How to guide: Run personalised experiences using CRM data with the Adobe Analytics & Target – Part 2

In the last article, we looked into what Customer Attributes are and how to prepare your Analytics implementation to benefit from them. In this article, we will go over how to enable Customer Attributes, how to upload them and how to enrich Adobe Analytics and Adobe Target, with your CRM data.

To enable Customer Attributes and start uploading CRM data to the Experience Cloud, start login to https://experiencecloud.adobe.com and click on the small product-grid-icon in the right-top corner.
All on the right, you find a column called PLATFORM, and at the bottom you click 'People'. On the next screen, click on 'Customer Attributes' in the black top-bar.
If you are here for the first time, you will have to type in your name and company, and to read and agree on the agreement to use customer attributes.

Now, click 'new' in the top of the screen and the setup wizard will start. It consists of 3 steps, first you need to name your customer attribution source and give it a description, afterwards you need to tell the system what key you want to use, to stitch your CRM & Adobe data together with and last you can make your first upload.

Before we continue with setting up the Customer Attributes source, let take a quick look at the data format for uploading to Customer Attributes.
Actually, it is pretty flexible. The only requirement to the structure of the data are, that you have a column header and it must be a .csv file and the first column must be the customer ID or key, that you use to stitch the 2 datasets together with (in this article, I called it customerId). If you need to upload a data file of 100 MB or more, you will have to upload via FTP. You can even upload the CSV file in compressed .gz or .zip format!

Below is an example of how such a CSV file could look like.

CRM data example

Before you can continue, you need a CSV file with some CRM data in.

Back in the Experience Cloud where we left before, it should look like this.

Create Customer Attribute Source in Adobe Experience Cloud

As soon as you have given your Attribution source a name and you move to the description field, the Alias ID field become editable. I call my source for 'CRM data', but you can call it anything.
In the Alias ID field, you must write them name of the key, used to stitch the two datasets. And the name must match the name of the variable you parsed into Experience Cloud ID Service in your tag manager (customerId, in my example), and that must match the name of the first column in your CRM data CSV file.

As soon as you have written the key in the Alias ID field (and click tab), the area where you can upload your file become active and you can drag and drop the file or click upload, to upload your file.

Adobe will then validate the file and create a data scheme for you. Uploading the file shown in the example above, result in this data scheme.

Validate CRM data scheme in Adobe Experience Cloud

Before clicking 'Save' we can change the Type, The name and the description of each field. I chose to change the data type for churn_risk to be a 'number' and then I give each field a pretty name and click save. 

The last step we need to take to make the data available in either Adobe Analytics or Adobe Target, are to create a subscription to the data for each of the solutions. Each solution can subscript to different parts of the CRM data you have chosen to upload. 

To create a subscription, scroll down and click 'add subscription'. Then you select the solution you want to subscript to the data, the Report Suite (if Analytics) and then the CRM data your subscription should include.
After clicking Save, you have completed the setup and first import of CRM data to the Experience cloud and are now ready to use the data in your analysis or onsite personalisation.

In the next article, we will show you how to use your new enriched data set to make onsite personalisation and improve conversions on your site or within your app.