Lab 2: Create unified customer profiles

In this lab, you will learn how to:

• Merge data from your raw data sources into a customer profile
• Select a primary key
• Create match rules
• Define search and filter indexes and activities

Your objective is to find out how many unique customer profiles Contoso Retail has across various data sources.

Exercise 1: Unify your data

Task 1: Map contacts into common data types

1. Sign into Customer Insights - Data.

2. On the left navigation menu, expand Data, select Unify. Select Get started.

3. Choose Select tables and columns.

4. Select the tables that represent the customer profile - Contacts (eCommerce) and Customers (Loyalty). Select Apply.

5. You will now be presented with the mappings of your source table against standard model types. You can review the types in the table.

6. You must choose a ‘Primary Key’ for each entity you have ingested. The primary key must be a unique reference. For eCommerce Contacts, select ContactId as the primary key.

7. The eCommerce Contacts data contains a column named Email Subscriber which will be mapped to an incorrect type, Identity.Service.Email, because of the name. Open the drop-down for this column and select the empty option (nothing/blank). If we do not do this then the default system behavior is to merge this field with the EMail field which we do not want.

8. Select Loyalty Customers under Tables and set LoyaltyId as the primary key.

9. Select Save source columns in the top left-hand corner.

10. Select Next and Next again, to skip the duplicate checking and move on to the Matching rules step.

Task 2: Specify match order

For the next stage, we must select the order in which to merge the profiles. You will be able to merge attributes to ensure that the unified profiles are complete as well as the priority of which sources to use for those attributes.

1. You should select the most complete or accurate profile source as the Primary (first) source. Verify Contacts : eCommerce is the primary (first) source.

2. Verify that Customers : Loyalty is the second source in the list.

3. Verify that Include all records is checked for both data sources.

Task 3: Create a match rule

1. There is a warning indicator on the Customers : Loyalty line. Select + Add rule.

2. Add the first condition using FullName:
   • For the Contacts : eCommerce table, select the FullName field.
   • For the Customers : Loyalty table, select the FullName field.
   • Leave the Normalize drop-down blank.
   • Set the Precision Level to Basic.
   • Set the Precision Value to Exact using the slider.
   • Enter the name FullName, Email for the Rule Name.
3. Add a second condition for email address by selecting + Add and selecting Add condition.
   • For the Contacts : eCommerce table, select the EMail field.
   • For the Customers : Loyalty table, select the EMail field.
   • Leave the Normalize drop-down blank.
   • Set the Precision Level to Basic.
   • Set the Precision Value to Exact.

4. Select Done.

5. Select Next.

6. On the Unified data view screen, we will not be making any changes. Select Next to move to the review screen.

7. On the Review screen, select Create customer profiles. Customer Insights is now matching customer data from all your sources of customer information to identify how many unique customer profiles you would have based on your rules. It can take some time to create the profiles.

Congratulations! You have successfully unified data from multiple sources within Customer Insights to create a Unified Customer Profile that can be used to gain insights into your whole customer base.

Exercise 2: Configure search and filter indexes and activities

In this exercise, we will set up search and filter criteria to enable Customer Insights users to search for unified customer profiles. After, we will configure activities.

Task 1: Configure search columns and filter index

1. In Customer Insights, select Customers from the left navigation menu.

2. Select Search & filter index. Some fields are already added by default. Select +Add from the toolbar.

3. Select CustomerId, FirstName, LastName, FullName, DateOfBirth, EMail, PostCode, ContactId (eCommerce_Contacts), and LoyaltyId (if they are not already selected). Deselect any other fields that are checked. Select Apply.

4. Select Save.

5. Select Run.

6. In Customer Insights, select Customers from the left navigation menu. You should be presented with a set of customer cards, representing the Unified Profiles. You can expand cards to see more about the customer or sort the cards by various fields. Try this by selecting Expand cards and Sort by on the toolbar.

7. You can use Search customers to search for text attributes relating to unified customer profiles. (E.g. Searching ‘1’ will search against all text attributes and return matches and partial matches.)

Task 2: Create activities

1. In Customer Insights, expand Data > Activities on the left navigation menu and select + Configure activities.

2. Click Select tables.

3. Select the Purchases : eCommerce and Purchases : PoS tables and select Add.

4. For Purchases : eCommerce, configure as follows:
   • Set the Activity type to SalesOrder.
   • Set the Primary key to PurchaseId.
5. For Purchases : PoS, configure as follows:
   • Set the Activity type to SalesOrder.
   • Set the Primary key to PurchaseId.

6. Select Next.

7. Configure eCommerce : Purchases as follows:
   • Enter OnlinePurchase for Activity name.
   • Fill out the following fields (for any fields not mentioned, leave blank):
     • Timestamp: PurchasedOn
     • Event activity: ActivityTypeDisplay
     • Additional detail: Subject
     • Show this activity in the timeline on your customer profile? Yes
     • Icon: Select the shopping bag.
     • Set Map field types for your activity’s attributes? Yes, and configure as follows:
       • Sales order ID: PurchaseID
       • Order date: PurchasedOn
       • Sales amount: TotalPrice
8. Configure PoS : Purchases as follows:
   • Enter PoSPurchase for Activity name.
   • Fill out the following fields (for any fields not mentioned, leave blank):
     • Timestamp: PurchasedOn
     • Event activity: ActivityTypeDisplay
     • Additional detail: Subject
     • Show this activity in the timeline on your customer profile? Yes
     • Icon: Select the shopping bag.
     • Set Map field types for your activity’s attributes? Yes, and configure as follows:
       • Sales order ID: PurchaseID
       • Order date: PurchasedOn
       • Sales amount: TotalPrice

9. Select Next.

10. On the Configure activity relationships screen, with eCommerce : Purchases selected, select + Add relationship.

11. In the Add relationship path pane, set the following values:
    • Foreign key: ContactId
    • To table name: Contacts : eCommerce
    • Relationship name: eCommPurchasesToContacts
    • Select Apply.

12. Select PoS : Purchases. Select + Add relationship.

13. In the Add relationship path pane, set the following values:
    • Foreign key: LoyaltyId
    • To table name: Customers : Loyalty
    • Relationship name: PoSPurchasesToLoyalty
    • Select Apply.

14. Select Next.

15. Select Create activities.

16. Wait while the Activities refresh and unify.