CRM Based Files
The beauty of importing data from your CRM (Customer-Relationship Management) files, is that you have the potential to reach customers who have visited your websites or used your mobile apps just once. They may have also arrived in your database through a traditional channel like a Direct Marketing campaign (e.g. SMS, email). Therefore, by importing your CRM data, which may already be well segmented by your CRM team, you open up opportunities to cross-sell, upsell or close sales with profitable segments you otherwise never could have reached only via digital advertising.
UUID matching with Server-to-Server or Profiling Pixel will be used for data delivery with available additional options (newsletters, special offers etc. with embedded pixel). Where possible, Master Data attributes will be used to match offline entities with online users. Typically this data is tied to some form of personally identifiable information (PII), such as an email address, name and postal address, or customer ID.
To comply with privacy regulations and best practices, offline data needs to be anonymized before it can be matched to online devices or digital IDs.
Integration consists of 3 main steps:
- UUID mapping (where UUID is Unique User Identifier = CRM ID)
- Adding taxonomy (categories and segments)
- Data import / export
UUID mapping enables to capture online users and map Adform Cookie ID with internal database ID. In order to transfer data files, Audience taxonomy must be defined in the DMP account first. It allows to assign IDs to segments, thus categorize users and create data file for import. Data file must consist of Adform ID or Anonym ID and Segment OwnerID and it can be ingested as frequently as requested.
More information on Server to Server integration can be found here.
To enable CRM data delivery, contact Audience Base support team firstname.lastname@example.org.