Onboarding your organization’s CRM data is an invaluable step towards 1:1 personalization, enabling you to target your visitors as efficiently and accurately as possible. This can be done with online behavioral data that is collected by platforms like Dynamic Yield, as well as any online or offline data available exclusively in your CRM.
Complementing your omnichannel personalization platform data with CRM data unleashes the true potential and value of what can be achieved when visitors arrive at your site. Make your visitors feel at home as you tailor their experience to their data, boost your site’s performance and increase conversions.
How Does CRM Integration Work?
In order to match a CRM user and an online user, a common unique identifier is required, preferably the user’s email address (hashed). Whenever the user logs in or registers, the unique identifier is reported, normally by means of a custom event, which in turn is mapped to the relevant CRM entry and attributes associated with this user.
Which Data Attributes can I Onboard?
The CRM data that you onboard as part of your CRM Integration should include any data that are valuable for targeting your visitors. This includes demographic data (gender, age, marital status, education, etc.), geographic data (billing and shipping country, city, etc.), interests and preferences, buyer persona and internal segments captured by your BI tools (VIP client, frequent buyer, etc.).
We recommend starting with a limited set of fields so that you could quickly have your key data attributes available for targeting (you can always add missing data points at a later stage).
Dynamic Yield natively supports a large variety of targeting conditions, including product engagement conditions based on your purchase history. Thus, there is no need to upload most of the activity and transactional data from your CRM. Instead, you can focus on data attributes exclusively available on your CRM.