CRM (Customer Relationship Management) data can be integrated into Mapp Intelligence to ensure a comprehensive valuation of customers or leads. Mapp Intelligence can also import web-specific information into the CRM system to broaden the database.

What data can Mapp Intelligence provide?

All data can be imported from Mapp Intelligence. For instance, the visited pages and categories, viewed products/products added to the shopping cart/purchased products, used marketing campaigns, and more! Further, data from Mapp Intelligence' supported RFM and RFE models to rate users quickly and efficiently can be used.

Mapp Intelligence provides a range of predictions for calculating purchase and return probabilities. Predictions are a part of Mapp Cloud's Artificial Intelligence Assistant. Please reach out to your Customer Success Manager about enabling this add-on feature.

What data can be imported from the CRM system?

Text, as well as numerical values, can be imported. The exact number of user attributes depends on the specific contract. 

How can Mapp Intelligence be connected to the CRM System?

There are 2 cases to differentiate: Is a customer account created or not?   

  • Customer account is newly created or already exists
    At the first access to the website, a unique customer ID is created, which also has to be indicated by the customer at subsequent visits. The customer ID is a key between Mapp Intelligence and the CRM system.
    The encrypted email address is often handed over as a customer ID. This means that no personal references can be made in Mapp Intelligence. Therefore, the encrypted customer ID should be stored in the CRM system as a user attribute.
  • The customer account does not exist. The exchange can be realized based on a device ID, in this case. For example, it is also possible to export data of non-customers. The data imported into Mapp Intelligence is usually recognized based on an order number. By using the order number, the device ID can be identified.

The data exchange is usually done via data feeds.

Example: Lead Status

A lead is generated on your website. Without integrating CRM data, no evaluation of the lead quality is possible. Therefore, the conversion status (lead, offer created, sale) and the age are handed over via the CRM system. These data points are used in Mapp Intelligence to assess marketing campaigns. Mapp Intelligence hands over the viewed products and the used marketing campaigns of the user to the CRM system.

Setup in Mapp Intelligence

Mapp Intelligence URM categories have to be set up initially, in which the data imported from the CRM System is stored.

Click Mapp Q3 > Configuration > Categories > URM Categories > New Category to do this. The data type "Figure" is only selected when numerical information has to be stored, on which a calculation shall be based. For instance, to answer the question: What age are my average users that have purchased product A?


Setting up the data feed

Data can be exchanged between the CRM system and Mapp using a data feed. It can be configured at Mapp Q3 > Configuration > Feeds.

Based on the example, the feed for the import could be configured as follows: