Activate your CRM data on cross-channel communication: learn how to pass on contacts from Microsoft Dynamics 365 to Adobe Campaign, and share campaign performance data (sends, opens, clicks, and bounces) back from Adobe Campaign to Microsoft Dynamics 365.

Note:

The Microsoft Dynamics 365 / Adobe Campaign Standard integration is in General Availability (GA) starting Campaign Standard 19.4 release.

In addition to the core capabilities, the following improvements have been added as part of this release:

  • Support of APAC region
  • Support for Custom entities to map Campaign custom resources and Dynamics 365 Custom entities
  • Mirror page URL display in Dynamics 365
  • Single Sign-On to use your Adobe ID to access your integration details

These improvements and their usage are described in this article. If your instances have not been upgraded to 19.4 release, you will not see these improvements yet.

Benefits and use cases

Principles

The Adobe Campaign and Microsoft Dynamics 365 integration enables synchronization of all available Contact data in the CRM system, making all relevant Contact data available for campaign activities. 

Conversely, as profiles within Adobe Campaign interact with messages, those data (e.g.: sends, opens, clicks, and bounces) automatically flow into Microsoft Dynamics 365 to keep Contact records complete with marketing activity as well.  

The latest release of the integration also adds support for custom entities, enabling custom entities in Dynamics 365 to be synchronized to corresponding custom entities in Campaign.

This integration is designed to support two main use cases: 

  1. Synchronizing Contacts from Dynamics 365 to Campaign so they can be targeted in marketing campaigns
  2. Sending email marketing events (sends, opens, clicks, bounces) from Campaign to Dynamics 365 to display to the sales repository in the Dynamics 365 interface
  3. Starting 19.4 release, synchronizing custom entities from Dynamics 365 to Campaign so they can be used for segmentation and personalization

Watch Dynamics 365-Campaign Standard integration feature video here.

Key benefits

  •  Consistent messaging between sales & marketing
    The Adobe Campaign and Microsoft Dynamics 365 integration gives both systems access to customer insight and email marketing history allowing all messages to the customer to share the same consistent messaging.
  • Holistic view of all prospect and customer data
    By integrating Adobe Campaign with Dynamics 365, it is possible to share and access email marketing history on each Contact from within the CRM system. 
  • Activate Dynamics 365 data on any channel
    With contact data synchronized to Adobe Campaign, communications can be sent on any online or offline channel with Campaign including mobile push, in-app, email, or direct mail. Regardless of each Contacts’ preferred channel, Campaign has you covered. 

Caution:

For Contacts synchronization, this integration considers Dynamics 365 as the source of truth.  Any changes to synchronized contact attributes should be done in Dynamics 365, not in Campaign.  If changes are made in Campaign, they can eventually get overwritten during synchronization. 

Notices and recommendations

Region support

This integration is now available in the North America, EMEA and APAC regions.

If you are located in EMEA or APAC regions, some of your data will be processed in the US as part of this integration. For more information, refer to this section.

Source of truth for one-way contact sync

For Contact and custom entity synchronization, this integration treats Dynamics 365 as the source of truth.  Any changes to  synchronized  attributes should be done in Microsoft Dynamics 365, not Adobe Campaign Standard.  If changes are made in Campaign, they can eventually get overwritten in Campaign during synchronization, as synchronization is in one direction.  In addition, the Contacts Synchronization is designed to pull all Contact records, whether they are marked as active or inactive in Microsoft Dynamics 365.

General Data Protection Regulation (GDPR)

This integration is designed to transfer end user data, including personally identifiable information (PII), between Microsoft Dynamics 365 and Adobe Campaign Standard.  As the data controller, your company is responsible for complying with the laws contained in the General Data Protection Regulation (GDPR).

For this integration, you must execute GDPR requests in both systems independently, first in Microsoft Dynamics 365 and then in Adobe Campaign Standard.  Executing a GDPR request in one system will not execute that request in the other system.  The only exception to this is that a GDPR delete request will be added to the Privacy Tools queue in Campaign Standard when a contact is deleted in Dynamics 365.

Below are links to help guide you in implementing GDPR in each system:

Contact deletion

As Dynamics 365 is the source of truth, Contact deletions in Dynamics 365 will be reflected in Campaign.  When a Contact is deleted in Dynamics 365, the integration queues up a GDPR delete request in the Campaign Privacy request/tools screen.  If you have disabled the 2-step process for privacy delete requests, Campaign will take care of the deletion for you.  However, if the 2-step process is enabled, you will need to go into the Privacy request/tools screen, after the privacy technical workflows have run, and confirm if the records are ok to be deleted.  Only then will Campaign take care of the deletion.

