Martin English - Extending the experience with CRM - SUGCON
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Organized by the Community, for the Community. EXTENDING THE EXPERIENCE WITH CRM Martin English Arke [email protected] @martinrenglish sitecoreart.martinrayenglish.com
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Transcript of Martin English - Extending the experience with CRM - SUGCON
Organized by the Community, for the Community.
EXTENDING THE EXPERIENCE WITH CRM
Martin [email protected]@martinrenglishsitecoreart.martinrayenglish.com
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• Enterprise Client MarTech Stack = Sitecore + CRM + Email Marketing
CRM AND THE ENTERPRISE CLIENT
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CRM AND THE ENTERPRISE CLIENT
• One place to store every customer, every lead, every service request, all of their contact info, preferences, and history
• Basically, all there is to know about a customer
• Hub for feeding data to other systems
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CRM AND THE ENTERPRISE CLIENT
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EXPLICIT EXPERIENCE PERSONALIZATION• We want to enable a unique experience for users in real-time.• If a customer or potential customer / lead is
visiting our site, couldn’t we personalize using key information that we know about them?
• Wouldn't it be nice help our marketers by informing them of what customer’s and leads are doing on the website?
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EXPLICIT EXPERIENCE PERSONALIZATION• Imagine if…
– the content on mizunousa.com changed based on our previous purchases made with the Mizuno app…
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Click any link in the email and the mizunousa.com immediately closes the loop with CRM and knows all about me
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PRIMARY OBJECTIVES
1. Make CRM data available to Sitecore2. Make Sitecore data available to a CRM3. Allow the connector to be “plugable”4. Build it like Commerce Connect
1. Framework and an API for CRM with a focus on integration
2. CRM and Email Campaign System Independence
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EXPERIENCE EXTENSION FRAMEWORK
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Experience
Extension Framewor
k
Param Check
Processor to examine request
CRM Contact
xDB Contact
Pipeline to identify and pull CRM contact into xDB
xDB Contact Personalizati
onConditions for Rules Engine
xDB Contact
Engagement CRM
Pipeline to push goals and values to CRM
xDB Contact
CRM Contact
Processor to initiate pipeline to keep contact up to date
Contact Facet Data Provider
Data provider that exposes contact facets as Sitecore items
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FRAMEWORK RECIPE• Custom Pipeline
– Andy Uzick: http://bit.ly/1KgqeH0
• Contact Facets– Sitecore Community Docs: http://bit.ly/1Jwu7qw – Brian Pedersen: http://bit.ly/1IaRh0l
• Contact Utilities Module– Adam Conn: http://bit.ly/1hXRgHW
• Custom Conditions– Brian Pederson: http://bit.ly/1Jg5haJ
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CONTACT SYNC PIPELINE
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Abort Pipeline End Pipeline
Param
Check
No
Yes Valid Key Field
Yes
No
CRM Looku
p
No
Yes
Open Targeted
CRM Contact
xDb
Args:IsCommitSyncSitecoreContactTargetParamCrmKeyFieldCrmKeyValueFacetMapList<startTracking> after
“StartTracking.ProcessQueryString”
Active
Tracker
Yes
No
http://sitecore/campaign/landingpage?crmid=12345
KnownCont
act
No
Yes
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CONTACT SYNC PIPELINE
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Abort Pipeline End Pipeline
Auth Chec
k
No
Yes Valid Key Field
Yes
No
CRM Looku
p
No
Yes
Login
CRM Contact
xDb
Args:IsCommitSyncSitecoreContactTargetParamCrmKeyFieldCrmKeyValueFacetMapList
Active
Tracker
Yes
No
KnownCont
act
No
Yes
User: [email protected]: somelovelystuff
Return key field
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CONTACT FACETS
• Persist data about the contact• Link Sitecore Contact to CRM Contact• Use for explicit personalization
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CONTACT FACETS
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CONTACT SYNC PIPELINE
• Code Review• Demo
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CONTACT FACET DATA PROVIDER
• Data provider that exposes contact facets as Sitecore items
• Custom facets to store other key contact data to personalize on
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CONTACT FACET PERSONALIZATION• Demo
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ENGAGEMENT PUSH PIPELINE
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Abort Pipeline End Pipeline
Active Tracker
No
Yes
Session End
Update CRM
Args:SitecoreConversionsSitecoreInteraction<CommitSessio
n>
Get Engagement Value “push goals”
Yes
No
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ENGAGEMENT PUSH PIPELINE
• Code Review• Demo
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KEEPING CONTACTS IN SYNC
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Active Track
er
Valid Key Field Value
CRM Looku
p
Yes Yes
Abort Pipeline
No
End Pipeline
Yes
Session End
CRM Contact
xDb
Args:IsCommitSyncSitecoreContactTargetParamCrmKeyFieldCrmKeyValueFacetMapList
<CommitSession>
isCommitSync =
true
No
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ENHANCEMENTS
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• Contact sync as scheduled task– Get list of identified contacts, sync with CRM (off hours) instead of
session end• Improved implementation of mapping xDB Contact to CRM
Contact– UI?
• Endpoint in Sitecore to push CRM contact data on demand• Real-time Push Goals
– Send key goals across to CRM instantly• Qualified data. When they happen, we want to send to CRM.• Trigger workflow• “We need to call this customer now!”
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QUESTIONS?
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GET IN TOUCH!
• Email: [email protected]• Twitter: @martinrenglish• Blog: sitecoreart.martinrayenglish.com
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THANK YOU TO OUR SPONSORS!
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