Systems and methods for matching electronic activities directly to record objects of systems of record
The system described herein can automatically match, link, or otherwise associate electronic activities with one or more record objects. For an electronic activity that is eligible or qualifies to be matched with one or more record objects, the system can identify one or more set of rules or rule sets. Using the rule sets, the system can identify candidate record objects. The system can then rank the identified candidate record objects to select one or more record objects with which to associate the electronic activity. The system can then store an association between the electronic activity and the selected one or more record objects.
1. A method comprising:
accessing, by one or more processors, data of a plurality of electronic activities transmitted or received via electronic accounts of a plurality of data source providers;
accessing, by the one or more processors, a plurality of customer relationship management (CRM) record objects of a plurality of CRM systems, each CRM record object of the plurality of CRM record objects corresponding to a record object type including an account record object type, an opportunity record object type and a contact record object type, each CRM record object comprising CRM object field-value pairs, the plurality of CRM systems corresponding to the plurality of data source providers;
storing, by the one or more processors, in one or more data structures controlled by the one or more processors, for each CRM record object of the plurality of CRM record objects, a corresponding data record object including data field-value pairs corresponding to the object field-value pairs of the CRM record object;
generating, by the one or more processors, activity field-value pairs for an electronic activity of the plurality of electronic activities, the activity field-value pairs including at least one first activity field-value pair identifying a sender of the electronic activity and at least one second activity field-value pair identifying a recipient of the electronic activity;
determining, by the one or more processors, that the electronic activity is to be matched to one or more data record objects responsive to comparing the data of the electronic activity to one or more rules for restricting electronic activities from being matched to data record objects;
determining, by the one or more processors, a data source provider associated with providing the one or more processors access to the electronic activity of the plurality of electronic activities;
identifying, by the one or more processors, from the plurality of CRM systems, a CRM system corresponding to the determined data source provider, the CRM system including a plurality of candidate data record objects to which to match the electronic activity;
determining, by the one or more processors, responsive to applying a first policy including one or more filtering rules, that the electronic activity is to be matched to at least one data record object of the plurality of data record objects corresponding to the identified CRM system;
identifying, by the one or more processors, responsive to applying a second policy including one or more first matching rules for identifying candidate data record objects based on the sender of the electronic activity and one or more second matching rules for identifying candidate data record objects based on the recipient of the electronic activity, one or more candidate data record objects to which to match the electronic activity,
wherein applying the second policy includes matching the at least one first activity field-value pair identifying the sender to one or more data field-value pairs of the candidate data record objects and matching the at least one second activity field-value pair identifying the recipient to the one or more data field-value pairs of the candidate data record objects;
selecting, by the one or more processors, from the candidate data record objects, at least one candidate data record object based on the at least one candidate data record object including data field-value pairs satisfying the at least one first rule and the at least one second rule;
storing, by the one or more processors, in the one or more data structures, a first association between the selected at least one candidate data record object and the electronic activity; and
transmitting, by the one or more processors, at least one instruction to a server of the CRM system to store a second association between a CRM record object corresponding to the at least one candidate data record object and the electronic activity to synchronize the at least one candidate data record object with the CRM record object.
2. The method of claim 1 , wherein identifying the CRM system corresponding to the determined data source provider comprises identifying, by the one or more processors, the CRM system based on a domain associated with an email address of the sender of the electronic activity.
3. The method of claim 1 , wherein determining, responsive to applying the first policy, that the electronic activity is to be matched to at least one record object of the identified CRM system comprises determining that the electronic activity does not satisfy one or more filtering rules configured to cause the one or more processors to restrict the electronic activity from being matched to the at least one record object, the one or more filtering rules including at least one of i) a keyword rule configured to restrict electronic activities including a predetermined keyword; ii) a regex pattern rule configured to restrict electronic activities including one or more character strings that match a predetermined regex pattern; iii) a logic-based rule configured to restrict electronic activities based on participants of the electronic activities satisfying a predetermined group of participants.
4. The method of claim 3 , wherein the filtering rules include at least one filtering rule defined by the data source provider of the electronic activity and the CRM system to which to match the electronic activity.
5. The method of claim 3 , wherein determining, responsive to applying the first policy, that the electronic activity is to be matched to at least one record object of the identified CRM system comprises at least one of:
determining that the electronic activity does not include one or more predetermined words included in a list of restricted words;
determining that the electronic activity does not include any character strings that have a regular expression (regex) pattern that matches a predefined regex pattern included in a list of restricted regex patterns; or
determining that the sender and at least one of the one or more recipients match a list of restricted sender-recipient pairs.
