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JeanBaro_
JeanBaro_
Level 4
July 8, 2024
Question

Using AEP for Lead Collection Before Salesforce - Experiences?

  • July 8, 2024
  • 1 reply
  • 1499 views

 

Hello AEP Community,

We're looking to use AEP as the initial step (Lead Quality GATE) when collecting new leads before they are sent to Salesforce. The main benefits we expect from this design are:

  • Utilizing AEP's native capabilities, including Identity Resolution, Partner Cookies (FB, Google, etc), Web SDK, Deduplication, Data Quality, Removal of fake leads (bots), and Stitching.
  • Maintaining a mostly unidirectional flow of lead data. From AEP to Salesforce in NEAR REAL TIME.

Has anyone implemented a similar setup? I'd love to hear about your experiences and any tips you might have.

P.S.: I've added a simple high-level diagram to explain the idea we're trying to implement.

Thanks!

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    1 reply

    sreeCharan73
    sreeCharan73
    Level 2
    July 10, 2024

    hello @jeanbaro_ 

    Just to understand and give a context,
    a. How are you planning to achieve a near RealTime sync from AEP to SFCRM? guessing the SFCRM OOTB destination for updating Leads & Contacts.

    Here: https://experienceleague.adobe.com/en/docs/experience-platform/destinations/catalog/crm/salesforce#prerequisites-destination:~:text=the%20type%20selected.-,Supported%20identities,-Salesforce%20CRM%20supports

    The mandatory field is the "Id" - salesforce Entity Id field, which you would need to create as part of the AEP and pass it on. And this field is more important as SFCRM stitches all the related on this meta Identifier.
    my question, How do we ensure that the id generated does not overlap with other ids, present in SF.
    There might be a race-condition in assigning Ids. Either we have a definite pattern for AEP created leads, which would never overlap with SF Ids. Also then the SF indexing should not be impacted.
    b. There might be the API License limitations on SF. https://experienceleague.adobe.com/en/docs/experience-platform/destinations/catalog/crm/salesforce#export-type-frequency:~:text=Salesforce%20balances%20transaction,your%20Salesforce%20accounts
    It is better to have a review this with the SF architect. 

    JeanBaro_
    JeanBaro_Author
    Level 4
    July 10, 2024

    I am not sure I understand your reply.

    But Salesforce will have its own ID for the Leads (auto generated) and the ID from Adobe will be stored in the Lead object in Salesforce as an ExternalID (like a correlation ID).

    We are not going to use the SF CRM Connection, and will build a integration using AEP APIs, as we also need to synch custom objects (which are not supported by the SF CRM connection)

    Please, let me know if my answer addresses your concerns. 

    Thanks for taking time to reply! 

    sreeCharan73
    sreeCharan73
    Level 2
    July 15, 2024

    hello

     

    My idea was, either we use OOTB destination or build a custom destination using Destination SDK for SFCRM. 

    Going with the Composite Upsert API on SFCRM, would work if the leads are only generated using AEP on SFCRM. But in the diagram I see that SFCRM UI, where agents would create leads and we are expecting a sync to AEP(near realtime) and the dedup to happen and then synced back to SF.
    Since the destination would be trying to upsert(update or insert) using the Ext_IDs and not referencing SFIDs. So it would end up having duplicates in SFCRM for those, that are not already synced nor generated.

    Also, I support the same idea, as mentioned in your other post 
    Re: Using AEP as the Main Hub for Leads: Feasibili... - Adobe Experience League Community - 686471, that we should ideally limit using CDPs for lead Management. In other way, to achieve Quality gate on leads, we could first receive all leads onto CRM system and use AEP to update(stitch) using the extID. Because lead acquisition is an expensive and important step, than MDM.

    Thank you for very good question/idea. This is one of the most commonly thought about(or should be), but less asked ones in CRM-CDP integration.

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