How to: Run personalised experiences using CRM data with the Adobe Analytics & Target – Part 1

Your customers expect a personalised experience when they engage with you. They want personalisation on your website, in your mobile app, when they call your call-centre, recieve mails or push notifications from you, visit your store, or see your digital ads.

Delivering a personalised experience, means you need to know your customers, and you do know your customers.
Your Analytics platform tells you how they navigate on your website and in your app. Your CRM system can give you their name, address, purchasing history and show you what marketing permissions they have opted into. And you probably have a few more systems, storing data about each one of your customers. But it is a siloed picture you have of each customer, unless you integrate the different datasets with one another. With Adobe Experience Cloud, integrating CRM data with your web and mobile analytics data is easy, thanks to Adobe's People Core Service. All of Adobe's tools such as Analytics, Target, Audience Manager and Campaign integrates via Adobe’s People Core Service, allows you to not only use the CRM data in your analysis, but also enables you to actively use it to drive omnichannel personalisation!

It may sound like a complicated operation, but it is in fact simple, and can be done in the following 3 steps.

  1. Send the customer ID/anonymized key to Adobe Experience Cloud ID Service

  2. Extract required CRM data into a CSV file or similar

  3. Activate Customer Attributes, via the web-interface on experiencecloud.adobe.com

You may already have a customer ID or login ID in your data layer object, like in the example below where 'customerId' holds a unique and anonymised customer ID for a logged in user.

CRM data and data layer object

And you may already send this data to Adobe Analytics or Adobe Target, but in order to use Customer Attributes, you must send the customer ID to Experience Cloud Visitor ID Service aswell. It is easily done from your Tag Manager, where you simply add it to the tool itself, like in the picture below, where we take the data layer element 'customerId' and send to Experience Cloud ID Service, naming it 'customerId'. It can be named anything, but its name must be the same as the name of the column holding the CRM key in your upload. After proper testing and then releasing the changes, your logged in customer IDs are collected.

Send in Customer CRM ID to Adobe Experience Cloud

Before enabling and uploading your CRM data, lets go over the basics of Customer Attributes and why they might be useful to you.

Your CRM system holds a lot vital information about each one of your customers. Data that will help you as a marketer, to deliver a better experience and targeted content to each customer. In your CRM you may have access to your customers full purchase & return history, a scoring of how profitable each customer is, what their risk of churn are (if you have any subscription-based services), the next best product or service they are most likely to buy and so forth. Vital and confidential data, that you need, to personalise the experience but also data that you don’t necessarily want to expose in your data layer object, so it is visible for the customer visiting the website. It is here, that Customer Attributes comes in handy, as they don't get their data from code deployed to your website, but from CSV files uploaded to an FTP server or via the Experience Cloud web-interface by you. Customer Attributes are quite flexible. You can upload CRM data for customers, before they have ever been on the website, and you can update and change (retrospective) data for customers who are already active on your site or in your apps.

In the next part, I will describe how to enable, upload and activate Customer Attributes and CRM data within the Adobe Experience Cloud.