Integrating with CRM and other data sources that contain valuable information about your visitors, whether they are third-party SaaS CRM solutions (like Salesforce, eXelate, or Hubspot), or your own local DB, applications, or services, can help you create more relevant site experiences, better analytics, and fine-tune your marketing campaign and media acquisition.
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Your CRM database contains information about your visitors that can be combined with other data collected by Personyze, for even more powerful segmentation. Often, the data contained in your CRM isn’t available through other methods used by Personyze, things like user location, referral links, or on-site behavior. While these are powerful, expanding your knowledge about your customers always leads to better segmentation, so including this novel data will help you create even more engaging user experiences, and better conversion.
Personyze has multiple options for integrating CRM data, based on differing user needs. If your CRM is integrated with your pages, you can grab data locally when the user interacts with your site. If you need a one-time upload of data, you can simply put it in a spreadsheet, and Personyze will use it to populate its internal user profiles. For automated syncing and updating of CRM data with Personyze, API calls and/or XML files can be used, to keep your data up-to-date. You can even set Personyze to feed information back to your CRM, so that interests determined from their on-site behavior can be transferred to your CRM.
CRM integration allows you to take your segmentation game beyond the already-powerful methods used by Personyze. It allows you to deepen and expand your customer knowledge, and thereby provide visitors with an even more tailored and optimal experience, for better conversion, ROI, analytics, and customer retention. CRM integration is like adding high-octane fuel to your personalization engine, allowing it to know visitors and tailor your site to their interests with even greater efficacy.
There are a few different ways CRM and other data is integrated into Personyze, and each of them may be more appropriate for different clients and 3rd party providers.
Sharing Data Locally – CRM or other databases are often integrated with your website, allowing you to pull data from your database during user interactions with the site. In this case, data pulled from your DB during the visitor’s session can be “grabbed” and used by Personyze, and stored locally in that user’s custom data attributes. For example, placing data within a hidden div that Personyze will monitor, or placing data in cookies in an agreed format, will allow Personyze to receive data from your DB via site interactions.
API integration – using the appropriate Personyze API method, you can integrate your database so that updates to your DB are automatically uploaded to Personyze. You can also send information back from Personyze to your database, to update it with new information derived from behavioral tracking. This means that API integration can be a two-way data exchange, where both services inform each other, to create more accurate knowledge of your customers, across the board.
XML File – There is also the option to create an XML file that is set to update at regular intervals (every day, every week, every hour) to synchronize with the information in your CRM database. Personyze can check this XML file automatically, and upload all new data changes to your customer attributes.
At Personyze, we strive to have an option that encompasses every possible client need. With these various ways to integrate, there should be no reason that you can’t take the valuable client data that exists in your CRM, and use it to provide engaging experiences on your site through personalization.
A bank integrates their CRM data into Personyze using the API method, which allows them to use several financial variables that weren’t directly available through behavioral tracking other other default methods. Because of this, they are able to segment audiences based on amount in accounts, whether they qualify for various loans, credit score, past loan or mortgage applications, and account activities. This creates numerous opportunities to make every customer’s experience of their site highly personalized, and all their ads and cross-channel promotions relevant.
A car dealership integrates their CRM data into Personyze by creating an XML profile that updates every day. After doing this, when someone visits their site, they are able to use data gathered from their previous visits to the car lot, such as preference for various car types, or interest in owner financing vs standard car loans, to make sure that the banners and ads they show are relevant. They also use it to cross-sell promotional accessories, even after buyers have left the lot, by sending emails letting them know that they can still have add-ons installed for a reasonable price, if they want.
A financial software provider integrates their CRM data with a user list of leads, for the purpose of customizing their site for niche lead segments. As a B2B company, they need to invest in quality over quantity, and one thing that will help with that is using CRM data like lead status, position in the company, whether or not lead is a decision maker, and their position in the sales funnel. Using this data, they are able to show a different version of their site for high-level managers than they would to IT professionals, different promotions and CTAs for those who are new leads versus those that have been close to closing, and to provide tailored emails that help up-sell to their bundled product offerings.
The key challenge in integrating CRM data isn’t getting the data, but matching it to the user who is actually on the site. How does Personyze know that user X is your customer who was included in the CRM data? The answer is that a matching has to take place, and there are various ways to do it.
To begin with, every user in the data you integrate must have an identifying key, which can be their email, a randomly generated ID number, a login ID, or many other possibilities. The important thing is that everyone has a unique identifying string of numbers or characters.
How Personyze connects the user to their unique ID is up to you; if it’s their sign-in ID, their IP will be connected to the ID when they sign in. If your CRM is integrated into your site, it can be grabbed by the user’s interactions with the site. If the ID only exists in a user list which you uploaded, you can use a custom url parameter to send them a link to your site, which will tie them to the uploaded data, so that every time they visit in the future, they’ll be recognized.
However you choose to connect the user to their unique ID, once it’s done, Personyze knows them, and will continuously learn more about them through other methods like behavioral tracking, IP intelligence, geo-locational and weather data, and updates from your integrated CRM.
Personyze operates with an easy-to-use dashboard interface, which doesn’t require IT involvement. Made to be accessible to marketers and other non-technical professionals, if you can describe it with words, you can do it with Personyze.
Our cloud-based, SaaS personalization solution has been on the market from 2010, and has continually evolved and upgraded to be more intuitive, more effective, and more comprehensive. Personyze is your total personalization solution.
There are over 72 audience parameters for segmentation in Personyze, including on-site behavior, search keyword referral, visitor IP’s industry association, visitor’s location, current weather, custom CRM parameters, and many more. Personyze’s versatile targeting system allows you to get as general as entire countries, or as specific as a single person.
At Personyze, we are happy to show you our comprehensive personalization solution, and spending quality time consulting with potential clients about how their specific needs could be met is just another part of our daily activity.
We also offer a Free Trial with no commitment, in which the first 5,000 page views of your personalized site are on us. That’s because we want to give you a chance to get a feel for our dashboard interface, and to see with your own eyes what Personyze can do for your conversion success.
To start your Dynamic Website Personalization today, schedule a free demo with the Personyze Success Team, and let us help you find the success you’re looking for!