Using Curated Attributes to Understand Data Import

With your Rev.Up CDP, you can expect to receive account and contact data from many sources. The behind-the-scenes matching and merging of many records into a single source of truth may leave you wondering specifically where an account or contact first came from, which data source most recently updated the record, or whether a data source has ever updated the record.

These data points are stored in the Curated Attribute Tiles.

The exact number of these fields you have is dependent on the number of data sources you have configured:

Accounts can be created, or modified by:

• Your CRM
• Leads from Marketing Automation (Marketo, Pardot, Eloqua)
• De-anonymized Web Visits (Visitor Intelligence)
• Third Party Intent (D&B Intent)
• Opportunities
• Product transactions
• Explore Module
• Custom Data Sources from s3

Contacts can be created, or modified by:

• Your CRM (leads or contacts)
• Leads from Marketing Automation (Marketo, Pardot, Eloqua)
• Explore Module
• Custom Data Sources from s3

For all account/contact records, the CDP tracks the following metadata about record creation:

1. Date of Creation
2. Template Responsible for Record Creation (was this created by an account, lead, web visit, opportunity, etc.)
3. System Responsible for Record Creation (was this created by Salesforce, Eloqua, Visitor Intelligence or Explore Module)

For all account/contact records, the CDP tracks the following metadata about record modification/activity:

1. Date of Most Recent Activity (i.e. Opportunity update, or Email Opened, not a change on the account/contact fields)
2. Date of Most Recent Modification (i.e something about the account/contact changed)
   1. Date of Most Recent Modification by System (when did CRM last update the record? when did Explore Module last update the record?

For accounts, the CDP also tracks two more fields:

1. The number of contacts associated with the account.
2. Whether the account has any activities (i.e. email opens, form fills, web visits, opportunities, sales activity) at the account, or any contact at the account.

With different combinations of that metadata, we can paint a very clear picture about which system is the origin point of a record, which system is updating the record.