Customer AcquisitionCRM and DMP Integration
I am often asked questions on how CRM systems and Data Management Platforms (DMP) sync IDs to have up-to-date data. It is not an unusual question to ask one working in the experience personalisation area, but it appears the question is usually directed at me having come from a background of architecting CRM processes and systems.
This is an important question as we don’t want people working in silos. We can get a 360-degree view of our customers if our DMP updates CRM and vice versa. Many leading CRM vendors in the last decades claimed to provide a Single Customer View (SCV) of customers. In most this involved a dashboard presenting a current summarised snapshot of the customer, displaying widget-like views of Activities, Quotes, Orders, contact etc (There will be more on SCV on another blog).
The preference for digital channels has necessitated the need for real time interaction with customers and anticipating their needs, what they want, when they want it and how they want it. It has also become imperative to understand how customers interact across your channels.
Since most interactions may come from digital channels nowadays let’s use a working example from for illustrative purposes:
- On Tuesday a customer interacts with a company’s website using their mobile number “ierkvmsxyynznzn==” to authenticate. The number is hashed because the Adobe Audience Manager does not store Personally Identifiable Information (PII).
- Adobe Analytics links a Visitor Id to the mobile number and passes it to the Adobe Audience Manager DMP. Audience Manager stores a mapping of the mobile number (MSISDN) with the Visitor Id from Analytics.
- On Wednesday the CRM system transfers a data file (sync) to Adobe Audience Manager containing the mobile number, and a couple of other relevant data
- Adobe Audience Manager recognises the mobile number from its sored ID sync mappings and pushes the required attributes to the subject visitor profile
- Finally, Audience Manager transfers the customer’s Experience Cloud ID, Visitor ID, Mobile Number, Trait and Segment data online to CRM to keep both in sync.
