Handling product, website, contact, and sales-related information in SAP Emarsys includes two main components: data onboarding and data management.
Data Onboarding involves integrating data from various sources into the platform. It includes the following steps:
Uploading product data, importing contact data, integrating web behavior data, and uploading sales data.
Mapping data to the correct fields and values to guarantee accuracy.
Verifying the data for completeness and correctness.
Configuring the use of the data across various channels.
This process guarantees correct data integration and readies it for use in SAP Emarsys. Depending on the business needs, different methods and tools are available to simplify the process, including using CSV files, Google Product Feeds, or the SAP Emarsys API.
Data Management focuses on organizing and improving the data for easy use. It includes:
Sorting data into specific groups.
Adding more details to contact profiles.
Studying the data to understand patterns and behaviors.
Making sure that the data is safe and compliant.
Connecting with other systems for consistent synchronization.
These steps help businesses use contact information to create tailor-made marketing campaigns and make data-driven strategic choices.
Datasets in SAP Emarsys
SAP Emarsys uses four core datasets to improve the experience for individuals who interact with the brand. These datasets include:
Contact data
Product data
Website data
Sales data
Each plays an important role in creating a unified contact profile and improving marketing strategies. Understanding how these datasets interact helps create a comprehensive data strategy to guarantee smooth data management and integration.
Contact Data offers a complete view of each contact's profile, helping businesses understand their contacts. External identifiers such as customer IDs are essential for creating a unique contact view. Businesses can use contact data fields for segmentation and personalization.
Product Data allows for custom product recommendations, using identifiers such as product ID to refine contact interactions and maximize sales opportunities.
Website Data tracks contact website behavior, helping businesses segment, automate, and customize marketing content across channels to drive sales and improve satisfaction and engagement. Recording this information needs external contact and product IDs.
Sales Data focuses on contact purchasing history and spending habits. It allows businesses to tailor promotions and recommendations, making sure that marketing strategies are relevant, well-targeted, and actionable. This dataset includes external contact, product, and order IDs.
Note
For more information, visit the Data onboarding - Overview page in the Help Portal.
Overview of Datasets for SAP Emarsys Features and Channels
SAP Emarsys features access to different data types through internal connections within the SAP Emarsys account. Each feature uses specific data types. For example, Smart Insight and Emarsys Loyalty access contact, product, and sales data. Emarsys Loyalty, however, also uses its own database for extra information. Knowing which features need specific datasets helps plan effective data strategies and guarantee prerequisites such as correct Smart Insight setup.
Data Strategy Overview
To develop a successful data strategy, start by addressing key questions:
What are their current use cases and campaigns?
Which use cases and campaigns does this process need to prioritize?
Which campaigns do the new system need to migrate to?
Are there specific brand and language preferences to consider?
A strong strategy involves collecting important information from new SAP Emarsys clients. It’s important to ask about recurring use cases, such as welcome emails, event-triggered campaigns, and transactional emails.
Understand brand and language preferences as part of creating custom content. Consider various campaign types, such as:
Welcome programs: Introduce new contacts effectively.
Birthday programs: Celebrate contact milestones and build loyalty.
Abandoned cart campaigns: Engage contacts to recover lost sales chances.
First, evaluate SAP Emarsys clients' goals and identify key use cases, such as campaign types or engagement triggers, to advise on custom touchpoints.
This method helps build a data strategy that discusses client needs and preferences, guaranteeing marketing efforts boost engagement and drive meaningful results.
Before exploring contact data flows, consider these questions:
What is the leading system?
Which systems connect?
How do the systems specify data transfer between them?
Effective management of contact data involves thoughtful planning and coordination. Here are key considerations for contact data flow:
Leading system: Identify the primary system that manages contact data. This system serves as the central hub for data operations.
Connected systems: Determine more systems that connect with the leading system. These systems must integrate smoothly to support fluid data movement.
Data transfer specifications: Define how these systems transfer data between them. Precise specifications make integration work well and keep data consistent.
Lesson Summary
Data onboarding and management: The lesson covers the integration of product, website, contact, and sales-related data into SAP Emarsys. It includes uploading and mapping data, verifying its completeness, and configuring its use across various channels.
Core datasets: It highlights the importance of four core datasets: contact data, Product data, Website data, and Sales Data. These datasets create a unified contact profile and improve marketing strategies.
Web Extend data collection: It highlights the use of Web Extend data collection scripts to track website interactions and process data for SAP Emarsys applications, guaranteeing a clean and compliant database.
E-commerce Commands: Implement e-commerce JavaScript commands to track visitor behavior, identify contacts, and manage data uploads by following the offered instructions.