User data enrichment

This guide details how to reconcile your real-time events with stored customer data (CRM, CDP) to personalise the experience and improve advertising targeting.

1. Business Value: Why enrich your profiles?

User enrichment adds context to each interaction. Instead of seeing an ‘anonymous visitor,’ the platform recognises a ‘VIP customer’ or a ‘category X buyer.’

• Advanced personalisation: Trigger specific messages (pop-ins, banners) based on loyalty score or last purchase.

• Acquisition optimisation: Send enriched audience segments (e.g. lookalikes based on top customers) to Meta or Google.

• Real-time emailing: Use hashed emails (SHA256) to re-identify users across all channels without relying on third-party cookies.

2. Implementation methodology in Platform X

Step A: Identification of the reconciliation ‘pivot’

To link CRM data to a web event, you need a common key (customer ID, hashed email, etc.).

• Documentation: Understanding Identity Resolution and Fuse

Step B: Importing reference data

You must load your ‘cold’ data (from your CRM or database) into the platform.

• Option 1 (File): Import via SFTP or manual upload. User file importer | Commanders Act X​

• Option 2 (API): Use the profile API to update attributes in real time. API users | Commanders Act X​

Step C: Configuring Event Enrichment

This is where the magic happens: the platform retrieves the data from your database and injects it into the circulating event.

Go to the Enrichments menu to create a matching rule (Lookup).

• Documentation: Configure event enrichment.

Step D: Normalisation and Correction (Optional)

If the retrieved data requires specific formatting before being sent (e.g. capitalisation, date calculation, syntax correction), use the cleaning module.

• Documentation: Using Data Cleansing to correct data.

Step E: Activation in destinations

Verify that your connectors (Meta CAPI, Google Ads) are using this new enriched data to improve the Match Score.

• Documentation: Destinations | Commanders Act X

3. Typical use cases

1. Exclusion of recent purchasers (Media Optimisation): By enriching the visit event with the ‘date of last purchase’ from your CRM, you create a dynamic exclusion segment for your retargeting campaigns. This saves your advertising budget by not targeting those who have just converted.

2. VIP Scoring and Priority Treatment (Personalisation): Inject the RFM (Recency, Frequency, Monetary value) score into your events. If a ‘Champion’ customer logs in, you can trigger a specific welcome banner via the Onsite API or offer them a priority support line.

3. Cross-Device Re-identification via Email Hash (CAPI): Retrieve the hashed email stored in the user profile to add it to anonymous browsing events. This drastically improves the ‘Match Rate’ on Meta CAPI or Google Ads, even if the user changes devices.

Need help with implementation?

Do you have a technical question or need assistance with configuring your enhancements? Our experts are here to help. Contact our support team: [email protected]