Using Data Connect for Marketing, you can download and then import omnichannel data in your own dataset, or use it as a separate dataset. This is especially useful for commercial teams.
This unified data can help you gain actionable insights when you run an omnichannel business, processing payments from different channels such as online, in-app, and in-person payments.
We connect the dots for you, and combine all available data points to link transactions that belong together, and connect them to an individual shopper. We provide you with a clean dataset containing complete shopper profiles, so that you can link this data to existing customer datasets in your environment. This way, you can more easily identify and recognize shoppers, regardless of where they made a payment.
The data can supplement your existing dataset, and help you get detailed insights into shoppers, and their preferences and shopping behavior over time, across regions, and across channels. For example, you can use the data to:
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Enrich your dataset
Supplement your existing customer data. Use the dataset by itself, or import and integrate the data into your existing systems such as your marketing, analytics, or other Customer Relationship Management (CRM) tools, or your Customer Data Platform (CDP). -
Gain shopper insights
Get more visibility into shopper's online and in-store transactions, understand their shopping frequency, spending habits, shopping behavior, payment method preferences, and more. You can use this to reward shopper loyalty, for example, or to get a better understanding of customer lifetime value. -
Make decisions based on data
Improve customer segmentation, or optimize who you target and when. For example, plan marketing campaigns based on omnichannel insights to help you decide who to target, when to start the campaign, and on which marketing platform.
You can continue to use the insights dashboards to get a quick, high level overview of payments across channels. These dashboards do not include individual shopper data.
Get started with Data Connect
To enable Data Connect, you have to sign an addendum to your contract with Adyen that includes the permission to download the data from your account. Reach out to our Support Team or your Adyen contact to opt in.
Before you start using Data Connect:
- Consider data privacy.
- Understand the concept of identifiers, and consider which ones you want to forward to Adyen with every transaction.
While using Data Connect, consider the following:
- Shopper identifiers and required data points differ per region, and per payment method. It is not always possible to link all data points to a shopper.
- You need at least one matching identifier between your data and the Data Connect dataset. Usually, this is the shopper email, the PSP reference, or the reference you provide for a payment. One or more identifiers need to match so that you can integrate the data into your dataset, and match your shopper definition data with the data within Adyen.
- Including more shopper data in payment requests will improve shopper recognition, and will help you get more insights.
Data Connect report structure
You can manually or automatically generate and download the Data Connect report in CSV format. The report contains aggregated data for all transactions that can be linked to a shopper, creating the most complete shopper profiles as possible. Each entry in the dataset represents a single shopper.
The report includes details of transactions made by shoppers across all relevant online and in-person channels.
Depending on the payment methods you use, and the shopper data you include in payment requests, the report includes data to help you build rich shopper profiles and gain insights across channels. The content of the report, and the quality of the links to a shopper profile depend on which shopper data you include in the payment requests that you send to Adyen.
Each row in the report represents a single shopper. For each shopper, we share these three types of data points:
- Shopper identifiers: identifiers that can be used to link Data Connect to a customer profile that you have. This lets you enrich that profile. Examples: email address, shopper reference, phone number.
- Shopper statistics: data points that can be used to understand how this shopper is segmented in our data. Examples: new or returning customer, spend category, average days between purchases, last transaction date.
- Transaction statistics: data points that shows the purchase behavior of the shopper. Examples: number of refunds, total in-store volume, average transaction value online.
Generate and download reports
To be able to generate or download the Data Connect report in the Customer Area, you need one of the following user roles:
- Merchant Data Connect user
- Generate report
- Merchant report
You can only generate and download the report for the merchant accounts that your Customer Area user account has access to.
Manually generate a report
In a manually generated report, a shopper is included if they completed a transaction in the last 100 days. If they did, all transactions made by that shopper are included from 1 January 2021. For example, if a shopper completed 10 transactions in 2021, but has not returned since, no transactions for that shopper are included. However, if that same shopper completes a transaction tomorrow, all 11 transactions will be included.
To manually generate a report:
- Log in to your Customer Area and select your company or a merchant account.
- Select Reports.
- In the All reports dropdown menu, select Marketing.
- Select Data Connect.
- Select Manage report.
- Select creation type Manual.
- Optionally, from the drop-down menu, select from which merchant account(s) you want to include data. If you do not select an account, the report is generated with data from all merchant accounts you have access to.
- Select whether you want to create a separate row in the report for each unique shopper email address.
- No (default): the column Shopper emails in the report contains any known email addresses for the shopper.
- Yes: the report contains an extra Unique email column. If a shopper has more than one email address, the report contains multiple rows for the same shopper; one row for each unique email address. Because of this, the report can contain duplicate data. Shoppers without a known email address are not included in the report.
- Select Generate report.
Automatically generate a report
In an automatically generated report, a shopper is included if they completed a transaction in the timeframe that you selected for the report.
To automatically generate a report:
- Log in to your Customer Area and select your company or a merchant account.
- Select Reports.
- In the All reports dropdown menu, select Marketing.
- Select Data Connect.
- Select Manage report.
- Select creation type Automatic.
- Turn on Automatic generation.
- Specify the Frequency. From the drop-down menu, select Daily, Weekly, Monthly, or Quarterly.
- Optionally, from the drop-down menu, select from which merchant account you want to include data.
- Select whether you want to create a separate row in the report for each unique shopper email address.
- No (default): the column Shopper emails in the report contains any known email addresses for the shopper.
- Yes: the report contains an extra Unique email column. If a shopper has more than one email address, the report contains multiple rows for the same shopper; one row for each unique email address. Because of this, the report can contain duplicate data. Shoppers without a known email address are not included in the report.
- Select Schedule.
Download a report
To download a report that you have generated:
- Log in to your Customer Area and select a merchant account.
- Select Reports.
- In the All reports dropdown menu, select Marketing.
- Select Data Connect.
- Under Generated reports, select the name of the report that you want to download.