CRM/PRM enrichment and activation on proprietary channels

Boost your CRM with Commanders Act + First-ID. Enrich your customer profiles with their recent web behaviour to trigger ultra-personalised email/SMS campaigns, even without a login.

1. The problem: lack of behavioural context in CRM

The majority of your customers browse your site without logging in. For your Marketing Automation tool, these visits are ‘lost’ and cannot be used to trigger personalised messages.

• Consequence: Your CRM campaigns lack responsiveness and relevance (e.g. sending a generic promotion when the customer has just viewed a specific category on Safari without being logged in).

2. The solution: Profile reconciliation and enrichment

The alliance between Commanders Act and First-ID bridges the gap between the web and your database:

• Persistent identification: First-ID recognises the user over the long term, regardless of login.

• ID <> Email Reconciliation: The CDP uses the matches provided by First-ID to link browsing behaviour to a hashed email address (HEM) in your CRM.

• Automated Data Flow: Attributes of interest (categories viewed, products viewed) are injected directly into your emailing tool (SFMC, Adobe Campaign, etc.) via the CDP.

3. Key benefits

• Increased personalisation: Segment your CRM database based on recent web browsing to send the right product at the right time.

• Increased engagement: Emails based on the customer's actual intent generate significantly higher open and click-through rates.

• Marketing Automation ROI: Boost the revenue of your automated scenarios (re-engagement, abandoned cart) by capturing a much larger audience.

4. How it works (Implementation steps)

1. Mapping: Configure the CDP Import connector to receive mapping tables (First-ID <> Hash Email) from the First-ID platform.

2. Enrichment: Commanders Act CDP automatically links this data to enrich CRM profiles with recent browsing history.

3. Export: Configure the Export connector to your CRM platform (e.g. Salesforce, Adobe) to send these behavioural attributes.

4. Automation: Update or create new Marketing Automation scenarios based on this new intent data.

Need help with implementation?

CRM enrichment requires seamless synchronisation between your identifier flows and your activation tool. Our experts will help you configure your import/export connectors and maximise the value of your customer base. Contact our support team to start your implementation: [email protected]