Extending the experience with CRM

1. Organized by the Community, for the Community.
EXTENDINGTHE
EXPERIENCEWITH CRM
Martin English
Arke
menglish@arke.com
@martinrenglish
sitecoreart.martinrayenglish.com

2. Organized by the Community, for the Community.
• Enterprise Client MarTech Stack = Sitecore + CRM +
Email Marketing
CRM ANDTHE ENTERPRISE CLIENT
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3. Organized by the Community, for the Community.
CRM ANDTHE 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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4. Organized by the Community, for the Community.
CRM ANDTHE ENTERPRISE CLIENT
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5. Organized by the Community, for the Community.
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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6. Organized by the Community, for the Community.
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 withCRM and knows all about me

7. Organized by the Community, for the Community.
PRIMARY OBJECTIVES
1. Make CRM data available to Sitecore
2. Make Sitecore data available to a CRM
3. 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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8. Organized by the Community, for the Community.
EXPERIENCE EXTENSION FRAMEWORK
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Experience
Extension
Framework
Param Check
Processor to examine request
CRM Contact
 xDB
Contact
Pipeline to identify and pull
CRM contact into xDB
xDB Contact
Personalization
Conditions for Rules Engine
xDB Contact
Engagement
 CRM
Pipeline to push goals and values
toCRM
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

9. Organized by the Community, for the Community.
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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10. Organized by the Community, for the Community.
CONTACT SYNC PIPELINE
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Abort Pipeline End Pipeline
Param
Check
No
Yes Valid
Key
Field
Yes
No
CRM
Lookup
No
Yes
OpenTargeted
Email
CRM
Contact
xDb
Args:
IsCommitSync
SitecoreContact
TargetParam
CrmKeyField
CrmKeyValue
FacetMapList<startTracking> after “StartTracking.ProcessQueryString”
Active
Tracker
Yes
No
http://sitecore/campaign/landingpage?crmid=12345
Known
Contact
No
Yes

11. Organized by the Community, for the Community.
CONTACT SYNC PIPELINE
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Abort Pipeline End Pipeline
Auth
Check
No
Yes Valid
Key
Field
Yes
No
CRM
Lookup
No
Yes
Login
CRM
Contact
xDb
Args:
IsCommitSync
SitecoreContact
TargetParam
CrmKeyField
CrmKeyValue
FacetMapList
Active
Tracker
Yes
No
Known
Contact
No
Yes
User: menglish@arke.com
Pass: somelovelystuff
Return key field

12. Organized by the Community, for the Community.
CONTACT FACETS
• Persist data about the contact
• Link Sitecore Contact to CRM Contact
• Use for explicit personalization
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13. Organized by the Community, for the Community.
CONTACT FACETS
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14. Organized by the Community, for the Community.
CONTACT SYNC PIPELINE
• Code Review
• Demo
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15. Organized by the Community, for the Community.
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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16. Organized by the Community, for the Community.
CONTACT FACET PERSONALIZATION
• Demo
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17. Organized by the Community, for the Community.
ENGAGEMENT PUSH PIPELINE
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Abort Pipeline End Pipeline
Active
Tracker
No
Yes
Session End
Update
CRM
Args:
SitecoreConversions
SitecoreInteraction
<CommitSession>
Get
Engagement
Value “push
goals”
Yes
No

18. Organized by the Community, for the Community.
ENGAGEMENT PUSH PIPELINE
• Code Review
• Demo
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19. Organized by the Community, for the Community.
KEEPING CONTACTS IN SYNC
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Active
Tracker
Valid
Key
Field
Value
CRM
Lookup
Yes Yes
Abort Pipeline
No
End Pipeline
Yes
Session End
CRM
Contact
xDb
Args:
IsCommitSync
SitecoreContact
TargetParam
CrmKeyField
CrmKeyValue
FacetMapList
<CommitSession>
isCommit
Sync =
true
No

20. Organized by the Community, for the Community.
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!”

21. Organized by the Community, for the Community.
QUESTIONS?
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22. Organized by the Community, for the Community.
GET INTOUCH!
• Email: menglish@arke.com
• Twitter: @martinrenglish
• Blog: sitecoreart.martinrayenglish.com
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23. Organized by the Community, for the Community.
THANKYOUTO OUR SPONSORS!
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SM