This represents any system within your organization that has data about your customers, partners or prospects.
Most organizations have multiple systems that contain data about their customers and prospects.
Sample systems include:
- D&B Visitor Intelligence
- And others
Entity / Object Type
Each system contains different types of data. For example, Salesforce contains accounts, contacts, leads, opportunities and so forth. In this document, these are referred to as entities or object types.
There are two broad categories of data that can be sent to Lattice.
- Meta Data – This is data that is not changing as frequently and describes an entity. Lattice supports the following entities: account, contact and lead.
- Time Series Data – This is data that captures an action, event or activity. These events or activities change over time. Lattice supports the following entities: website visits, sales or marketing activities, changes to opportunity stages, product purchases, etc.
Customer Master / Customer 360
Customer master represents the master data that is created by consolidating data from multiple systems within an organization to create a single source of truth.
Lattice represents data in the customer master as accounts as well as contacts within these accounts. All the time series data is aggregated and presented as actionable insights (e.g. web visits are presented as number of web visits by account) at the account or contact level.
Consolidating data across systems involves identifying the same account / contact across systems and merging them as one account / contact in the customer master.
The customer master data can be used by various members within the organization to meet different needs, such as:
- Data scientists can use this data to produce business-specific models that drive sales or marketing strategies.
- Marketing and sales analysts can use this data to build dashboards / reports and create audience segments for sales and marketing teams.
Demand generation teams can use this data to power sales and marketing (email, advertising, newsletter, etc.) campaigns.