Marketing operations at most organizations have access to different systems and have the best understanding of the data within an organization.
This is a guide for marketing operations to configure Lattice to build a customer master from multiple systems.
Step 1: Create a System Catalog
Identify all the systems within the organization that contain data about customers and prospects. Each system by itself may not represent the customer 360, but together should represent this view.
Here is a sample to create this catalog:
|System Name||System Type||Entity||Category|
|Salesforce||CRM||Opportunity||Time Series Data|
|Marketo||Marketing Automation||Lead||Meta Data|
|Marketo||Marketing Automation||Marketing Activities||Time Series Data|
|Intent Source||Intent||Account||Meta Data|
|ERP||Purchase History||Product Purchase||Time Series Data|
Step 2: Define Priority of Systems
It is not uncommon for multiple systems to have the same field (account name, contact title, etc.). However, some sources are cleaner and have a higher trust than others. It is preferable to have your data from the most trusted source be visible in the customer master.
Here is a sample template to help define the system priority:
Here is an example to illustrate this behavior:
Below is example data from Salesforce and Marketo.
|First Name||Last Name||Title||Source System|
Below is the customer master in Lattice based on the system priority. Since Salesforce has higher priority, Lattice retains data from Salesforce when the same data is available from multiple systems. However, Marketo will continue to add data that is only available in Marketo.
|First Name||Last Name||Title|
Step 3: Define System Relationships
The relationship between systems helps Lattice match data across systems to create the customer master.
This is a critical step that will determine the quality of the data in the customer master.
Step 3a. Catalog System IDs
There are two types of IDs
- Unique ID / Primary Key – Most systems have a unique ID field that helps uniquely identify a record within that system. Comparing it to a database world, these are also referred to as primary keys. A unique ID is not required but is highly recommended.
- Match ID – It is not uncommon for a system to have more than one ID. These additional IDs usually help connect the data from one system to another (e.g. A Salesforce account can have a SFDC ID and a DataWarehouse ID; the DataWarehouse ID connects the account in Salesforce to the account in the Data Warehouse.)
Here is a sample template to capture the unique ID and match ID across systems:
|Salesforce||Account||DW_ID||Match ID||Data Warehouse|
Step 3b. Catalog System Match Attributes
Match attributes are standard fields from entities that can help uniquely identity recrds even in the absence of a unique ID. Lattice also uses these match attributes to match records to other records if a record has no match IDs.
|Account||DUNS, Account Name, Website, Country, State, City, Postal Code|
|Contact||First Name, Last Name, Phone Number, Email|
Here is a sample template to capture the match attributes for each system:
|Salesforce||Account||DUNS, Account Name, Website, Country|
|Salesforce||Contact||First Name, Last Name, Email|
|Salesforce||Lead||Email, Phone Number|
|Marketo||Lead||First Name, Last Name, Phone Number, Email|
|Data Warehouse||Account||Account Name, Website, Country|
Step 4: Set Up Systems in Lattice
Step 4a. Create Systems
Start by creating the systems that do not have any match IDs followed by systems that have match IDs. Lattice does not allow creating a match ID if the system to which it matches does not exist.
Systems that do not have match IDs can be created in any order.
Lattice supports the following systems: Salesforce, Marketo, Eloqua, Others. This helps Lattice pre-create standard entities commonly found in these systems. The table below describes the entities that are created automatically with each system
|Salesforce||Account, Contact, Lead, Opportunity|
|Others||Account, Contact, Product Purchases, Product Hierarchy, Product Bundles|
|*Web Activity||Web Visit|
*Only the Lattice services team can configure these systems.
Step 4b. Configure System Templates and Priority
A template is a collection of field mappings for an entity. The key steps here are to define the unique ID, match ID and match attributes.
Use sample data from the system to set up the template. Doing this speeds up the process, as Lattice can automatically detect standard fields and data types.
Ensure each system has the desired priority.
Note: At the end of configuring the entity, Lattice provides an option to upload the data. Lattice recommends setting up all the templates first before uploading data.
Step 4c. Pause Automated Sync for Template(s)
A customer master is the final view of data from all your systems. It is strongly recommended that the relationships across systems that contribute to the master are clearly defined upfront before loading the data.
Any changes to the relationship after data is loaded will require a deletion and rebuilding of the customer master. This is an expensive process that can delay access to the Lattice platform.
To avoid accidental data loads, Lattice strongly recommends pausing the automated data sync for your template(s). Pausing the automated sync ensures that data available in S3 will not be automatically loaded into Lattice.
Step 4d. Create Data Automation Pipeline
Each entity in a system in Lattice has a dedicated AWS S3 drop folder. Data for each entity from the system can be sent to the drop folder in CSV format. The CSV columns should match the template defined in step 4b.
Any changes to the format should follow these steps
- Pause the automated sync for the template(s).
- Modify the template(s) to reflect the changes.
- Send data in the new format.
- Activate the automated sync for the template(s).
It’s recommended that you automate the data transfer from your systems to Lattice after templates have been set up. There are several options, including:
- Use built-in Lattice connectors to set up automation. This option is only available for Salesforce, Marketo and Eloqua.
- Use commercial ETL (extract, transfer and load) tools such as Informatica, Dell Boomi, Stitch Data, etc. to transfer data to specific AWS S3 folders.
- Create custom scripts to extract data from the systems and copy to specific AWS S3 folders.
Note: Data can also be loaded directly from the Lattice app. This option is only recommended for smaller data sets and ad-hoc data loads.
Step 4e. Activate Automated Sync for Template(s)
Before activating automated sync for the template(s), Lattice recommends verifying that:
- Templates are set up correctly and accurately reflect unique IDs, match IDs and match attributes.
- Data being loaded matches the template and is available in the correct location.
Activate the automated sync for your template(s). Once activated, Lattice will monitor for data in the drop folder and automatically import data.