Data source - CRM
Learn how we process your CRM data
Lexer’s Customer Data Platform ingests data from a variety of sources and one of the most common is Customer Relationship Management (CRM) data. Sending Lexer this data allows you to understand the demography of your customers and prospects, their location, and contact information as well as combine it with your other data for an enriched single-customer-view. In this article, we'll walk you through how to integrate your account and which CRM attributes are available.
Integrate your account
First we need to connect your account, which will give us permission to retrieve customer profiles from your CRM platform.
- Connect your Salesforce Marketing Cloud account
- Connect your Klaviyo account
- Connect your Hubspot account
What we do with the data
Once you’ve connected your account, Lexer is able to retrieve your customer and product information to create a set of attributes that you can later query and compare in Lexer.
This is what we do with your data to achieve this:
- Auto-validation: We pull the data as a file and check its format, as well as the records in the file, to make sure they can be imported into Lexer.
- Validation: We look at the data to make sure it’s what we expect it to be.
- Enrichment:We transform your data from its current format into a set of value-add attributes.
- Unification: We unify your transaction data to other in your account, as well as third-party data sets.
- Import: We take the validated, enriched, and unified data, and import it into the Lexer product.
What we build
Once we’ve retrieved your data, we will build a set of attributes you can query in Lexer. We either import it without transformation, or we change it so you can get more value from it. Here is a list of the attributes we can build with this data.
Lexer cleans and transforms your data into straightforward representations of the raw data, making it easy for your team to search, analyze, and activate.
Lexer takes all the data you have provided and enriches it, often combining multiple data points to make them more useful than they are on their own.
How we unify customer records
This field is typically used to match to your other data sources, such as Transactional, and Email Engagement platforms. If this ID is used across your business, it will be the field that links across all systems.
This field is used to unify your data to Twitter, enable activation on various sales channels, and can be used to unify your data to certain second and third party sources.
This field is used to unify on other data sets, such as Experian. Lexer transforms your mobile numbers to make sure they’re in a consistent format, ensuring the highest possible unification rates.
The volume of data being sent from each platform’s respective API will affect the time it takes to extract it. If we're trying to extract a large amount of data, it’s worth noting this could take days and has the potential to fail. This is based on each platform’s ability to send across the data Lexer is asking for, within a reasonable time, and without becoming overwhelmed.
And that's it! Now that you know how we process your CRM data and which attributes we can build with it.