This article shows you, how to connect Webtrekk with an CRM System.
CRM data can be integrated into Webtrekk to ensure a comprehensive valuation of customers or leads. On the other hand, Webtrekk is able to import web-specific information into the CRM system to broaden the data base.
What data can be provided by Webtrekk?
All data can be imported from Webtrekk. For instance, the visited pages and categories, viewed products/products added to the shopping cart/purchased producs, used marketing campaigns…
Furthermore, Webtrekk supports the RFM and RFE model in order to rate users quickly and efficiently. These data can also be used.
Webtrekk also provides a range of predictions for calculating purchase and return probabilities.
What data can be imported from the CRM system to Webtrekk?
Text as well as numerical values can be imported. The exact number of user attributes depends on the specific contract.
How can Webtrekk be connected to the CRM System?
There are 2 cases to differentiate: Is a customer account created or not?
- Customer account is newly created or already exists
At the first access to the website a unique customer number is created, that also has to be indicated by the customer at subsequent visits. The customer number serves as key between Webtrekk and the CRM system.
In most cases the encrypted email address (MD5) is handed over as a customer number. This means that no personal references can be made in Webtrekk. Therefore, the encrypted customer number should be stored in the CRM system as a user attribute.
- Customer account does not exist
In this case the exchange can be realized on the basis of a device ID. For example it is also possible to export data of non-customers. The data import into Webtrekk is usually realized on the basis of an order number. By using the order number the device ID can be identified.
The data exchange is usually done via data feeds.
Example lead status
A lead is generated on the website. Without an integration of the CRM data no evaluation of the lead quality is possible. Therefore, the conversion status (lead, offer created, sale) and the age is handed over subsequently via the CRM system. These data is used in Webtrekk in order to assess the marketing campaigns, for instance. Webtrekk hands over the viewed products and the used marketing campaigns of the user to the CRM system.
Setup in Webtrekk
In Webtrekk URM categories have to be set up initially, in which the data imported from the CRM System is stored.
For doing this click on "Webtrekk Q3 > Configuration > Categories > URM Categories > New Category". The data type "Figure" is only selected, when numerical information has to be stored, on which a calculation shall be based on. For instance, to answer the question: What age are my users on average, that have purchased product A?
Setting up the data feed
Data can be exchanged between the CRM system and Webtrekk using a data feed. It can be configured at "Webtrekk Q3 > Configuration > Feeds".
Based on the example the feed for the import could be configured as follows: