How to leverage AudienceStream data for Demandware personalization

[dan_george]

A primary use case of Demandware leveraging AudienceStream data is to show 'personalized' offers to on-site visitors. While this could be executed by a pipelet API integration, it is better to use Demandware's "dynamic customer groups" feature and read a session variable populated thru data layer enrichment. This will allow you to group visitors in a way that Demandware can react and personalize data. In fact, this is actually preferred by Demandware because using dynamic customer groups is the only way to personalize content for anonymous visitors.

Here is one article that discusses dynamic customer groups:

http://www.demandware.com/link-marketplace/smart-order-refill

And another 3rd-party article:

https://www.linkedin.com/pulse/how-leverage-crm-demandware-build-customer-loyalty-joseph-greenwood

[1av8r]

The 3rd-party article by Joseph Greenwood brings up an excellent point about creating a master ID to create an association between a DW ID and a CRM ID for a consolidated view of the customer data.  Storefront analytics from DW are pretty lightweight at the moment, but armed with additional feedback from CRM data I can see a nifty future ahead. Thanks for sharing @dan_george!  

[chad_lorenz]

Hey @dan_george,

Can you outline (or provide an example of/documention on) a method to link a dynamic customer group within Demandware to a UDO attribute?

Thanks!

Chad

[nicole_burt]

Hi @chad_lorenz,

This would be done by setting Demandware's "Dynamic Customer Groups" to "is rule based" then you make the rule cookie based and use Tealium's Data Layer Enrichment to assign a cookie value.  Here is some additional detail on Data Layer Enrichment (DLE): https://community.tealiumiq.com/t5/Universal-Data-Hub/Data-Layer-Enrichment/ta-p/684

Let us know if you have any follow-up questions.

Thank you!