Manage leads, contacts, and company


Applies To: Dynamics Marketing

In Microsoft Dynamics Marketing, a contact represents the information that describes an individual who is one of the following types: marketing contact, vendor contact, or client contact. The contact's address, email, phone number, time zone, language, and currency are recorded in Dynamics Marketing, as well as the parent company that the contact represents. A marketing contact always belongs to a client or site company. A set of key indicators for each contact is available in a key performance indicator (KPI) object.

A company represents a business entity of the following types: Marketing Company, Vendor Company, Client Company, or Site Company. A marketing company always belongs to a client or site company.

A lead represents the expressed interest of a marketing contact or a marketing company in response to marketing activities. Leads are generated when a prospect or contact expresses interest in a product or service that you've publicized through marketing activities. You can create the lead based on the information that the prospect registers on a landing page. Your lead creation strategy defines how the leads are created, while your lead scoring model defines how the leads are scored (and graded) to ascertain their sales potential. For example, a certain threshold score may indicate that a lead is “sales-ready” and a salesperson should be assigned to that lead, while another score may indicate that the lead isn't interested enough to have a salesperson call.

Dynamics Marketing provides APIs to perform create, read, update, and delete operations on Microsoft.Dynamics.Marketing.SDK.Messages.Company, Microsoft.Dynamics.Marketing.SDK.Messages.Contact, and Microsoft.Dynamics.Marketing.SDK.Messages.Lead.

Avoid data contention

Dynamics Marketing ensures that multiple transactions can frequently complete without interfering with each other. When data volume is low, the chances of conflicts are low and transactions can complete without the expense of managing locks and without having a transaction wait for other transaction’s locks to clear, leading to higher throughput. However, with high data volume the contention for a data resource is frequent and the cost of repeatedly restarting transactions hits performance significantly. Therefore, it’s important that before committing the changes, each transaction verifies that no other transaction has modified the data it has read. If the DisableConcurrencyValidation property is set to false, Dynamics Marketing avoids data contention by acquiring locks on the required data resources before initiating transactions like company, contacts, event registration, event attendance, lead, and marketing results.

Data cleaning and enrichment

Cleaning and enrichment ensures that your collection of leads is kept clean and relevant at any given point of time, and can be readily taken into account for lead scoring. The lead cleaning and enrichment helps you eliminate any data redundancy that creeps in over a period of time. The cleaning and enrichment operations clean data, remove duplicates, classify and standardize all leads as per your custom format, and add additional information to help you better classify your leads.

In a typical data cleansing operation, the API client requests all modified leads, companies, and contacts of a certain change data range and performs a data cleansing operation if it finds that data has been changed through the landing page. A configuration allows a list to be specified as the cleansing source list, which the cleansing SDK client looks at to locate contacts to be cleansed. Using the OriginOfChanges property, Dynamics Marketing can distinguish if the cleaning operations are performed by the data cleaning API client or by other sources. After completing the cleaning option, the API client removes the landing page origin, to avoid picking the change as duplicate.

Third-parties can also engage with Dynamics Marketing and perform data cleaning operations using APIs (partly OData based). The OData feeds provide information on all contacts in a company, as well as the relevant expenses that have occurred for this company. Aside from address, the OData feed provides expansions on relevant programs, campaigns, and leads. For client and site companies, the feed lists the default lead creation granularity and the default scoring model. You can capture the lead from landing pages and deliver a good set of round-offs based on customer feedback, learnings, and scope adjustments from previous releases.

See Also

Developer overview of Microsoft Dynamics Marketing
Getting started with the SDK
Quick start with sample code
Sample: Create, read, update, and delete lead (including UDF custom fields)
Sample: Create, read, update, and delete contact (including custom fields)
Sample: Create, read, update, and delete a company (including UDF custom fields)
Assembly included in the Microsoft Dynamics Marketing SDK
Web service and assembly reference