I've just published a blog post which describes how you can call a Webhook in IFTTT which then starts an event when a condition is met in your data.
The specific example describes how you can look for when a new customer appears in your data, and then starts the song "We Are The Champions" on the office Sonos system.
This is, of course, just an example. You can code for different criteria and cause different events, such as turning IoT devices on or off or posting to channels such as Slack or Twitter.
The blog post can be found here: http://bit.ly/35c5UDO
I would be interested in knowing what people create using this technique. Please let me know in the comments.