MC Personalization

Product Overview
Phoenix Salesforce Marketer Group

Christopher Long, Partner Delivery Success Sr. Manager

/in/christopherlong | christopher.long@salesforce.com
He/Him
Forward Looking Statement
This presentation contains forward-looking statements about, among other things, trend analyses and future events, future financial performance, anticipated growth, industry prospects,
environmental, social and governance goals, and the anticipated benefits of acquired companies. The achievement or success of the matters covered by such forward-looking statements
involves risks, uncertainties and assumptions. If any such risks or uncertainties materialize or if any of the assumptions prove incorrect, Salesforce’s results could differ materially from the
results expressed or implied by these forward-looking statements. The risks and uncertainties referred to above include those factors discussed in Salesforce’s reports filed from time to time
with the Securities and Exchange Commission, including, but not limited to: impact of, and actions we may take in response to, the COVID-19 pandemic, related public health measures
and resulting economic downturn and market volatility; our ability to maintain security levels and service performance meeting the expectations of our customers, and the resources and
costs required to avoid unanticipated downtime and prevent, detect and remediate performance degradation and security breaches; the expenses associated with our data centers and
third-party infrastructure providers; our ability to secure additional data center capacity; our reliance on third-party hardware, software and platform providers; the effect of evolving
domestic and foreign government regulations, including those related to the provision of services on the Internet, those related to accessing the Internet, and those addressing data
privacy, cross-border data transfers and import and export controls; current and potential litigation involving us or our industry, including litigation involving acquired entities such as
Tableau Software, Inc. and Slack Technologies, Inc., and the resolution or settlement thereof; regulatory developments and regulatory investigations involving us or affecting our industry;
our ability to successfully introduce new services and product features, including any efforts to expand our services; the success of our strategy of acquiring or making investments in
complementary businesses, joint ventures, services, technologies and intellectual property rights; our ability to complete, on a timely basis or at all, announced transactions; our ability to
realize the benefits from acquisitions, strategic partnerships, joint ventures and investments, including our July 2021 acquisition of Slack Technologies, Inc., and successfully integrate
acquired businesses and technologies; our ability to compete in the markets in which we participate; the success of our business strategy and our plan to build our business, including our
strategy to be a leading provider of enterprise cloud computing applications and platforms; our ability to execute our business plans; our ability to continue to grow unearned revenue and
remaining performance obligation; the pace of change and innovation in enterprise cloud computing services; the seasonal nature of our sales cycles; our ability to limit customer attrition
and costs related to those efforts; the success of our international expansion strategy; the demands on our personnel and infrastructure resulting from significant growth in our customer
base and operations, including as a result of acquisitions; our ability to preserve our workplace culture, including as a result of our decisions regarding our current and future office
environments or work-from-home policies; our dependency on the development and maintenance of the infrastructure of the Internet; our real estate and office facilities strategy and
related costs and uncertainties; fluctuations in, and our ability to predict, our operating results and cash flows; the variability in our results arising from the accounting for term license
revenue products; the performance and fair value of our investments in complementary businesses through our strategic investment portfolio; the impact of future gains or losses from our
strategic investment portfolio, including gains or losses from overall market conditions that may affect the publicly traded companies within our strategic investment portfolio; our ability to
protect our intellectual property rights; our ability to develop our brands; the impact of foreign currency exchange rate and interest rate fluctuations on our results; the valuation of our
deferred tax assets and the release of related valuation allowances; the potential availability of additional tax assets in the future; the impact of new accounting pronouncements and tax
laws; uncertainties affecting our ability to estimate our tax rate; uncertainties regarding our tax obligations in connection with potential jurisdictional transfers of intellectual property,
including the tax rate, the timing of the transfer and the value of such transferred intellectual property; uncertainties regarding the effect of general economic and market conditions; the
impact of geopolitical events; uncertainties regarding the impact of expensing stock options and other equity awards; the sufficiency of our capital resources; the ability to execute our
Share Repurchase Program; our ability to comply with our debt covenants and lease obligations; the impact of climate change, natural disasters and actual or threatened public health
emergencies; and our ability to achieve our aspirations, goals and projections related to our environmental, social and governance initiatives.
Agenda
Product Overview

