As your prospects and customers engage with your marketing campaigns by submitting forms, opening emails, and visiting your site, your target audiences and messaging should align to how they have interacted with your campaigns.
You can now import marketing activity data at the account and contact level into D&B CDP directly from your Marketing Automation Platform. This data is surfaced in D&B CDP and can be used for audience segmentation and creation.
Two new tiles have been added in D&B CDP under My Data to surface your marketing activity data:
- My Account Marketing Activity - includes all the attributes aggregated by your accounts in D&B CDP
- My Contact Marketing Activity - includes all the attributes aggregated by your contacts in D&B CDP
Please note: Aggregates are automatically generated based on the last 2, 4, 8,
and 12 weeks of activity
Prerequisite: Requires Identity Resolution, which matches and removes duplicate data from your systems to create a single source of truth.
Currently, the setup for importing opportunities is not self-serve. You should read through this article to understand what information is required and contact your customer success manager to assist with the setup.
1. Create a system to represent your Marketing Automation Platform
If your marketing activity data is stored in a Marketing Automation Platform such as Eloqua, Marketo or Pardot, you will need to set up a new system to represent this platform.
If your opportunity data is stored in a CRM such as Salesforce, Microsoft Dynamics or SAP, you will need to set up a new system to represent this platform.
Create and set up a new system by going to My Data -> Import Data -> Create System.
After the system is set up, configure the contact template.
Note: You may have this system already set up today if you are already using one of the automated import connectors.
2. Send marketing activity from your MAP to D&B CDP
There are two ways to send data:
Option 1: Use an automated connector to get data from Marketo, Eloqua or Pardot: D&B CDP supports Marketo, Eloqua and Pardot connectors that can directly import marketing activity data. This is currently not self-service.
To understand what is needed from you to use the automated import connector. You should review the Connectors for Automated Data Import article.
Option 2: You send data to D&B CDP: Alternatively, you can send data from your MAP directly to D&B CDP as a CSV file.
You can use option 2 if your marketing activities are in a system that is not supported by an automated connector. The file sent to D&B CDP will need to have the below format exactly for D&B CDP to successfully import the file.
|10/21/2019 6:36:00 PM||John||1234|
|10/21/2019 6:36:00 PM||Jane||3456|
To help you automate this process, we recommend send this CSV regularly through the AWS S3 folder created for accepting opportunity data. You can review the article on automating data to D&B CDP Using AWS S3.
After the Eloqua / Marketo / Pardot system is established, users shall be able to observe as shown in example below:
- One template for import leads from Eloqua / Marketo / Pardot
- One template for importing leads from Marketing Activities
3.Configure D&B CDP to specify which marketing activities can be used to build audiences
You can choose up to 10 unique marketing activities that can be used for segmentation and audience creation.
Go to My Data -> Import Page -> Marketing Activities Template -> Configure
Next, upload a CSV with up to 10 different marketing activities. Each activity is a regular expression that can be used to capture engagement from a single or multiple activity types.
|Clicked On Email Link||ClickLink|