Which two options should be recommended as the subscriber key for a company using Marketing Cloud?

Choosing a CRM ID as the subscriber key for a company using Marketing Cloud is a strategic decision that enhances customer relationship management and data integrity. The CRM ID is unique to each customer within a company's customer relationship management system, which allows for seamless integration and precise tracking of customer interactions across different platforms.

Utilizing the CRM ID as the subscriber key provides a stable and consistent reference point for customer identification, which is crucial in personalized marketing efforts. It enables marketers to consolidate data from various channels and build a comprehensive view of customer behavior and preferences. This comprehensive understanding is vital for effective targeting and segmentation, allowing marketers to deliver tailored messages that resonate with individual customers.

In contrast, other options like email, mobile device ID, or loyalty program number may not offer the same level of reliability or universality. Email addresses can change, and relying solely on them could lead to data inconsistencies. Mobile device IDs might not represent an entire customer lifecycle and could be less relevant if customers switch devices. Loyalty program numbers, while useful, are usually restricted to a specific program and may not reflect the complete customer journey.

Using the CRM ID as the subscriber key lays a solid foundation for integrated marketing strategies and effective data management within Marketing Cloud.