Manage CRM Data in Data Studio

Introduction to Data Studio

VWO Data Studio is the central repository within VWO where all your Account-Based Marketing (ABM) data resides. It provides a structured view of the Accounts (companies) and Contacts (individuals/leads) imported from your connected Customer Relationship Management (CRM) tools, such as Salesforce, HubSpot, Marketo, or from a CSV file upload.

The primary purpose of Data Studio is to enable you to filter and segment your high-value audience based on rich firmographic (company) or individual data. This allows you to create precise lists for targeted personalization and experimentation in your VWO campaigns.

Data Studio supports two key use cases:

• Targeting: Create precise audience segments based on firmographic (Account) or contact-level attributes. This enables running campaigns exclusively for high-value accounts or specific contact personas.
• Personalization: Utilize the imported data fields, such as Name, Company, Industry, or Conversion status, as dynamic variables within the VWO Visual Editor. This helps you deliver personalized messaging directly on the website, for example, greeting a known contact by name or showing industry-specific logos or case studies.

Data Studio provides the following key benefits to enhance your customer data management and targeting capabilities:

• Centralized data: Consolidate and filter critical customer Account and Contact data from multiple external sources (CRMs, IP-Reveal tools, CSV uploads) into a single view for simplified management.
• Precision targeting: Create complex visitor segments using imported data attributes, for example, Company Industry, Employee Count, Lead Status, to ensure campaigns reach the highest-value audience.

Prerequisites

To manage your CRM data in Data Studio, you must have:

• An active integration with a CRM tool like Salesforce or HubSpot. 
• Publish or Admin-level access to upload a CSV file. For more information, see Role-Based Access Control in VWO.
• Admin rights to manage CRM Integrations and the Data Studio module in your VWO account.
• An active account with IP-Reveal tools such as 6sense and Clearbit.

Access Data Studio

To access Data Studio:

1. Log in to your VWO account
2. From the left navigation panel, go to Data360.
3. Click Data Studio.

The Data Studio dashboard opens with the Accounts view selected by default. You can switch between three main views: Accounts, Contacts, and Saved Lists.

• Accounts: This view displays all the imported company/organization records. The columns display various attributes mapped from your source, such as the unique Account Domain, Industry, Employee Count, Company Name, and Company Revenue.
• Contacts: This view displays all imported individual contact and lead records. Attributes include Contact Email, First Name, Last Name, Title, and Company Domain/Name (if available in the contact record).
• Saved Lists: This view displays all the filtered lists you have previously created for targeting custom segments. 

In addition to managing CRM data, you can also import offline customer data directly using CSV files. The following section explains how to upload CSV files for importing and managing your customer data in Data Studio.

Upload CSV files to Import Offline Customer Data

To bridge the gap between your offline customer data (Accounts or Contacts) and online experimentation, VWO supports uploading your offline customer data in CSV format. 

Let us understand this better with an example:

Imagine you are running a SaaS platform and want to target a specific experiment only at Premium subscribers. Since Subscription Status is stored in your internal CRM, you can export a CSV of your premium users and upload it to VWO Data Studio. VWO then maps these attributes to the corresponding users, allowing you to create high-precision segments for your tests.

To upload a CSV file:

1. Log in to your VWO account.
2. Navigate to the Data360 > Data Studio.
3. Based on the type of data you want to upload, navigate to the Accounts or Contacts tab and click Upload CSV.
   

4. Drag and drop your CSV file or browse for the file you want to upload.

   Note:

   • The CSV file can have a maximum of 5000 rows. 
   • It must contain unique values, and should not have any duplicate or empty rows.
   • If an account-based list is selected, the CSV file must include a Domain column.
   • If a contact-based list is selected, the CSV file must include an Email column.
5. After you upload the CSV file, it is validated against invalid entries, such as duplicate or empty rows. The invalid rows are highlighted in red.
   
