Overview

This document focuses on EE Connect capabilities for Customer Data Platform (CDP) and Marketing Automation Platform (MAP).

Terminology

Terminology	Description
Customer Data Platform (CDP)	A Customer Data Platform, is a centralized system that collects, organizes, and analyzes customer data from multiple touch points. These touch points can include websites, stores, mobile apps, CRM systems, and more. The primary function of a CDP is to create a unified view of each customer, allowing businesses to understand their behaviour, preferences, and interactions across channels.
Marketing Automation platform (MAP)	A system designed to help businesses automate their marketing and sales engagement processes to generate more leads, drive higher conversion rates, and optimize marketing spend.
Customer Relationship Management (CRM)	CRM is a system used to manage a company's interactions with current and potential customers. It utilizes data analysis about customers' history with a company to improve business relationships, specifically focusing on customer retention and ultimately driving sales growth. CRM systems compile data from a range of different communication channels, including a company's website, telephone, email, live chat, marketing materials, and social media.
Audience	Audiences within CDP and MAP can be set up group consumers, issue rewards, automated marketing action or communication, for e.g. new loyalty members receive welcome offers, existing loyalty members receive birthday offers.

CDP and MAP Connectors

The CDP and MAP connectors enable a range of pre-configured, out-of-the-box use cases that are highly valued by our clients worldwide. These connectors enable seamless event-driven interactions, allowing for events originating from external platforms to trigger actions within EE AIR, as well as enabling events from EE AIR to trigger actions in external platforms. This robust functionality ensures efficient and automated workflows, enhancing the overall customer engagement, experience and operational efficiency.

Inbound Use Cases

When a consumer is added to an audience within a platform, Social and Behavioural rewards can be issued in AIR automatically and communications can be sent out in real-time. For e.g. create an audience for a group of consumers that are not active digitally, issue them 10,000 points for downloading the app, and send communications to create awareness of the offer issued.

Here are a few examples of audiences:

A new loyalty member
All consumers having a birthday in the upcoming month
Unsatisfied consumers affected by an outage
Consumers with low transactions
Consumers without digital presence
Less digitally active consumers
Consumers with a high points balance
Consumers reaching expiration of their current loyalty tier
Consumers close to the next loyalty tier

Use Case	Actions in AIR	Outbound Event(s)
Issue reward in AIR for entering an audience	Issue rewards using Social Behavioural Actions	SERVICE.TRIGGER

Outbound Use Cases

Consumer loyalty activities and data from EE AIR can be seamlessly transferred to a downstream platform, facilitating the creation of a unified consumer profile within that platform. Leveraging this comprehensive data, retailers are empowered to create targeted audiences and deliver personalized communications, such as messages thanking customers for joining the loyalty program or congratulating them for accumulating 10,000 points.

Use Case	Actions in AIR	Outbound Event(s)
Join Loyalty Program	Method 1: Create wallet and related objects in one API call. Method 2: Create wallet, Identities, Consumer, Coupon Accounts (one at a time or multiple), Points Account	Method 1: One API call SERVICE.WALLET.ACCOUNTS.CREATE Method 2: multiple API calls SERVICE.WALLET.CREATE WALLET.CONSUMER.CREATE WALLET.ACCOUNT.CREATE.SCHEME WALLET.ACCOUNT.CREATE.CAMPAIGN (single) WALLET.ACCOUNT.CREATE (multiple)
Leave Loyalty Program	Delete wallet	SERVICE.WALLET.DELETE
POS Transaction: Purchase with immediate settlement	Wallet Open Wallet Settle	POSCONNECT.WALLET.SETTLE
POS Transaction: Purchase with phased order fulfilment	Wallet Open Wallet Fulfil	POSCONNECT.WALLET.FULFIL
POS Transaction: Refund	Wallet Open Wallet Refund	POSCONNECT.WALLET.RETURN
Changes to Tier membership	Tier movement, adjust, credit, debit	TIER.MEMBERSHIP.MOVE TIER.MEMBERSHIP.CREDIT TIER.MEMBERSHIP.DEBIT TIER.MEMBERSHIP.ADJUST
Join Subscription Plan	Create Subscription and Entitlement Accounts	WALLET.ACCOUNT.CREATE.PLAN
Leave Subscription Plan	Cancel/Expire subscription and entitlement accounts	Subscription Expiry: A platform is encouraged to track subscription expiry date when a subscription is created as there won't be outbound event notifications from EE AIR for this. Subscription Cancellation event: WALLET.ACCOUNT.UPDATE
Redemption of coupons	Redemption of Coupon Accounts in AIR via any API	Any event where atomicOperations.objectType = "walletAccountTransactionEntity", object.Value.event = "REDEEM"

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Scheme
EE connect for CDP/MAP supports one active points account and one scheme within the loyalty program

Sample Consumer Journey

When a consumer experiences a late delivery, they are added to a pre-existing audience within a CDP. This action automatically triggers an inbound API call to EE Connect, which subsequently initiates a reward issuance for the consumer in EE AIR. Upon the successful issuance of the reward, an outbound event notification is sent from EE AIR via EE Connect to a MAP. This notification then triggers a pre-set communication to inform the consumer about the awarded reward.

Setup

An Integration between a client's AIR unit and a platform requires set up for each direction.

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EE Connect Configuration via Dashboard
Currently, configuration for EE Connect and enriched event notifications are possible via API and can be done with the help of an EE resource. In the near future this will be made available for clients to self serve via AIR dashboard.

Inbound Setup

AIR

EE to configure the inbound connector for the Platform via AIR configuration service on behalf of the client via API.
EE to set up API credentials for the platform for e.g. braze.
The client to set up Social Behavioural Actions within the AIR Dashboard incorporating unique Action Reference for each inbound use case that necessitates reward issuance in AIR.

Platform

The client to set up one or more audiences according to their business requirements.
The client to assign AIR Action Reference to the properties for each audience within their platform.
Optionally, the client may configure communications utilizing data attributes populated by AIR event notifications within the platform.

Outbound Setup

AIR

EE to configure the outbound connector for the Platform via AIR configuration service on behalf of the client via API.
EE to configure event notifications from EE AIR, enriched with identity information.

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Event Enrichment
All outbound events from EE AIR are enriched to include identities of a specified type so that a consumer can be looked up within a platform externally

Platform

The client to define actions within their platform for each outbound event from AIR into the platform, e.g.:
1. A new joiner to the loyalty program --> Add to an audience
Optionally, the client may configure communications utilizing data attributes populated by AIR event notifications within the platform, for e.g.
1. Points were spent towards a purchase --> send an email to the consumer confirming the spend of points

Technical Information

The code for Eagle Eye Foundation Connector is written in TypeScript and is open sourced in GIT here.

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GIT Access
We are in the process of open sourcing the code in GIT. The above links will become available for use very shortly.