CRM Targeting with Personyze

Integrate your CRM data for CRM targeting, as well as other data sources that contain valuable information about your visitors, whether they are third-party SaaS CRM solutions (like Salesforce, Segment, 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.

CRM Data Examples:

Customer Relationship Management software
Email Service Providers
Data Warehouses
Analytics platforms
Point-of-Sale Systems
Data Management Platforms
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 tracking, which involves things like user location, referral links, or on-site behavior. While these these default tracking methods are powerful, expanding your knowledge about your customers always leads to better segmentation, so including this CRM data will help you create even more engaging user experiences, and better conversion.

Easy data integration for CRM targeting

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.

How is the customer data integrated into Personyze?

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.

Upload your user list

If you have a list of users that doesn’t exist in a DB, Personyze can still upload it in the form of a spreadsheet. When uploading a user list to Personyze, it should contain an identifier key such as email or CRM ID. That key should also be present on the site, as a site cookie or URL parameter, Javascript variable or page element, so Personyze can grab it. When Personyze makes a connection between a user on the site and a CRM user profile, all user data is linked to their IP, and becomes available for segmentation.

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.

How does CRM targeting work?

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