New to Airtable here. We’re considering using Airtable for a few clients to serve as a CDP (customer data platform). In this case, we’re merging 4 data sources: 1) website conversions, 2) CRM, 3) contracts/invoices, 4) NPS/surveys.
For all 4 of these data sources, there is 1 shared field: Unique ID.
I had planned on posting each data source via Airtable’s very well documented API to a table. So, we have 4 tables in 1 base. The website conversion data source will generate a few hundred rows every day.
My ideal scenario would be for these rows to auto-link across the 4 tables as a matching Unique ID row is added to the other tables.
Example: Today, the customer converts on the website, and they are added to table 1, website conversion data. Tomorrow, they enter the CRM, and are added to table 2. A link between this customer row on table 1 and table 2 is automatically created. A week later they sign the contract and are invoiced, and are added to table 3. A link between the customer row on tables 1, 2, and 3 is automatically created. A month later they fill out the NPS survey, and are added to table 4. A link between all 4 tables is automatically created.
Reading through the community forums, @JonathanBowen describes 2 methods here. Essentially, #1 is copy/pasting data from the Unique ID field into a Link field, and #2 is doing something similar, but with Zapier. Both of these sound doable, but I’m wondering if there is a more common/“standard” approach to this use case. I’m partial to route #2 I suppose, as it removes the opportunity for human error.
Another option would seemingly be to post all of the data from these 4 data sources to 1 table. Because all of our data sources have a matching Unique ID, and the data is submitted sequentially (we could never have a customer in the CRM that did not convert on the website), we could just have 1 table with 100+ columns. From this, I suppose we would just create different views to be able to look at this information in a more curated fashion.
With all of that being said, I’d love the community’s insight on how you might approach this use case. Do any of the 3 methods described above seem optimal? What’s behind door #4?
Side note- I was surprised to not see a lot of chatter around using Airtable as a CDP. Have I not dug deep enough? Are there key pieces of functionality not present in Airtable, that most CDPs have? Loving the simplicity & customizability of Airtable, and at $20/user/mo it is incomparable to CDPs which start at a $3-10k/mo entry point.