Introduction

MC Personalization (10,000 ft View,

Multi-Channel, Unified Customer Profiles,
Segmentation, Item Catalog, Machine Learning,
Campaign & Templates)

PLC, Accredited Professional & Trailhead

Academy

Q&A
Introduction
“Please allow myself, to
introduce myself.”
Christopher Long
Senior Manager
Partner Delivery Success
 MC Personalization
10,000 ft view
The Challenge

Disconnected Data Silos Unclear Understanding of Customer Inconsistent or Static

Brand Experiences
Web Behavior

Email Provider

Commerce Cloud

Salesforce CRM

Data Warehouse

Analytics Tool
The Ideal State

Connected Systems Unified Customer Profile Real Time, 1-to-1 Experiences

Web Behavior

Understand
Email Provider

Commerce Cloud Decide

Salesforce CRM Engage

Data Warehouse
Rachel
Analytics Tool
MC Personalization, Powered by Einstein
Real-time 1-to-1 personalization across the customer lifecycle
Capture Individual Insights
Understand each person’s affinities & intent

Optimize the Experience with AI

Boost the relevancy of every interaction

Coordinate Engagement Everywhere

Connect online & offline moments

Test & Analyze Experiences

Deploy A/B/n tests & monitor success
MC Personalization Real-time Pipeline
IDENTITY RESOLUTION
AUGMENTATION PROFILE UPDATES STATS & ATTRIBUTION
& PROFILE MERGE
WEBSITE

PIPELINE
SITEMAP
SEGMENTATION FILE

CAMPAIGN TEMPLATE

SDK MODULE ETL

MOBILE APP
USER SFTP
PROFILE
STORE INTEGRATION JOBS
MOBILE BATCH JOBS
SDK

INTEGRATION

SERVER SIDE INTEGRATION TARGETING

PERSONALIZATION CAMPAIGNS REMOTE

& MACHINE LEARNING SYSTEM

● RECOMMENDATION ENGINE
EMAIL
● DECISION ENGINE
MACHINE LEARNING ENGINE
● WEATHER SERVICE
● GEO LOCATION
● CATALOG SERVICE
● DATA SCIENCE WORKBOOK
 MC Personalization
Multi-Channel Integration
Integrating with Web Sites via Web SDK

Understand
Anonymous & named customer behavior
& web conversions

Collect
Catalog & content in real-time

Render
Personalized experiences in real-time
Integrating with Mobile Applications
Understand Engagement on iOS & Android
Track anonymous & named user actions, screen views,
and engagement.
Score customer affinities and intent in real-time

1:1 Campaign Delivery

Deliver target & test personalized campaigns in real-time.
In-line messaging
Overlays & messages boxes
Push notifications

Enrich the Customer Profile

Combine mobile app with cross-channel data for a picture
of each individual that interacts with your brand
across channels.
Integrating Data Feeds (ETL system)

Leverage Standard File Formatting Specs

Accelerate data ingestion with standardized
file formatting specifications

Ingest Data on a Recurring Basis

Automatically ingest data from SFTP
on a recurring/scheduled basis

Monitor & QA Data Feeds

Easily preview data feeds
& track ingestion history
from the feeds dashboard
Integrating via API

Extended Cross Channel Understanding

Allows sources to send event data to
MC Personalization to be processed in the
pipeline and update user profiles &
catalog data in real-time.

Real-Time Decisioning
Create server-side campaigns with configurable
JSON payloads to return a campaign response
to any system that is configured to call
MC Personalization’s event API
Salesforce
Salesforce CRM
Send user and visitor information to Salesforce CRM.
Receive CRM data associated with text fields, dropdown
menus, numeric values, or segments.

Data Cloud <-> MCP Connector

Send Personalization user and event data to Data Cloud.
Receive Data Cloud profile and segment data from Data
Cloud.

