Marketing Cloud Personalization Series - Day Two

Introduction

• Objective: Cover setup and account administration of Marketing Cloud Personalization.
• Duration: 15-day series.
• Sessions: 12 PM Eastern Time, multiple advanced sessions planned.
• Speakers: Shout out to all involved, including Jacob for demos.
• Resources: Previous and upcoming sessions will be uploaded on YouTube @MClearningcamp.
• Special Notes: Use the chat window for questions relevant to the current session.
• Slack Channel: MC Learning Camp for updates.
• IMPORTANT: Anonymous questions can be asked on September 5th during the “Ask Me Anything” panel.

Presenter’s Background

• Name: Leader of Salesforce Marketing Group Phoenix, Marketing Champion, Marketing Cloud Consultant, Founder of MC Learning Camp.
• Certifications: 18 times certified.
• Handles: Twitter, LinkedIn, YouTube.

Overview of Personalization

• Concept: Marketing Cloud Personalization focuses on customer interaction data to tailor targeted messages.
• Use Cases: Multiple industries including retail, financial services, health, travel, etc.
• Features: Segmentation, unified profiles, machine learning algorithms for next best actions, product recommendations.

Implementation

• Basic Setup: Two editions – Growth and Premium. Different feature sets and limits.
  • Growth Edition: Website and email personalization, basic limits (100K unique visitors/profiles).
  • Premium Edition: Advanced features (CRM integration, API responses, mobile app personalization), higher limits (500K unique visitors/profiles).
• Limitations: Data object limits, integration limits – available on Salesforce help pages.

Best Practices

• Data Collection: Collect only necessary info, be transparent about usage, provide user control over their data.
• Security: Minimal privilege access, prudent data sharing, lawful and ethical use of data.
• Use Cases: Open-time email, triggered campaigns, website personalization, and CRM integration.

Integration and Technical Details

• Identity and User Attributes: Integrate detailed customer profiles utilizing explicit and implicit data, behavioral tracking, etc.
• SDKs: Web SDK for sites, Mobile SDK for apps. Collects and tracks visitor’s data.
• JavaScript Beacon: Code snippet to track user actions on the website.
• API Tokens: Create tokens for integration with Salesforce and other systems.
• Site Mapping: Config-driven integration layer to map website interactions to personalization.

Key Terms and Functional Areas

• Data Sets: Like business units, control data access, used for testing and production separation.
• Audit Log: Tracks actions and events within the platform.
• Unified Customer Profile: Comprehensive view of customer info across interactions.
• Einstein Recipes and Machine Learning: Used for creating and managing personalization algorithms.

Account Management and Security

• User Roles: Campaign approver, author, editor, etc. Assign roles to data sets for access controls.
• Permissions: Granular level, manage individual access to different functional areas.
• Login Process: Two-step process involving Marketing Cloud admin and user actions.

Demo and Q&A

• Presented by Jacob: Key walkthroughs in the platform – user settings, roles, API tokens, audit logs.
• Handling User Data: Configuration settings, syncing with other platforms, customization based on time zones.
• Dashboard Insights: In-depth look at reporting, behavior tracking, and setting up web configurations.

Final Notes

• Next Sessions: Plan for 90 minutes to cover all topics in detail.
• Certification Vouchers: Two available, email reasons within the next 5 minutes.
• Support: Slack for ongoing queries.