FAQs

Each Micro-integration leverages the API of a source system and a target system. We extract the common anonymous, first-party customer IDs from both systems, match them in our database using unique identity resolution techniques. Once the identified IDs match in our system, we pull the data from the source system and organize it in the format accepted by the target systems API. We then write to the target API using Insert/Update logic.

Our integration process only stores the first-party anonymous customer identifiers from the source system and the target system. We hold on to the last 7 days only of event/dimensional data.

Our servers sit on AWS.

Our SLA includes ongoing support for adding new dimensions/events from each source-to-target integration.

Micro Integrations solve application to application data integration – meaning we integrate data from one source application into another. Data integration tools help data engineers and technicians ETL (extract, transform, load) data from a source system into a database. We use a database on our platform but only as a stop on the journey from the source system to the target system. We don’t take resources from or utilize your database architecture whatsoever.

Zapier and other workflow automation tools orchestrate automated activities between two systems in order to speed up or simplify workflows (such as, when a lead is created in Salesforce, add a contact to Marketo).  

Datajoin’s Micro Integration’s are designed to solve application-to-application ID stitching. For example, integrate and append data from potential buyers on your website that also exist in your marketing automation contact database. In it's simplest form, this means enriching customer data that lives inside one application with customer data that lives in another application.  

Zapier does allow you to execute an activity inside a target application when an event happens in a source application – but this is typically limited to more general ‘application’ level events – not customer/ID specific events.  

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CDPs or Customer Data Platforms are powerful, complex pieces of software that can enable cross-channel marketing, advanced targeting, and audience analysis. The challenge with CDPs is that they don’t handle a large portion of the integration of customer data between platforms. No CDP that we are aware of performs identity synchronization out-of-the box. A typical engagement with a CDP vendor has a long implementation period up front where your engineering team will plug data into the CDP using custom coded scripts and queries from your database or another source.  

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Application (s) ---> Central Database --> Identity Stitching --> CDP Platform

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In contrast_, Micro Integrations solve the specific challenge of integrating one application with another.

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Application 1--> Application 2 (Google Analytics to Marketo, Salesforce to Google Analytics, Salesforce to Google Ads, etc.)

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Where CDPs require a heavy engineering lift and a complex implementation, Micro Integrations are a light-weight alternative that require zero code and little-to-no technical overhead.  

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Adobe purchased Marketo in 2018 and made Marketo Engage part of the Adobe Experience Cloud suite of marketing tools. However, a native integration between Adobe Analytics and Marketo is not currently available. (According to our partners at Adobe, no native integration is planned between these platforms).

Using Marketo Audience Sync, it’s possible to pass Adobe Analytics Segments into Marketo with just a few setup steps. This allows users to use Adobe Analytics segments in Marketo Engage campaigns.  

However, there are some limitations.  

Adobe Analytics contains hundreds of potential customer events and attributes that are not tracked by Marketo via Munchkin.js.

Audience Sync does not integrate those Adobe Analytics data points (events and attributes) into Marketo for use in Smart Lists. For example, If a user wanted to create a Marketo Smart List that utilizes data from both Adobe Analytics and Marketo, that is not possible using Audience Sync.  

This is what Micro Integrations make possible.

Marketo is limited to page view and form submission tracking. Munchkin.js was not designed to do extensive web analytics – it serves the needs of the platform—which is primarily for campaign and click-through level tracking tied to email campaigns.  

Adobe Analytics is a full-service web analytics platform. It is designed specifically to track an exhaustive list of standard and custom events that occur on your website. (~25 standard events, hundreds of custom events using Adobe Launch).  

There are potentially dozens, if not hundreds of unique and valuable customer behaviors captured by Adobe Analytics that are not available in Marketo. The only way to take advantage of this data in Marketo is through an extensive custom-built app-to-app integration—or by using our purpose-built Adobe Analytics to Marketo Micro Integration.  

The ability to segment, target, and personalize content and messaging using behavioral data is a powerful tool that can dramatically improve marketing impact.

With your analytics data integrated into Marketo, you can...

• Save cart and form abandons (an average 70% of online carts are abandoned)
• Have access to higher-intent digital behaviors such as:

• Content downloads
• Video views and completions
• Cart additions and abandons
• Time on site
• Any other click event on-site you can think of

• Focus your marketing efforts on higher-intent prospects in your database
• Create much more hyper-targeted segments that combine web behaviors with other Marketo attributes (I.e. “CMOs from the Finance industry who downloaded content”)
• Improve your lead scoring and with superior behavioral attributes
• Increase integrated marketing by building better collaboration with your web analytics team  

Build segments like:

• High intent customers (customers with recent high activity on your website who visited a specific product page with a lead status of x/y/z)
• Potential buyers (users who visited your website under a certain combination of conditions, but who haven’t converted to an MQL).
• Content consumers (users who visited your website and watched a video to 50/70/100% completion)
• High Activity Non-Purchasers (High activity users with high web activity who haven’t converted to a paying buyer)

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Our Micro Integration software automatically syncs 2 platforms (a source application and a target application) after a simple implementation. This usually requires a user with admin level access to both systems to be involved. Once that user grants certain permissions, they no longer need to be involved in the process – the Micro Integration runs automatically.

No. Micro Integrations are independent software. After a simple implementation, our Micro Integrations automatically pass data between your chosen applications without needing to upgrade Adobe/Marketo/etc.

This is not a challenge that we solve at Datajoin. This challenge would require an extensive and complex data extraction, transformation, and ingestion process.

One Marketo instance can map to one Adobe Analytics Instance. In the event you’re using multiple Marketo instances, we can easily set up our Micro Integration between one Adobe instance and multiple Marketo instances. However, you cannot do the reverse--I.e. one Marketo instance to multiple instances of Adobe Analytics.

Yes. Any event or attribute in your web analytics platform can be pushed into Marketo (or other) using Micro Integrations.

No. We use the REST APIs of the respective platforms for all data acquisition.

Yes

In the event of a rare service outage – we work with our customers to make good on lost sync time.

Our standard refresh cadence is one update every 24Hrs.

Yes. Data is ingested and transformed onto AWS Cloud data servers, but only during pass-through. We only hold on to data long enough to perform ID resolution and data cleaning and pass it into your system. After we transmit the data, we wipe it from our servers.

All data is transmitted and stored (storage is only temporary) using the highest levels of security and encryption on AWS.

Ask us about our free service tier to try out Micro Integrations!

Large, multi-dimensional integrations are priced per client based on specific needs and complexities.

Micro Integrations can push data from apps like Salesforce or Adobe Analytics into Google Ads/Facebook Ads, etc. (For example, integrating Salesforce Lead data into Google Ads for offline conversion optimization and re-targeting). However, we don’t solve campaign tracking and tagging.