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Sitecore & Salesforce DMP integration
- 1. 5 Sitecore & Salesforce DMP integration Michal Popelář @ ACTUM Digital April 24, 2018 #sugcon
- 2. A bit of marketing technology landscape theory There are now 5,381 solutions from 4,891 companies. None can be in a role to solve every marketing task. 2
- 3. © 2018 Sitecore User Group Conference Europe and its respective speakers. All rights reserved. Gartner @ SitecoreSYM: CIOs focus is on DMP
- 4. © 2018 Sitecore User Group Conference Europe and its respective speakers. All rights reserved. DMP is essential part of AdTech stack Why companies invest into AdTech? Targeted communication (Enable personalized/relevant omnichannel) Short time to market (line of Javascript code, APIs to AdTech) Effective (Transparent media buing and integrated analytics) Collecting data (Centralize Audience Delivery & Management)
- 5. © 2018 Sitecore User Group Conference Europe and its respective speakers. All rights reserved. Key DMPVendors • Salesforce DMP (former Krux) • Adform DMP • Google Audience Manager • Adobe Audience Manager • Oracle BlueKai • Lotame • V12 data • SAS Access • Datalogix • IngnitionOne • Nielsen DMP • Dataxu • simpli.fi • SurveyCTO • TheTrade Desk DMP • XaxisTurbine • MediaMath
- 6. © 2018 Sitecore User Group Conference Europe and its respective speakers. All rights reserved. DMP stores all customer interactions DMP Audiences (Segments) 1st party data (web interactions, CRM, Social) 2nd party data (other’s 1st party data, directly from the owner) 3rd party data (other data sets, usually aggregated 1st party data sets) A data management platform (DMP) is a centralized computing system for collecting, integrating and managing large sets of structured and unstructured customer related data from disparate sources. Personalized marketing is enabled by DMPs.
- 7. © 2018 Sitecore User Group Conference Europe and its respective speakers. All rights reserved. DMP feeds other systems with segments
- 8. © 2018 Sitecore User Group Conference Europe and its respective speakers. All rights reserved. • Targeted Omnichannel Campaigns – direct visits/ads • Churn prevention – before end of the contract’s fix period • Price comparison websites’ visitors • Partner websites’ visitors, co-marketing scenarios • Affiliate sales, prevention of contract canceling Typical DMP integration use cases
- 9. DMP Integration details Reality is far from the ideal scenario. 9
- 10. © 2018 Sitecore User Group Conference Europe and its respective speakers. All rights reserved. 3 Major goals of the DMP integration POC Connect systems1 Personalization2 Test Limits3 • Start using segments from DMP • Design future process of data import/export • API and DMP connectivity • Available free DMP data fields • Real time data exchange • Define use cases • Change content for given audiences • Decision on when solely Sitecore or Sitecore with DMP will drive personalization
- 11. © 2018 Sitecore User Group Conference Europe and its respective speakers. All rights reserved. 2 possible ways to connect customer data sets 1 2 Sitecore sends Customer Profile ID via DMP JavaScript and reads segments via DMPAPI Sitecore reads Customer Profile ID from DMP JavaScript and reads segments via DMPAPI
- 12. © 2018 Sitecore User Group Conference Europe and its respective speakers. All rights reserved. Sitecore, DMP & Analytics have different roles • Manage and publish content • Track user behavior • Execute personalization & testing & automation scenarios • Provide Sitecore ID for DMP • Profile (segment) visitors in real time • Provide structured click stream data for BI • Define and manage segments • Track user behavior • Store identification IDs from connected systems (Sitecore, Analytics,Apps) and merge them under one customer profile (DMP ID) • Export segments to other systems • Track user behavior • Provide click stream data for BI • Visualize any possible insights • Store all measurable interactions across digital touchpoints under one customer profile (Analytics ID) Sitecore Web AnalyticsDMP
- 13. © 2018 Sitecore User Group Conference Europe and its respective speakers. All rights reserved. 3 Prerequisites for successful integration Bulk upload of DMP segments into CMS API to get up to date list of segments for Customer Profile ID Ability to store Sitecore ID = Cookies matching Data Import API Data Fields
- 14. © 2018 Sitecore User Group Conference Europe and its respective speakers. All rights reserved. Ideal Concept - Scenario 1 - Sitecore 8.2.X Web rendering DMP Storage xDB Experience profile DEF DMP JavaScript BeaconSitecore renders DMP JavaScript with Sitecore’s Customer Profile ID attribute DMP tracks visit and stores Sitecore’s Customer Profile ID DMP sends back segments DEF asks for segments for Sitecore’s Customer Profile ID Segments stored for given Sitecore’s Customer Profile ID Persoinalization logic applied
- 16. © 2018 Sitecore User Group Conference Europe and its respective speakers. All rights reserved. Reality of POC – Modified scenario 2 - A bit of quick & dirty Web rendering DMP Storage xDB Experience profile DMP JavaScript Beacon Custom logic Sitecore renders DMP JavaScript DMP tracks visit DMP sends back segments Script checking for DMP ID and Segments Logic to determine, if DMP ID exists in Sitecore and to store DMP ID in xDB Segments stored for given Sitecore’s Customer Profile ID Personalization logic applied
- 17. © 2018 Sitecore User Group Conference Europe and its respective speakers. All rights reserved. • JavaScript to read DMP ID and segments • Implementation of Custom contact facets to store segment data • .NET RESTAPI to save and update segment data for the current contact • Implementation of custom Sitecore rule to be used in personalization • Lists represent Segments – no special rule needed for personalization • Campaigns synced with the whole stack – CRM or DMP? • Difference in segment names between Sitecore & DMP • Special items for Segments linked to contacts via Custom facet = duplicate logic • Modification of SC lists to store DMP Segment identifier & name • DMP API seems to be the biggest challenge, JavaScript is not secure as for data protection POC implementation vs. ideal scenario POC implementation details Gaps to ideal scenarios
- 18. © 2018 Sitecore User Group Conference Europe and its respective speakers. All rights reserved. Ideal scenario - Integration with Sitecore 9.X Web rendering DMP Storage xDB Experience profile, Lists xConnect DMP Javascript BeaconSitecore renders DMP Javascript with Sitecore’s Customer Profile ID attribute DMP tracks visit and stores Sitecore’s Customer Profile ID DMP sends back segments xConnect asks for segments for Sitecore’s Customer Profile ID Segments stored for given Sitecore’s Customer Profile ID Persoinalization logic applied
- 19. © 2018 Sitecore User Group Conference Europe and its respective speakers. All rights reserved. We have these 5 key learnings from the POC No DMP API exists to populate segments • JavaScript reads local storage (not working in MSIE) • Which vendors provide APIs? Limited data fields in DMP to store Sitecore ID • Modified Scenario 2, Sitecore stores DMP ID • Usage of JavaScript to read DMP ID is not secure enough To get DMP ID takes an unpredictable amount of time to get loaded • Asynchronous check for the DMP ID value to appear in the local storage Segments are not rendered in real-time or near-real-time for the visits. • Daily bulk upload of segments • Some use cases will not work • Different price plan in DMP Possible heavy load on API when real-time population for segments needed • Evaluation of real- time vs. bulk upload scenarios • Some use cases will be solved just by Sitecore