClickDimensions
Available, generally simpler.
Dynamics 365 Customer Insights - Journeys
Comprehensive end-to-end event management, including webinar integration.
Social Media
ClickDimensions
Posting, basic engagement. No social listening.
Dynamics 365 Customer Insights - Journeys
Deeper integration, social listening, and engagement.
AI Capabilities
ClickDimensions
Limited.
Dynamics 365 Customer Insights - Journeys
Extensive AI features (Copilot) for content, journey design, segmentation, channel optimisation.
Segmentation
ClickDimensions
Rule-based, often requiring manual list creation.
Dynamics 365 Customer Insights - Journeys
Real-time segmentation with natural language queries (Copilot), dynamic segments.
User Interface
ClickDimensions
The UI may feel dated and not aligned to the rest of the Dynamics platform.
Dynamics 365 Customer Insights - Journeys
Slick UI experiences to build real-time journeys, emails and more, and aligned to the CRM email experience.
Scalability
ClickDimensions
Suited for SMBs to mid-market.
Dynamics 365 Customer Insights - Journeys
Suitable for mid-market, but also designed to scale for enterprise-level scale and complex marketing operations.
Pricing Model
ClickDimensions
Typically based on email volume and contacts, subscription tiers.
Dynamics 365 Customer Insights - Journeys
Per tenant/month, with tiers for "Unified People" and "Interacted People"; can be "attached" for discount.
Support
ClickDimensions
ClickDimensions has a much better experience than standard Microsoft support, and you may not rely on a 3rd party.
Dynamics 365 Customer Insights - Journeys
Typically, you would pick the right Support partner with Dynamics 365 skills and deep Marketing automation expertise.
Which solution is the best fit for your marketing needs; ClickDimensions or Customer Insights – Journeys?
For organisations already running Dynamics 365, or those looking to fully leverage Microsoft’s ecosystem, Dynamics 365 Customer Insights – Journeys is clearly the stronger choice. It offers deeper integration, superior AI capabilities, and a future-ready platform that really maximises your Dynamics 365 investment and allows for truly intelligent customer experiences. While ClickDimensions remains a viable option for simpler needs, the strategic advantages and advanced capabilities of Customer Insights – Journeys make it the go-to platform for serious marketing automation within Dynamics 365.