Syncing and identifying profiles

This article explains why and how you should sync and identify profiles with Datatrics.

Christiaan Proper avatar
Written by Christiaan Proper
Updated over a week ago

Since Datatrics is a Customer Data Platform, it is essential to integrate data sources containing profiles. Datatrics creates unified profiles containing profile fields, conversions, email opens, and other interactions by connecting multiple sources. Together with data from our tracking script, Datatrics can analyze behavior and predict customer and persuasion types, buying phases, buying potential, and items to recommend. All of this results in a 360-degree customer view, enabling you to create smart segments and relevant Campaigns and Customer Journeys for your customers.

Known and unknown profiles

When working with Datatrics, you will see amounts of “known” and “unknown” profiles appear in the interface, so it is good to know the definitions of these terms.

Unknown profiles are website visitors who Datatrics can’t link to a profile from one of your connected data sources.

Known profiles are profiles synced from one of your data sources, and most of the time, these contain email addresses. It’s strongly recommended that profiles from connected data sources include an email address since it’s an essential identifier for linking and creating that 360-degree customer view.

Integrate your Email Service Provider tooling

One of the essential integrations you need to connect is your Email Service Provider (ESP) tool. This data source contains all profiles opted-in to your emails, and of course, it is an important marketing channel for most. By making sure the profiles in this data source are synchronized to Datatrics, you can start benefiting from the profile analysis and make sure you can use these predictive characteristics in your ESP as well. Some ESPs even allow syncing extra data like segments, abandoned shopping carts, viewed content, and more.

After connecting, it is also essential to make sure that you add link tracking to the emails you send. By doing this, the Datatrics tracking script on your website can identify profiles coming from emails and link website visitors to actual profiles.

Connecting a source that contains conversions

Most of you also use tools where transactions take place, like e-commerce tools, booking engines, ticketing systems, etc. As you probably understand, this is also very valuable data to synchronize with Datatrics since it provides a good picture of interests, buying patterns, and purchase potential. By connecting such a source, all profiles get synchronized with Datatrics, and conversions by those profiles will automatically be added to the behavior timeline of profiles in Datatrics. With this behavioral data, profile characteristic predictions will be more accurate and thus result in more relevant segmenting and recommendations.

To ensure future buyers on your website get linked to profiles from said sources, you need to check if conversion IDs sent to our tracking script are the same as conversions IDs from the connected data source.

Other data sources containing profiles and/or conversions

You might use another data source that includes profiles and/or conversions. If it has extra relevant information on the profile that isn’t already in one of the other data sources, you can integrate it with Datatrics.

If you use a data source with which Datatrics doesn’t integrate, you can import profiles, conversions and return data to Datatrics with our custom importer.

Another way of identifying profiles through our tracking script

You now know of identifying profiles via link-tracking and conversion IDs, but there is another optional identification method via JavaScript events on your website. This method requires knowledge of JavaScript and/or data layers and can only be used if profiles get identified on your website via another way, like by logging in. Datatrics also automatically tries to capture email addresses from input fields when the input type is email, but this doesn’t always work for all websites since every website is built differently.

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