This wizard guides you through uploading your CRM database, or a particular user list, and using that uploaded list for pinpointed targeting based on individual CRM characteristics.
- Utilize any custom CRM parameter (anything you can put into a data sheet column) for targeting purposes.
- Examples: Account type, industry, role in company, income bracket, known interest, previous purchases; literally any information you have on your targeted accounts can be utilized with this wizard to show unique and personalized content on your site.
Keys are what allows e-Marketer to tie an uploaded data profile (such as user profile from your CRM) to an actual visitor on the site. Without a key, e-Marketer has no other way to know that the person on the site is the user from your CRM.
What should you use as a Key? Anything that will be available as data in your visitor session, for e-Marketer to track.
For instance, if the visitor’s User ID from your CRM will be a URL variable after they sign in, then this would make a great key. Alternatively, if the user has to sign in with their email, then the email address may be the best key, and you will set e-Marketer to track the email input field, to look for the Key. Or you can do both of these, because users can have more than one Key.
Either way, the moment e-Marketer sees the Key in the location it has been set to track, it will immediately recognize that the visitor on the site is the user from the data upload or feed, and will segment them appropriately.
You can read more about Keys in general here.
This step is for uploading the CRM data which will be used for targeting. If you have already done this, you can skip this step (you only have one user database for your account).
To upload User Data, you can either upload a spreadsheet with the data, including the Key ID, or you can synchronize with an RSS feed or live spreadsheet, if you have user data which changes frequently and needs to remain automatically updated.
Here is where you will set the targeting which you want to use, which can include your CRM data parameters (such as role in company, account type, etc.), as well as other standard behavioral parameters. Each rule that you add will narrow the audience, and you can connect rules together using and/or/xor logic operators.
QAing your CRM targeting campaign will be much like QAing any other campaign in e-Marketer. Click here to read more about the QA process.