For more details, refer to How to execute GDPR requests in Adobe Campaign Standard.

Caution:

If you have the 2-step process enabled for privacy requests in Campaign, your deletes in Dynamics 365 will not automatically be reflected in Campaign.  You will need to go into the Campaign Privacy request screen to confirm the deletions.

Note: The integration creates the GDPR privacy request using the External Id (i.e., the Dynamics 365 Contact Id) as the record/profile identifier.

Opt-out

Due to the differences in opt-out attributes between Dynamics 365 and Campaign, and to the differences in business requirements of each customer, opt-out mapping has been left  as an exercise for the customer to complete.  It is important to ensure opt-outs are properly mapped between systems so that end user opt-out preferences are maintained, and they don’t get a communication via a channel that they have opted out of.  

Please be aware that only Campaign attributes with the “blackList” prefix (e.g., blackListEmail) can be used in opt-out mappings.  In Dynamics 365, most opt-out fields have the “doNot” prefix; however, you can also utilize custom attributes you have created for opt-out purposes if the data-types are compatible.

When provisioning the integration, you will have the opportunity to specify which opt-out configuration you require for your business:

  • Dynamics 365 is source of truth for opt-outs: opt-out attributes will be synchronized in one direction from Dynamics 365 to Campaign Standard
  • Campaign Standard is the source of truth for opt-outs: opt-out attributes will be synchronized in one direction from Campaign Standard to Dynamics 365
  • Dynamics 365 AND Campaign Standard are both sources of truth: opt-out attributes will be synchronized bidirectionally between Campaign Standard and Dynamics 365

Follow post-provisioning instructions in the Unifi user guide to properly map these values. 

The bidirectional opt-out configuration uses logic determine which value to write to both systems.  The logic compares timestamps between the two systems (record-level change in Dynamics 365, attribute-level change in Campaign) to determine which system prevails.  If Campaign contains the more recent timestamp, then the Campaign value prevails.  If Dynamics 365 contains the more recent timestamp or if they are equal, then opt-out=TRUE will win (assuming one of the values is TRUE).

Note:

It is recommended that, if your company doesn’t require bidirectional opt-out support, that you select a one-direction opt-out option.

Note:

Please review and, if appropriate, update the default and specific typology rules in Adobe Campaign before making changes here to ensure that such changes are correctly applied to all outgoing communications. For example, please be sure that any mappings to opt-out preferences accurately reflect the intent/communication choices of the recipient and do not inadvertently discontinue the delivery of relationship or transactional messages such as customer order confirmations.

Existing Campaign data

This integration will synchronize Contacts and custom entities in Dynamics 365 to Campaign. Campaign records created outside of the integration (i.e., not created by the sync job) will not be touched by the integration, including Campaign records existing at time of integration configuration.

Because this integration uses the externalId field in Campaign Standard to sync Campaign profile records with Dynamics 365 Contact records, this Campaign field (externalId) must be populated with the Dynamics 365 contactId for the records you wish to be synced from Dynamics 365.  Custom entities will also need to have this field present and populated correctly to maintain the sync.  Keep in mind, however, that Dynamics 365 will still be the source of truth, and that the Campaign profile data can get overwritten as the integration detects updates on the Dynamics 365 side.  There may also be other steps required to enable the integration, depending on your existing deployment; therefore, it is recommended that you work closely with your Adobe technical contact.

Note:

Due to the complexity of existing customer deployments, it is recommended that you work with your Adobe technical contact when planning and setting up the integration.

How to request this integration

In order to provision this integration, you will need to follow the steps below. 

Please note that this integration uses a third-party provider, Unifi.  In connection with your requests for support assistance, Adobe may be required to share your Adobe Campaign instance information with Unifi.

Please follow the flowchart and flowchart details below to request and configure the integration.

