Comprehensive view of representing, navigating, and exploiting data in Marketing Cloud.

1. Satheesh Nanniyur
Understanding Data Flow in
Marketing Cloud

2. #TDX17
Satheesh Nanniyur
Sr. Dir, Product Management
Salesforce Marketing Cloud
snanniyur@salesforce.com

3. Forward-Looking Statements
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could be deemed forward-looking, including any projections of product or service availability, subscriber growth, earnings, revenues, or other financial
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planned, or upgraded services or technology developments and customer contracts or use of our services.
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service, new products and services, our new business model, our past operating losses, possible fluctuations in our operating results and rate of growth,
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possible mergers and acquisitions, the immature market in which we operate, our relatively limited operating history, our ability to expand, retain, and
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these forward-looking statements.

4. Agenda
Defining Data Navigating Data
Working with
Data
Demo

5. Defining Data Navigating the DataWorking with Data Demo

6. Overview
Subscribers
Content
Data Extensions
Reporting
Event Tracking

7. 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

8. 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

9. 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

10. 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

11. Working with
Data
Best PracticesDefining Data Navigating the Data

12. 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

13. 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

14. 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

15. 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

16. Navigating DataWorking with Data DemoDefining Data

17. 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

18. 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

19. 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

20. 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

21. 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