6. The method of claim 1 , wherein the second policy includes a first set of rules and a second set of rules, and wherein identifying the one or more candidate data record objects further comprises:
identifying, by the one or more processors, responsive to applying the second policy including the first set of rules for identifying candidate data record objects based on one or more recipients of the electronic activity, a first set of candidate data record objects to which to match the electronic activity, each candidate data record object of the first set identified based on the one or more recipients of the electronic activity;
identifying, by the one or more processors, responsive to applying the second policy including the second set of rules for identifying candidate data record objects based on the sender of the electronic activity, a second set of candidate data record objects to which to match the electronic activity, each candidate data record object of the second set of candidate data record objects identified based on the sender of the electronic activity; and
wherein selecting the at least one candidate data record object includes selecting, by the one or more processors, the at least one candidate data record object included in both the first set of candidate data record objects and the second set of candidate data record objects to match to the electronic activity based on the first set of rules and the second set of rules of the second policy.
7. The method of claim 6 , wherein identifying, responsive to applying the second policy, the first set of candidate data record objects comprises:
applying a first matching rule of the first set of rules to identify one or more first CRM record objects corresponding to a first record object type;
applying a second matching rule of the first set of rules to identify one or more second CRM record objects corresponding to a second record object type.
8. The method of claim 7 , wherein the second policy assigns a first priority level to the first matching rule and a second priority level to the second matching rule, wherein the first priority level is greater than the second priority level.
9. The method of claim 6 , further comprising, receiving, from the data source provider, at least one instruction to select a subset of the first set of rules or the second set of rules and assign a first priority to a first matching rule of the subset and assign a second priority level to a second matching rule of the subset.
10. The method of claim 1 , further comprising:
determining, by the one or more processors, that a first electronic activity previously matched to a first CRM record object of the data source provider is matched to a second CRM record object of the data source provider;
determining, by the one or more processors, one or more matching policies of the data source provider that apply to the first electronic activity; and
updating, by the one or more processors, responsive to determining that the first electronic activity previously matched to the first CRM record object is matched to the second record object, the one or more matching policies for the data source provider such that the one or more processors can match a second electronic activity including participants of the first electronic activity to the second CRM record object.
11. The method of claim 6 , wherein identifying, responsive to applying the second policy, the first set of candidate data record objects comprises identifying one or more candidate data record objects of a first record object type based on the recipients of the electronic activity.
12. The method of claim 6 , wherein the first set of rules includes a rule to identify one or more CRM record objects of a first record object type based on an object field value of the CRM record object that identifies one or more nodes and wherein identifying, responsive to applying the second policy, the first set of candidate data record objects comprises identifying one or more candidate data record objects of the first record object type responsive to determining that one or more participants of the electronic activity are identified by the object field value.
13. The method of claim 12 , wherein the object field value is a value of a first object field corresponding to an object owner that identifies an owner of the CRM record object or a second object field corresponding to a team that identifies a group of people linked with the CRM record object in the CRM system.
14. The method of claim 6 , wherein identifying, responsive to applying the second policy, the first set of candidate data record objects comprises identifying a particular CRM record object of the data source provider responsive to determining that the electronic activity includes a predetermined character string that satisfies a rule to match electronic activities including the character string to a particular CRM record object.
15. The method of claim 6 , wherein the second set of rules includes a rule to identify one or more CRM record objects of a first record object type that are linked with the sender of the electronic activity and wherein identifying, responsive to applying the second policy, the second set of candidate data record objects comprises identifying one or more CRM record objects that identify the sender as an object field value to an object field of the record object.
16. The method of claim 6 , wherein the second set of rules includes a rule to identify one or more CRM record objects of a first record object type based on an object field value of the CRM record object that identifies one or more nodes and wherein identifying, responsive to applying the second policy, the second set of candidate data record objects comprises identifying one or more candidate data record objects of the first record object type responsive to determining that one or more participants of the electronic activity are identified by the object field value.
17. The method of claim 1 , further comprising:
retrieving, by the one or more processors, from one or more second servers, a first plurality of CRM record objects corresponding to a first CRM system of a first data source provider and a second plurality of CRM record objects corresponding to a second CRM system of record of a second data source provider.
18. The method of claim 1 , further comprising:
assigning, by the one or more processors, one or more tags to the electronic activity based on a first character string included in a body of the electronic activity; ii) a second character string included in a metadata of the electronic activity; or iii) other electronic activity.
19. The method of claim 18 , further comprising identifying, by the one or more processors, the at least one candidate data record object of the one or more CRM record objects based on one or more tags assigned to the electronic activity.
20. The method of claim 1 , further comprising determining, by the one or more processors, for at least one of participants of the electronic activity, a respective unique identifier used by the CRM system corresponding to the data source provider to represent the participant.