CDP and CRM Integrations

In the Martech stack deployed within a retailer, a Customer Data Platform (CDP) is frequently used to allow the retailer to get a clear view of a customer's behaviour and how they have interacted with them. This could include data from digital estates such as their mobile app or website through to them scanning and completing a transaction at the POS.

The key to this data is being able to take action off the back of the data gathered. Most CDP platforms allow the quick searching for customers who meet a set of criteria and add them to an "audience". An example might be all the customers who have purchased pet food in the last 60 days.

EagleEye AIR allows a retailer to take action off the back of identifying these customers. For example, a retailer may wish to give a money-off coupon to the customer to use in their next shop when they enter a given audience. Another use case may be the automatic reward of loyalty points if the customer calls to complain about a bad experience they had in the store. The customer gets added to the relevant audience in the CDP and AIR enacts the reward to the customer.

Roles and Data Ownership

In this integration, it's a good idea to ensure we have the responsibility of each platform to be clearly stated. The CDP's primary responsibility is gathering, processing and storing data relating to customer interactions with the retailer. They do not know about the available offers set up in the loyalty platform. The CDP also holds information on how the customer is identified. E.g. their email address or their loyalty card number.

AIR as the transactional and adjudication engine, holds all the data about loyalty promotions, POS Transaction data and all the data necessary to adjudicate a customer's basket during their shop. AIR also needs to know how to identify the customer in the same way as the CDP. This overlap of data provides us with the ability to identify the same customer in both systems.

Generally speaking, AIR will create new customers in the loyalty scheme (wallets) having been called by an identification service. This is similarly true for servicing bad customers (like suspending accounts due to fraud or incorrect password entry). The CDP receives the data from the source platform (AIR or the identification service) rather than being the controller for these Use Cases. EagleEye will still interact with the identification service independently of the CDP due to its real-time urgency.

Simple Integrations

To achieve these automatic rewards and interactions, some form of integration needs to be established between the AIR platform and the retailers' CDP platform.

The "Triggers" functionality in AIR allows the configuration of a given reward to be given to a customer. That reward could be some loyalty points or a coupon to be used in their next transaction. To enact this reward, the platform needs to be told who to give a reward to and a "key" to identify which of the configured rewards should be given to a customer. The details of the AIR AIP are here: https://developer.eagleeye.com/reference/socialbehavioralactioncampaign

Given the overlap of the customer identifier, the CDP has the correct information to specify which customer to reward. It also has a unique identifier for the audience to which the customer is being added. These two data points can be crafted into a call to the Triggers functionality in AIR to reward the customer. The below diagram provides a visual representation of this interaction.

More Complex Integrations

There are always going to be more complex setups than the above. If you feel you'd like to explore how you can use your CDP with AIR in a more detailed and feature-rich way, contact your Account Manager.

Coming Soon

We are exploring building out-of-the-box integrations with some CDPs to allow you to simply turn on the integration for your integration allowing a fast-to-market activation of rewards for your customers.