Integration Flow

Flowchart Details (maps to steps above):

  1. You must already have Campaign Standard and Microsoft Dynamics 365 provisioned, with admin access to start implementing this integration. To take advantage of the latest features, you will need to have Campaign Standard 19.4 release or later.
  2. Read this article, check notices and configuration steps.
  3. Send an account request to adobe-support@unifisoftware.com; Unifi will require the following information when you request an account:
    - User First Name
    - User Last Name
    - User Email
    - Company Name
    - Region (North America, EMEA or APAC)
    - Usage Type (customer or partner)
    - Campaign Standard data status (starting with clean database or bringing existing data to integration)
    - Campaign Tenant ID
  4.  Unifi expected response time: 1 hour during regular U.S. business hours (9am to 5pm Pacific Time, Mon - Fri, excluding holidays).
  5. Complete post-provisoning steps for Microsoft Dynamics 365 and for Campaign Standard
    Additionally, submit a ticket to Adobe Customer Care (either directly or through your Adobe contact) to have the single-sign-on feature flag enabled in your Campaign instance. 
    If you have existing data in Campaign that you plan to incorporate into the integration, then follow the guidance in "Existing Campaign Data" and consult closely with your Adobe technical contact before proceeding.
  6. Complete initial onboarding steps in Unifi by navigating to Unifi, clicking through onboarding screens, filling in Dynamics 365 and Campaign Standard account credentials, and notifying Unifi when completed.
  7. Unifi will ask the customer for their desired opt-out configuration and opt-out attribute mapping. Unifi will also ask the customer to specify custom entity mappings, if any.
  8. The customer will indicate the selected opt-out configuration and opt-out attribute mapping.
  9. Unifi expected response time: 1 business day (Mon - Fri, excluding holidays)
  10. Configuring Unifi involves reviewing OOTB mappings, filters, jobs, etc. and making modifications, if necessary.  See the Unifi User Guide for details.
  11. This step involves setting the run frequency of the Unifi schedules
    - Set the run frequency of the schedules in the schedules screen in Unifi; however, for “ingress” and "egress" schedules, run these manually once before setting the schedule frequency
    - The following schedule frequencies are recommended: Ingress (15 minutes), Egress (15 minutes), Deletes (Once a day), Opt-Outs (Once a day)

It is recommended that you work with Unifi and/or Adobe consulting (contact your Adobe account team) when configuring Unifi.

How to configure this integration

Three systems need to be provisioned and configured for this integration: Adobe Campaign Standard, Microsoft Dynamics 365 for Sales and Unifi. Configuration articles are linked below.

Caution:

For each system, these steps need to be performed by an administrator.

Steps in the articles below will guide you through creating integrations/registrations that involve assigning permissions and/or admin access.  It is your responsibility to ensure these steps comply with your company policies before performing, and to perform them carefully.

Campaign Standard

In ADOBE CAMPAIGN, you need to set up API access and configure a new integration for Unifi. To achieve this, refer to this article.


Microsoft Dynamics

In MICROSOFT DYNAMICS 365, you need to create a new app registration and enable an application user to use the integration.  To configure Microsoft Dynamics 365 for this integration, refer to this article.


Unifi

In UNIFI, you need to setup integration and configure mapping or add custom attributes. To configure Unifi for this integration, refer to this article.


How to request support

If you run into issues, please reach out to Unifi customer support: support@unifisoftware.atlassian.net

Unifi expected response time: 4 hours during regular U.S. business hours (9am to 5pm Pacific Time, Mon - Fri, excluding holidays).

Caution:

In connection with your request for support assistance, Adobe may be required to share your Adobe Campaign instance information with Unifi.

How to use this integration

There are several jobs that this integration performs:

  • Contact sync: Contacts are sent from Dynamics 365 to Campaign (note: one-way sync).
  • Custom entity sync: Custom entity records are sent from Dynamics 365 to Campaign (note one-way sync).  See the page on custom entities for more information.
  • Event display: Certain email marketing events are sent from Campaign to Dynamics 365.
  • Contact deletion: Campaign profile is added to GDPR delete queue when corresponding Contact is deleted in Dynamics 365. 
  • Opt-Out sync: Opt-outs are synchronized between Dynamics 365 and Campaign depending on the configuration that customer selects during onboarding (i.e., Dynamics 365 to Campaign sync, Campaign to Dynamics 365 sync, or bi-directional sync).
  • Single Sign On (SSO): Your integration details in Unifi can be accessed directly from Campaign, using your Adobe IMS authentication, starting Campaign Standard 19.4 release.

Adobe Campaign Standard User Experience

When a contact is created new or modified in Dynamics 365, it will be synchronized over to Campaign after Contacts sync has run.  These contacts will be visible in the Profiles screen in Campaign and can be targeted in marketing campaigns.  See the Profiles screen below.

