Customer Intelligence: Datenintegration

6.1 How is the data transfered?

The most common way is a CSV data export from the BI system, the CRM or e.g. from the credit card processor directly. It should be fully automated to export a daily dump with the necessary data, alternatively manual data dumps can be defined and provided. If the customers system does not have a corresponding built-in export function, Adtelligence will be happy to support with automation assistance. However, Adtelligence can also integrate with various cloud providers, e.g. Microsoft Azure.

• Adtelligence provides the system and the SFTP share and the customer transfers all data to this SFTP
• Alternative: For data export into customer systems Adtelligence uses an SFTP Server provided by the customer and for exports from customers system to Adtelligence, Adtelligence provides an SFTP Server
• Alternative 2: Adtelligence pulls data directly from any cloud environment, e.g. Azure.

6.2 How does the pseudonymization of the data work?

The Adtelligence software can work with an anonymous identifier and does not require any personal data or customer, credit card and account numbers (no PCI DSS data needed). The data can already be masked in advance on the customer side before any data transmission to Adtelligence takes place.

If the customer cannot provide pseudonymization, the pseudonymization function can be developed by Adtelligence:

For this purpose, a data splitter is interposed in the export, which pseudonymizes and filters the data. The data flow is illustrated in the following graphic. Adtelligence never has access to the personal data, but can still trigger the appropriate action, e.g. an email from an external connected email system. The data splitter separates the personal and contact information relevant for the playout channels from the remaining data set. From the remaining data, the fields required for a suitable customer group selection are selected and transferred to Adtelligence. Data fields that are neither relevant for output channels nor for decision-making, such as customer, credit card or account numbers, are discarded by the data splitter if they exist. For later assignment in the output channels, an identifier is appended to each of the two data sets, which cannot be traced back to a person without the data of the output channel.

Example of the pseudonymization process – directly trigger campaign at marketing channel

1. Separation of the customer profile from personal data
2. Transfer of customer data without personal identification to Adtelligence
3. Adtelligence delivers action & recipient (email campaign and customer ID) to email system
4. Email system reconnects ID to name and email address etc. to send personalized campaigns

Option 2: Example of the pseudonymization process – indirect triggering

1. Separation of the customer profile from personal data
2. Transfer of customer data without personal identification to Adtelligence
3. Adtelligence delivers action & recipient (email campaign and customer ID) back to customer
4. Customer reconnects ID to name and email address to send trigger list to output channel
5. Output channel sends personalized message/campaign

6.3 Example: E-Mail channel: How is the process?

1. Texts and images (E-Mail variants) are still created in E-Mail tool
2. E-Mail variants are automatically synchronized with the Adtelligence platform
3. Campaign is created in Adtelligence system and at least one email variant is selected from E-Mail tool
4. Adtelligence sends daily information about which E-Mail should be sent to which customer to E-Mail tool (user ID and E-Mail variant).
5. E-Mail tool then reconnects user ID to actual name and finally sends the E-Mail campaigns

6.4 Receiving results from all campaigns (e.g. opening confirmation)

The report on which E-Mails were successfully sent and opened by the recipient should flow back from the E-Mail provider to Adtelligence. Analogous to sending, there is the option of transferring this report directly – but it may then only contain the pseudonymized IDs – or of interposing a pseudonymization of the report on customers side.