Name: Explaining Data Requirements and Contact Identification in SAP Emarsys
Uploaded: 2025-9-22
Duration: 487 s
Description: Explore SAP Emarsys data requirements and contact identification. Discover how integrating diverse data sources enhances personalized communication and customer engagement through effective use of internal and external identifiers.

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<div>Explore SAP Emarsys data requirements and contact identification. Discover how integrating diverse data sources enhances personalized communication and customer engagement through effective use of internal and external identifiers.</div>

Explaining Data Requirements and Contact Identification in SAP Emarsys

Welcome! In this video, we will introduce the SAP Imarsis data requirements and explain how contact identification works. Let's begin by understanding how different data sources enhance SAP Imarsis products for effective channel communications. Imarsis integrates various data sources to facilitate customer engagement. These sources drive key SAP Amarsis features. For example, sales data powers smart insight and Amarsis loyalty. Product data fuels Predict and WebExtend for personalized recommendations. recommendations. Website and mobile data enable customer engagement through mobile engage and triggered email. Business-specific data can be connected to Amarsis via the relational data service, enabling its use for advanced segmentation and personalized messaging. By connecting these data sources, SAP Amarsis personalizes communication, executes campaigns, segments audiences, and recommends products among many other features. This is how the right message reaches the right person at the right time. SAP Amarsis Revenue Attribution and Analytics evaluates communication impact, showing each touchpoint's role in business success. Before integrating external systems and data sources with SAP Amarsis, it is crucial to establish a clear data strategy to ensure synchronization and maintain high data quality, relevancy, and consistency. This involves defining data sets, identifying primary systems, and determining synchronization frequency. How does SAP Amarsis handle data from various sources and identify contacts? While SAP Amarsis isn't a customer data platform, it builds unified contact profiles by aggregating data from multiple sources. Each contact, a customer, or a lead is stored internally with a unique internal contact identifier. This internal contact identifier, generated by SAP Amarsis, is essential to ensuring that internal processes like segmentation and personalization are consistent across all channels. It is also available in open data for being able to link data like email clicks to contact data. Contacts must be mapped with an external contact identifier to ensure consistent communication and precise profile updates across channels and data sources. This could be a customer ID, a CDP ID, or another unique value that distinctly identifies each individual. The External Contact Identifier serves two key purposes. A key for linking behavior data and third-party system integrations to the correct internal profile, ensuring accurate tracking and efficient management. A duplication key for connecting records across multiple databases and systems, preventing duplicate contacts. The best practice is for clients to provide a unique, persistent external contact identifier assigned to each contact that is then used consistently across all channels, such as web and mobile. These are the recommended principles for external contact identifiers. Non-guessable Ensure identifiers aren't easy to predict or reconstruct. Non-sequential, avoid using identifiers in a specific, predictable order. Avoid sensitive personally identifiable information, or PI. Do not use data like emails, phone numbers, or government IDs without explicit approval. Stable, ensure identifiers are consistent for the same contact across all systems and channels. If a client is unable to generate such a unique external contact identifier, consult with SAP Amarsis for best practice recommendations and assistance with alternative solutions. Please be aware that using email as an identifier is only supported in limited scenarios. Certain features and channels require a non-PI ID due to security and privacy requirements. Using emails or guessable identifiers may also increase the risk of. duplicate contacts, data fragmentation, unauthorized account access, data leaks, and privacy violations. Contacts or profiles are often harmonized and consolidated in customer data platforms, CDPs, like the SAP CDP or external CRM systems, which can help centralize contact data and create a more unified view across different touchpoints. Let's explore the main data types connecting contacts and their behavior. Contact data. It includes all information about a contact, such as name, email, and preferences. It's crucial to deliver personalized messages, automate workflows, and segment accurately across the platform. Product data. List of items including the unique product ID to identify the specific products a contact has interacted with or purchased, the category, the availability, and price information to render personalized recommendations. Product data is essential for web extend data collection to capture product view and purchase data, for predict recommendations, and smart insight customer intelligence. It enables personalized product recommendations, building segments, and automation journeys, like card abandonment and notifications for low-stock or back-in -stock items by storing web behavior data in the contact database. Sales data or transactional data Contains critical details such as identifiers of the order, customer, and product, which help identify what products were purchased, when, and by whom. It powers tools like the SAP Amarsis RFM Scoring and Segmentation, Smart Insight, and the Amarsis Loyalty Solution. This data is not stored in the contact database, but is essential for connecting purchases to contacts to enable revenue attribution, segmentation, analytics, and automation. The system interconnects these identifiers, preventing duplicate contacts and enabling accurate segmentation, personalization, and automation. How to choose the right identifiers for channels and modules When planning for different communication channels and modules, consider the following requirements. Email channel requires an email address. SMS, MMS channel uses a mobile phone number. WebExtend and WebChannel works best with a unique external contact ID, like customer ID to identify website visitors. Smart Insight. Choose an ID that is common across both online and offline purchases. Mobile SDK and Web Push SDK. For security reasons, using PII such as email addresses or phone numbers to link devices to contacts is not allowed. Instead, use external contact IDs aligned across channels. Even if Web Extend and Mobile Engage use different IDs, they can be mapped to a single record to ensure consistent behavioral tracking. Third-party data, relational data, each data table can have its own identifier, but all identifiers need to align with the MRCIS contact database for accurate mapping. Remember, SAP MRCIS recommends using a single, unique external identifier for contact identification to ensure consistency, enhance security, comply with data protection regulations, and support effective multi-channel engagement.