3 Use Cases: How Data Mapping Simplifies Workflows

By McKenzie Fetzer in GET/technical Posted Jul 15, 2015

data_mapping_banner-01Last month we launched our latest product, Element Mapper, which enables companies of all sizes to map and transform data across the cloud services they use internally or their customers use in conjunction with their product. In talking to companies about their need for a data mapping tool, we’ve come across some cool use cases that many companies encounter.

Cloud service APIs are islands of dataFirst of all, it’s awesome that most of the cloud services we use have their own APIs. Seriously, it’s great and it’s the reason we started Cloud Elements. But each new API is really just another island of data. Each service has its own proprietary API, syntax and data structure. And each of these systems treat objects you depend on (Account, Contact, Invoice, etc.) in different ways. For instance, a ‘Company’ in HubSpot is called an ‘Account’ in Salesforce and a ‘Customer’ in QuickBooks. When you want the services you use to talk to each other, these differences become a huge pain. That’s where Element Mapper comes in, allowing you to normalize an object across all of these systems, so you can choose how you want to consume it.

Three use cases around data mapping that your business might run into:


  1. Marketing Automation to CRM: e.g. Map a HubSpot Contact to a Salesforce Lead.
    This use case should really hit home for the modern sales rep and marketer.We have come to expect an integration between a marketing automation system and CRM system to work out of the box. We depend on this integration and object mapping to keep our prospect and customer data in sync. A sales rep needs to know that a prospect received a marketing email and then requested more information or unsubscribed. The marketing team needs to know when one of their inbound leads converts to a customer. Using a tool like Element Mapper ensures that standard and custom objects will stay in sync between systems.
  2. CRM to Finance: e.g. Map a Salesforce Account to a QuickBooks Customer. HubSpot Company Object
    Another typical use case is connecting a CRM account to a finance account. I think that most companies would agree that knowing when an invoice has been sent and paid is vital to their business! Sales reps want to know what the status of invoices and payments are, while finance teams want to know about new customers, contracts and payment terms. With Element Mapper, users can map the Account object in Salesforce to the Customer object in Quickbooks.
  3. Help Desk to Ticketing: e.g. Map a Zendesk Incident to a JIRA Issue.
    Many companies are working to streamline their customer support by sending support tickets or incidents directly to their project management software. For example, a company could map their Zendesk Incident object to their JIRA Issue object to automatically create a Issue when a ticket is submitted. This eliminates additional back and forth between departments and gets the issue resolved faster. I can’t imagine a more agile system than that.
  4. BONUS! Help Desk to Content Management System: Map Content to Help Desk.
    This is a bonus use case because it is pretty specific. Element Mapper is being used to map different content management systems and knowledge bases to a help desk system, creating a database of content. The content management systems, blogs and knowledge bases they are connecting to are all similar data sources, but they want to use a data structure that will match how they consume FAQs and content. With Element Mapper, you can pull all of the data into a single source of record, in this case a help desk system, in order to index and provide search capabilities to end customers.

The interesting thing about these use cases is, you could be mapping two cloud services or 10 cloud services, but when using Element Mapper it doesn’t matter as it allows you to use the same mapping structure across multiple services. That’s our “one-to-many” approach at work, saving you development time and costs to get all of those islands of independent data in sync. Learn more about Element Mapper or sign up to try it for free.