I'm looking for best practices for using Custom Activities.
- When creating Custom Activity fields is it best to record only essential information in the activity or should all information gathered from our various web forms; including First Name, Last Name, Address and Contact info be included? Recording everything from the activity allows us to capture ALL the customer's information at that moment in time and would allow us, over time, to see trends in the answers and be able to weed out inaccurate information; helping us cleans our DB of bad data. However, the thought of manually auditing each customer's custom activities and manually updated the customer's official database fields (First Name Last Name, Address) seems like a daunting task (I'm not sure we could ever keep up). Writing this customer information to the DB field would eliminate the need to audit and manually update but each time a form is submitted, the DB field would overwrite the information previously in those fields (obviously).
- We have 3 categories of web forms; Opt-in, general inquiry, hot lead (request a quote/demo). Would you recommend creating 3 different custom activities to record and lead score differently for each category or simply create one custom activity, form submission and score based on the values submitted in the form (also passing the form type as a hidden variable with the form submission)?
Any and all help is greatly appreciated! Happy Marketing!