MS Dynamics Profiles in Campaign

When a contact is deleted in Dynamics 365, the corresponding profile in Campaign is added to a GDPR delete queue in the Privacy Request screen in Campaign.  For more details on GDPR requests in Campaign, please refer to How to execute GDPR requests in Adobe Campaign Standard.

Delete a contact

It is important to note that, if you have the 2-step process activated in the properties screen, you will need to manually confirm the deletion of each record in the Privacy Screen before they are finally deleted.  See the 2-step process screen below:

Activate the 2-steps process

When an opt-out/blacklist attribute is modified in Campaign, it will be reflected in Dynamics 365 if you’ve selected the Campaign-to-Dynamics 365 or bi-directional opt-out configuration, and if you have that particular attribute mapped correctly.

To access your integration details via single sign on, go to Campaign Navigation menu and click Administration > Microsoft Dynamics 365 Integration

Access to SSO

You will see a screen that has various links to documentation on the integration and on GDPR guidelines.  Click on the globe icon, which will automatically route and log you into your Unifi instance where you can manage your integration details.

You can see a video of this functionality in the below video.


Note:

You will need to submit a ticket to Adobe Customer Care (either directly or through your Adobe contact) to have the single-sign-on feature flag enabled in your Campaign instance.

SSO Screen

Note:

You will not see the Microsoft Dynamics 365 Integration icon in your admin panel out-of-the-box.  You (or your Adobe contact) will need to submit a ticket to have this feature flag enabled for your Campaign instance.

Also, Unifi will need to enable users for SSO access before they can successfully log on via SSO from Campaign.

Microsoft Dynamics 365 User Experience

For events display, the following email marketing events are sent from Campaign to Dynamics 365 and displayed in the Dynamics 365 Timeline view as custom activities:

  • Adobe Campaign Email Send

  • Adobe Campaign Email Open

  • Adobe Campaign Email URL Click

  • Adobe Campaign Email Bounce

To view a contact’s Timeline, navigate to your contacts list by clicking on Sales Hub from the Dynamics 365 drop down menu.  Then click on Contacts on the left hand menu bar and select a contact.

Note:

The Adobe Campaign for Dynamics 365 app in AppSource will need to be installed in your Dynamics 365 instance in order to view these events.

Below you can see a snapshot of the Contact screen for “Dynamics User”.  In the Timeline view, you you’ll notice that Dynamics User was sent an email associated with Campaign Name “2019LoyaltyCamp” and Delivery Name “DM190”.  Dynamics User opened the email and also clicked a URL in the email; both of these actions created events which also show below.  If you look to the right corner, you’ll see the Relationship Assistant (RA) card; currently, it contains a task to follow up on the clicked URL.

MS Dynamics contact screen

See below for a close up of the Timeline view for Dynamics User.

Timeline view

Below is a close up of the Relationship Assistant (RA) card.  The AppSource app contains a workflow that watches for an Adobe Email URL Click event.  When this event occurs, it creates a task and sets a due date.  This allows the task to show up in the RA card, giving it additional visibility.  There is a similar workflow for Adobe Email Bounce events, adding a task to reconcile the invalid email address.  These workflows can be turned off in the solution.

RA Card

If you click on the subject of the send event, you’ll see a form similar to the one below.  The forms for open and bounce events are similar.

Send event details

The form for email url click events adds an additional attribute for the URL that was clicked:

URL click events

The following is a list of the attributes and a description:

  • Subject: Subject of the event; composed of the Campaign ID and Delivery ID of the email delivery

  • Owner: The application user that is created in the post-provisioning steps

  • Regarding: The name of the Contact

  • Campaign Name: The Campaign ID in Campaign Standard

  • Delivery Name: The Delivery ID in Campaign Standard

  • Date Sent/Opened/Clicked/Bounced: Date/time when the event was created

  • Tracking URL: URL that was clicked

  • Mirror Page URL: The URL to the mirror page of the email that was sent/opened/clicked/bounced

You can see a video of the mirror page URL being used in the below video.


Note:

For opt-out, when an opt-out attribute is modified in Dynamics 365, it will be reflected in Campaign if you’ve selected the Dynamics 365-to-Campaign or bi-directional opt-out configuration, and if you have that particular attribute mapped correctly.

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