6. Select the Show only invalid rows filter and delete the invalid rows from the CSV file. 
7. After deleting the invalid rows, click Import. Your data will be imported into Data Studio immediately.

Once your customer data is imported, you can create precise, reusable lists of targeted audiences for your campaigns. The following section explains how you can create a filtered list of accounts or contacts for precise targeting.

Create and Save a List for Targeting 

You can create reusable lists of targeted audiences by filtering the data in the Accounts or Contacts view. These saved lists are used to create ABM Segments in your campaigns.

To create a filtered list:

1. From the left navigation menu, navigate to Data360 > Data Studio
2. Go to the Saved Lists tab.
3. Click Create List. 
4. Select the type of list (Accounts or Contacts) you want to create.
5. Based on the type of list you want to create, select the Creation Method. You can select Create a new list in Accounts/Contacts Studio option to create a filtered list within Data Studio. Alternatively, you can select the Upload CSV option to upload a CSV file (with a maximum limit of 5000 rows) that contains the filtered data.
   
6. If you opt to create a new list, for example, using the Create a new list in Accounts Studio option, you will be redirected to a Filter data view. Here, you can add your filters. For example, you can create a filtered list of companies that belong to the Information Technology Industry, and the company's employee count is greater than 200, and then select Apply.
7. A filtered list appears. Click Save as List to save this filtered list.
   Note: Creating a list based on filter criteria results in a Dynamic List that automatically updates whenever the underlying data in CRM updates. Alternatively, you can select Upload CSV to create a Static List.
8. Enter a unique name for your list and click Save.
9. You can find all saved filtered lists (both Dynamic and Static) under Saved Lists.
   

Use Saved Lists in Campaigns

Once you save a list, it becomes available for targeting in the Custom Segment of your Testing and Personalization campaigns. To use a saved list as a custom segment in your campaign:

1. From the left navigation menu, go to Testing > A/B and create a new campaign.
2. In the Targeting section, navigate to Custom Segment.
3. In the where dropdown, select VWO Account Lists. 
4. From the operator dropdown, set the inclusion or exclusion criteria using the following two options:
   1. Part of: Include users who belong to the selected list
   2. Not part of: Exclude users who belong to the list
5. Select your Saved List name from the available options to apply the targeting condition.
6. Click Apply.
   

Your campaign is now configured to target visitors matching your custom list criteria.  

Manage List Operations

For a saved list of accounts or contacts, you can perform multiple operations, such as:

• Add accounts to a list
  To add more accounts to an existing list:

1. Navigate to the Accounts tab and select the accounts you want to add using the checkboxes, and click Add to static list. 
   
2. Select the name of the list in which you want to add the accounts and click Add.
   For Dynamic lists, you must open the specific list and add the filters to include other accounts/contacts based on a particular criterion.

• Remove accounts or contacts from a list
  To remove accounts from a saved list: 

1. Search for the list in the search bar and select it. 
2. Select all the accounts you want to remove using the checkboxes and click Remove from list.
   For Dynamic lists, you must open the specific list and update the filter to remove other accounts/contacts based on the required filter.

• Rename or Archive a list
  To rename or archive a list: 

1. Navigate to the Saved Lists tab. 
2. Click the ellipsis icon available at the extreme right and select the operation (Rename/ Archive) you want to perform.

Troubleshooting

FAQs

• What is the difference between an Account and a Contact in VWO? 
  An Account represents a company (B2B entity) identified by a domain. A Contact represents an individual person identified by an email address.
   
• Can I filter data from multiple sources? 
  Yes, once data is pulled into Data Studio, you can create a single list using a combination of attributes from different sources (for example, Salesforce Industry AND CSV-uploaded Contract Status).
   
• Will new customers automatically be added to a Saved List? 
  Yes, if you create a Dynamic List based on filter criteria, new customers matching those criteria in Data Studio will automatically be included after the sync. 

Need more help?

For further assistance or more information, contact VWO Support.