Data should be gathered, structured, and systematically managed to provide the most fruitful customer insights. This includes not just raw customer data, but also insights from website interactions. Utilizing CRM platforms such as HubSpot or Salesforce can optimize this process. These platforms can be customized to capture advanced customer data, enabling its effective application within tools such as Salesforce Marketing Cloud or HubSpot Email Automation.
Below are a few advanced examples:
CRM examples
We can now send our analytics userId into our CRM to easily connect a name, email, etc. to their website interactions. We do this, as most analytics platforms do not allow PII (email, names, etc.) to be sent into their platform.
We can do this with almost all CRMs, such as Salesforce:
or to Hubspot:
While you could save this data locally, it is preferred to only work with anonymous unique identifiers stored locally, then query your CRM’s API to get the personalized info you are looking for.
This can be used for website personalization, or as an alert if user X takes a certain action, e.g. watching a certain video, to then send out an email to your sales staff.
This can be accomplished, for example, by using the Hubspot & YouTube API, or any other platforms for that matter.