Marketing Cloud Engagement

Trigger MC Journeys with MCP. Use Personalization
Journey Builder Activity to update records in MCP.

Experience Cloud
Solution Kit makes it possible to personalize Experience
Cloud sites using MCP.
 MC Personalization
Unified Customer Profiles
Unified Profile: Customer & Prospect Data

Attributes
Identity Demographic Geographic Lifecycle

Owned Objects
Profile Owned Objects Object Metadata

Conversions

Downloads Applications Form Completes Purchases

Behaviors
Clicks Time Spent Campaign Eng.
Merging Cross-Channel IDs
Puts the Customer First
Personalization & Customer Centricity
What channels
does our brand support?
● Identify the most meaningful customer IDs across
your ecosystem and create an identity stitching
strategy across channels.
● Merging user profiles drives deeper personalization
across multiple channels. Deliver a consistent user Email / Campaign Mobile App
experience based on your customer profile.

The Digital
Customer
Service / Sales Web

Spot customers visiting

web, app, email or in-store and
tie their behaviours back
On-Property
to a common ID.
Unified Customer Profile
 MC Personalization
Segmentation
Real-Time Segmentation Engine

Unified Customer Profile Query Engine

Business-friendly interface, no code required.

Full breadth of data (behavioral, imported,

contextual) is available for segment logic.

Updated in real-time as new data is ingested into

the UCP.

Actionable across channels

Target audiences for cross-channel personalization
and export to external systems for
subsequent activation.

Native Audience Insights

Roll-up reporting and visualization for audience
metrics, performance, and affinities.
 MC Personalization
Item Catalog
Item Catalog

Collections of organized and related item data

MCP maintains a real-time Shadow Catalog

The catalog should reflect the business context for the client

Catalog Objects (Items) are key items users can engage with
products you sell

Content you want people to read

Offers or Creative that can be personalized

The catalog is used extensively throughout the platform

Personalization (recommendations, promotions)
Targeting (segmentation)
Reporting
 MC Personalization
Machine Learning:
Einstein Recipes
& Einstein Decisions
Recommendations Driven by Customizable Recipes
Business user-friendly machine learning

• Real-time intent
• Current and past session
• Known preferences
• On/offline purchase history

Visitor People Like Me Everyone

• Co-occurrence
Ingredients/Algorithms • Collaborative filtering
• Trending

• Exclude/include brands
Filters • Promote anchor category
• Strict price range

• Preferred brand
Boosters • Gender
• Price
• Class and keyword limits
Variations • Randomization
• Frequency capping

1-to-1 Recommendations
Promotions: Einstein Decisions
Promotions

Content Zone Selector

Up to 1000 active promotions with the selected Content Zone

or tag are eligible for decisioning

Promotion Eligibility Filters Applied (Custom promotion

attributes exact match, geo, user attribute match, segment
exclusion)
A set of up to 50 remaining eligible offers are leveraged for
real-time ML evaluation by Einstein Decisions

Einstein Decisions sorts the remaining promotions in order of

how much expected business value they will provide if shown
to the visitor.
Einstein Decisions template returns the required number of
promotions for the given campaign
 MC Personalization
Campaigns (Web)
The Purpose & Power of Templated Web Campaigns

Templates enable re-usable campaigns

that are easily deployed by business users
and controlled by developers

Business Developers
Reusable content and
Developer-managed
display logic with dynamic
templates using TypeScript,
config inputs for campaign
JavaScript, HTML and CSS
creators
Web Personalization

Accelerate Web Campaign Creation

Ensure performance, consistency, and flexibility with
developer owned templates for web personalization.

Reusable by business users who can easily apply

them to web campaigns to impact the customer
experience.

