Media & Marketing

Author

Carlos Barge

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.

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.

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).

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