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|