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TrailheaDX 2017 - Understanding Data in Salesforce Marketing Cloud

This document summarizes a presentation on understanding data flow in Marketing Cloud. It discusses defining data through subscribers, content, custom data extensions and event tracking. It covers navigating data using APIs, import/export, and tracking events. It also provides best practices for working with data for audience segmentation, content personalization, and integrating with Marketing Cloud Connect. The presenter demonstrates these concepts through a live demo.

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Satheesh Nanniyur Understanding Data Flow in Marketing Cloud
#TDX17 Satheesh Nanniyur Sr. Dir, Product Management Salesforce Marketing Cloud snanniyur@salesforce.com
Forward-Looking Statements Statement under the Private Securities Litigation Reform Act of 1995: This presentation may contain forward-looking statements that involve risks, uncertainties, and assumptions. If any such uncertainties materialize or if any of the assumptions proves incorrect, the results of salesforce.com, inc. could differ materially from the results expressed or implied by the forward looking statements we make. All statements other than statements of historical fact could be deemed forward-looking, including any projections of product or service availability, subscriber growth, earnings, revenues, or other financial items and any statements regarding strategies or plans of management for future operations, statements of belief, any statements concerning new, planned, or upgraded services or technology developments and customer contracts or use of our services. The risks and uncertainties referred to above include – but are not limited to – risks associated with developing and delivering new functionality for our service, new products and services, our new business model, our past operating losses, possible fluctuations in our operating results and rate of growth, interruptions or delays in our Web hosting, breach of our security measures, the outcome of any litigation, risks associated with completed and any possible mergers and acquisitions, the immature market in which we operate, our relatively limited operating history, our ability to expand, retain, and motivate our employees and manage our growth, new releases of our service and successful customer deployment, our limited history reselling non- salesforce.com products, and utilization and selling to larger enterprise customers. Further information on potential factors that could affect the financial results of salesforce.com, inc. is included in our annual report on Form 10-K for the most recent fiscal year and in our quarterly report on Form 10-Q for the most recent fiscal quarter. These documents and others containing important disclosures are available on the SEC Filings section of the Investor Information section of our Website. Any unreleased services or features referenced in this or other presentations, press releases or public statements are not currently available and may not be delivered on time or at all. Customers who purchase our services should make the purchase decisions based upon features that are currently available. Salesforce.com, inc. assumes no obligation and does not intend to update these forward-looking statements.
Agenda Defining Data Navigating Data Working with Data Demo
Defining Data Navigating the DataWorking with Data Demo
Overview Subscribers Content Data Extensions Reporting Event Tracking
Subscribers Classic Subscriber Lists Create or upload your subscribers for Email, Mobile, and Social marketing Sendable Data Extensions More flexible and scalable with data linked to subscribers Contact Builder Consolidate and organize customer lists. Currently supported with JourneyBuilder, MobileConnect, and MobilePush
Content Classic Assets Classic interface to create Email marketing content Content Builder Cross Channel Content Management Consolidate all marketing assets in a single location for use in Marketing Cloud
Custom Data with Data Extensions Data Extensions Any custom relational data you can store in Marketing Cloud platform Synchronized Data Extensions Sync Salesforce CRM data in Marketing Cloud
Event Feedback Subscriber Interactions Open, Click, Unsubscribe interactions in response to marketing messages Marketing Cloud Events Bounce and Sent events related to marketing messages Use to drive journeys in Journey Builder and create new Subscriber Lists based on Subscriber Interactions
Working with Data Best PracticesDefining Data Navigating the Data
Overview Marketing Task Description Audience Segmentation Build audience for your campaign Content Personalization Personalize your marketing content for driving 1-1 customer engagement Integrate with MC Connect Integrate Sales and Service Clouds with Marketing Cloud
Audience Segmentation Subscriber Groups Create groups by filtered data or random groups Enables profile, attribute, and measures segmentation Audience Builder Sophisticated multi-dimension segmentation at scale Centralize data from external sources to build audience
Content Personalization Dynamic Content Serve differentiated content by Subscriber attributes Personalization Builder Leverage predictive AI algorithms to predict and personalize content by behavioral data Scripting Personalize content by Subscriber profile and attributes with AMPscript and SSJS
Marketing Cloud Connect Integrate Access Marketing Cloud tools from Sales and Service Clouds including Cross Channel Marketing Sync CRM Data to Marketing Cloud Use Synchronized Data Extensions to sync CRM data into Marketing Cloud Drive 1-1 Journeys and Personalize Marketing Messages Use Marketing Cloud Journey Builder to drive 1-1 customer journeys and personalize with CRM Data
Navigating DataWorking with Data DemoDefining Data
Overview Data Navigation Method Description APIs SOAP and REST API support Import/Export Import/Export Subscriber Lists and Data Extensions Tracking Events Track Behavioral Data Events
API Overview SOAP API • Core functionality with Email, Tracking, and Data Extensions • Most comprehensive API functionality REST API • New functionality with Mobile, Journey Builder, and Content Builder • Selective support for core functionality including Email and Data Extensions
Import/Export Import/Export File Transfer One time transfer of Subscriber Lists and Data Extensions Activities Automate Data Import, Data Extract, File Transfer, and other activities Automation Studio Define and Automate workflow for recurring processes
Tracking Events Retrieve API Calls Comprehensive tracking details with SOAP API and Email Send status with REST API Data Extracts Can be automated with Automation Studio for periodic recurring tracking status Reports Generate comprehensive tracking status via reports using Analytics Builder
Demo • Demonstrate Sendable DE and Segmentation using Data Filter • Use APIs to create Send Definition, and Send Email • Retrieve Tracking Data using UI and API
TrailheaDX 2017 - Understanding Data in Salesforce Marketing Cloud