Global Template Library

OOTB global templates can be repurposed
or customized by developers to enable quick wins
for the business.
Global Templates Library
Accelerate Use-Cases by Cloning & Customizing OOTB Templates
Global Template List
● Static Content
○ Inline Banner w/ CTA
○ Exit Intent w/ CTA
○ Exit Intent w/ Email Capture
○ Manual Promotion Selector
○ Infobar w/ CTA
○ Slide-In w/ CTA
● Dynamic/ML Templates
○ Infobar with User Attribute & CTA
○ Product & Content Recs
○ Einstein Decisions (Next Best Action)
● JavaScript Functions
○ Google Analytics Segment Push
○ Redirect
● Smart Templates
○ Personalization Surveys
○ Personalization Trends
○ Personalization Comparison Shopping
MC Personalization Web Campaign
3 | Campaign (business user)
When a business user creates a new campaign, they select a template,
complete the inputs available to them & then publish the campaign.
● WHO
● Ex: Personalized Homepage Hero, Product Recommendations

2 | Template (developer)
Configuration options that a business user can leverage to create a campaign.
Define what a campaign can render & what the business users can edit.
● WHERE, HOW and WHAT
● Ex: Infobar - Single CTA,
Homepage Hero - Einstein Personalization Recipe

1 | Content Zone (developer)

An area on the site that a developer has mapped during
implementation to make it eligible for personalization
● Ex: Homepage Hero, Product Detail Page
Recs Container, Email Hero
 MC Personalization
Summary
Real Time Interaction Orchestration

Connected Systems Unified Customer Profile Real Time, 1-to-1 Experiences

Web Behavior

Understand
Email Provider

Commerce Cloud Decide

Salesforce CRM Engage

Data Warehouse
Rachel
Analytics Tool
 MC Personalization
PLC, Accredited Professional &
Trailhead Academy
MC Personalization
Pocket Guide
Single source of truth for useful content
and tools to help you successfully sell and
implement MC Personalization.

Find answers to FAQs, and quick links to

key Partner enablement resources for a
deeper dive.

https://sfdc.co/mcppocketguide
Partner Learning Camp
Expand Capabilities To Meet Customer Needs Now and In The Future

Exclusive for Salesforce Partners Prepare for

certification No cost, No
Courses designed just for Partners, regardless of size or type
in half the Disruption
time
On-Demand Training
Learn any time, any place

Earn Navigator Distinctions Provide

Showcase your expertise to customers complete +
competitive
offering to
customers

Start Learning!
sfdc.co/PLC
 Accredited Professional

The Accredited Professional credential in Partner

Learning Camp (PLC) helps Salesforce partners
expand their product and industry knowledge, and
get the tools needed to confidently deliver projects
and drive customer success!

Learn More
 Implementing Marketing Cloud
a Personalization (MKT301)
This class is designed for partners and consultants to help their clients implement Marketing Cloud
personalization in their organization. Students will understand the purpose of Marketing Cloud
Personalization, how to set it up, and then use it to connect to data and personalize user interactions.

When you complete this course, you will be able to:

Marketing
● Understand how Marketing Cloud personalization creates 1:1 customer experiences in real time.
● Discover the data model and platform architecture of Marketing Cloud Personalization, and learn

Cloud
about the core components of a standard implementation of Marketing Cloud Personalization.
● Explore the implementation discovery process.
● Discover how to navigate the Marketing Cloud Personalization interface, add user roles, create user
accounts, and create and manage SFTP (Secure File Transfer Protocol) user accounts.
Duration: 3 Days ● Examine the Marketing Cloud Personalization web SDK (software development kit) beacon, and learn
how to deploy it.
Content available in: ● Explore site, page, and catalog data mapping.
English (US) ● Discover how to get data into Marketing Cloud Personalization.
● Create and Use Segments in Marketing Cloud Personalization.
● Configure Einstein Recipes in Marketing Cloud Personalization.
● Learn how web campaigns and templates work together for website personalization
● Use Triggered Campaigns in Marketing Cloud Personalization.
● Learn how open-time email campaigns personalize the email channel.
● Learn how to use the Event API, Server-Side Campaign, and trends to personalize channels.
● Learn how to use reports and dashboards to analyze user behavior and activity. Also, explore the data
warehouse and how it works.
Q&A