How do you connect data sources?

Required tools

• Customer Insights – Data — With access to configure data sources.
• Contact person for the source system — Someone who can explain what the fields actually mean.

Map before you connect

1. 1.Determine what identifies the customer in the source

   This determines everything else. Is it an organization number, an email address, or an internal customer number series? Without a key that can be linked to something you already have, the source cannot contribute to the profiles.

2. 2.Clarify what the fields actually mean

   Two systems may both have a field called “status” without it meaning the same thing. Review the fields you want to retrieve with someone who knows the source system, and document what they mean.

3. 3.Select only the fields you will use

   The temptation is to retrieve everything. Every field you include must be maintained, have conflicts resolved, and eventually be deleted. Include what answers a specific question.

Connect and verify

1. 4.Connect the source and run an initial import

   Compare the number of rows received with the number you expected. Discrepancies here are almost always due to filters or permissions in the source system, not the platform.

2. 5.Set conflict rules per field

   Decide which source takes precedence when two sources disagree. The accounting system usually has the most accurate billing address, while the CRM has the most up-to-date contact information. This is a business decision and should be documented.

3. 6.Check ten profiles manually

   Pick ten customers you know well and see whether the overall profile matches reality. This spot check reveals matching errors that no statistics can detect.