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 Lattice directly from your Marketing Automation Platform. This data is surfaced in D&B Lattice and can be used for audience segmentation and creation.
Two new tiles have been added in D&B Lattice under My Data to surface your marketing activity data:
- My Account Marketing Activity - includes all the attributes aggregated by your accounts in D&B Lattice
- My Contact Marketing Activity - includes all the attributes aggregated by your contacts in D&B Lattice
Please note: Aggregates are automatically generated based on the last 2, 4, 8,
and 12 weeks of activity
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.
The platform now supports built-in connectors to automatically retrieve the data from marketing automation platform. Setting up these connection is not available directly with-in the product. Please work with your customer success manager to complete the setup.
Please note: The recent product release allows customer Pardot system to be created
by themselves automatically, same as Marketo & Eloqua system.
Create and set up a new system, going to My Data -> Import Data -> Create System.
After the system is set up, configure the contact template.
You will need to provide sample data from your Marketing Automation Platform including the Contact IDs assigned to your contacts to establish the template. Use the Browse S3 option to access data automatically retrieved from the built-in connectors.
|Contact ID||First Name||Last Name||Title|
*Contact ID – the unique ID that identifies contacts in your system
2. Add your Marketing Activities to your Marketing Automation Platform
Contact your customer success manager at D&B to help setup your marketing activity data in your Marketing Automation Platform. Once the setup is complete, the Marketing Activity template will appear in your Marketing Automation Platform.
After the Eloqua / Marketo / Pardot system was established, users shall be able to observe as shown example below:
- One template for import leads from Eloqua / Marketo / Pardot
- One template for importing leads from Marketing Activities
3. Automate data transfer from your Marketing Automation Platform to D&B Lattice
If you are using Eloqua, Marketo or Pardot, the platform can automatically get the data directly from these systems using the built-in connectors. There is no additional action required.
Please contact your customer success manager, who can assist with setting up automation using built-in connectors in D&B Lattice. The automation will automatically update data from these systems weekly.
Note: Please ensure that all contacts in Eloqua, Marketo or Pardot are loaded in D&B Lattice and have been assigned a unique ID (Contact Id).
Not using built-in connectors
If you are using a marketing automation platform other than Marketo, Eloqua or Pardot, setup your data automation by first formatting your data to match the D&B Lattice marketing activity schema (below).
If you considering automating data from your marketing automation to the platform, ensure that the actual activity data is copied over to the S3 folder dedicated for your marketing activities.
4. Configure D&B Lattice 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|