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Customer Relationship Management (CRM) solutions are used to manage interactions with customers and potential customers. These tools help businesses to streamline processes, build customer relationships, increase sales, improve customer service, and ultimately increase profitability. Well-known solutions are:

  • Dynamics CRM
  • Hubspot
  • Salesforce
  • Zendesk

Challenges with data from CRMs

The challenge with CRM and their data is that in many cases they provide their own Business Intelligence reporting within the CRM itself or when you can access the data, its data model is really complex since CRM systems are often also very comprehensive.

For example, Salesforce provides access to its data via an API. But Salesforce has become a comprehensive solution throughout its existence due to mergers with and acquisitions of other vendors. This results in a universe of various products/solutions, each with its own product specific API or reporting capability. Commonly with their own dialect of APIs. In other words, there’s no such thing as a general Salesforce API.

This makes it not straightforward to extract data from Salesforce for reporting purposes. More or less the same applies to other solutions like Hubspot and Dynamics.

At i-spark we have encountered this many times before and have got experience with extracting and combining data from CRM systems.

Gaining insights from your CRM

The insights from your CRM can be very valuable for your business. It contains all your customers data, the interactions with them and the sales opportunities. When you combine this data with data from your Marketing activities and eCommerce platform then you will gain powerful insights of the whole Customer Journey, from acquisition to conversion to retention.

At i-spark we do this by combining this data in a SmartDataPack. The data from these cans are merged in a central data storage and on top of that we put some smart Business Intelligence solutions like Looker in place.


Are you interested in what data we can extract from the tools that you are using? Or how we can create a centralized report for you? Feel free to contact us!

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