This article shows you, how you can use data tracked via Webtrekk Analytics for deriving the sentiment of your users and how you can integrate these information into your CRM system.

Content:

• Preface
• Customer Number as Key
• Trigger on the Website
• Segmentation in Webtrekk DMP
• Configuring the Datafeed

Preface

Track all important information on your website and save them in your CRM system, too.

Customer Number as Key

In order to realize a link of both systems, the use of a customer number is required.

In most cases, the encrypted email address (MD5) is handed over as customer number. This means, that it is not possible to make a specific reference to a person. Therefore, the encrypted customer number should be saved as a user attribute in the CRM system.

Trigger on the Website

Possible points, that can give insights into the sentiment of a user, could be:

• NPS rating
  The Net Promoter Score shows the possibility of a user recommending your company.
  In Webtrekk this survey can be integrated via the Tag Integration plugin. Data collection is realized via a session parameter.
• Rating or sharing of an article
  Do you provide a rating or sharing function for articles? This information is usually tracked in Webtrekk via an Event.
• Subscription to or unsubscription from a newsletter
  Usually the call of a specific page is used for tracking this information in Webtrekk.
• Access of account-specific information, such as information about contract term, contract change or cancellation
  Usually the call of a specific page is used for tracking this information in Webtrekk.

Ensure, that these information are tracked correctly in Webtrekk.

Segmentation in Webtrekk DMP

We now know, which filters are necessary and save these in Webtrekk DMP as segment for each sentiment.

• Example for a filter for segmenting all users with a positive sentiment:
  
  
  
• Example for a filter for segmenting all users with a negative sentiment:
  

The configured segments will be used in the datafeed.

Configuring the datafeed

The data tracked by Webtrekk are sent to the CRM system via a datafeed. Configuration is done at "Webtrekk Q3 > Configuration > Feeds". The export usually takes place once per day via a FTPS connection.

Based on the example the import feed could be configured like this:


The export includes all (encrypted) customer numbers, that are handed over to Webtrekk and belong to the segment. Match this list with your CRM data.