Marketing Cloud

Personalization
15-Day Series
Day-2
Salesforce Marketer Group (Phoenix)
MCLearningCamp
Click to add title
 Marketing Cloud Personalization 15-Day Series: Schedule
Date Topic Presenter
7/25/2023 MCP Overview Chris Long
7/27/2023 Setup and Account Administration Jyothsna Bitra Jacob
8/1/2023 Solution Overview Michelle Medina
8/3/2023 Sitemap Sandesh Chapagain
8/8/2023 Data Integration: UCP Ekaterina Obolenskaya
8/10/2023 Segmentation Ekaterina Obolenskaya
8/15/2023 Einstein Recipes and Einstein Decisions Michelle Medina
8/17/2023 Triggered Campaigns Chris Long
8/22/2023 Web Campaigns and Templates Sandesh Chapagain
8/24/2023 Server-Side Campaigns, Event API Mathes Kanagarajan
8/29/2023 Open Time Email Ekaterina Obolenskaya
8/31/2023 Reporting Jyothsna Bitra
9/5/2023 AMA Panel Chris Long and Mateusz Dabrowski
9/7/2023 Implementation use cases + demo TBA
9/12/2023 Implementation use cases + demo TBA

* Dates mentioned are as per US - Eastern Time Zone

Jyothsna Bitra (JB)
Marketing Cloud Consultant/Architect

• Marketing Champion
• CGL- Salesforce Marketer Group(Phoenix)
• 18x Certified Application Architect
• Founder - @MCLearningCamp
• Conference Speaker, Mentor
• Jbitra.com

JyothsnaBitra
Jyothsna-Bitra
@MCLearningCamp
Few Logistics

● These sessions will be recorded and will be uploaded to YouTube:

@MCLearningCamp
● Please post your questions in the chat window and we will address them
at the end of the session
● Please share your learnings on twitter/linkedin using #momentmarketers
#marketingchampions @MClearningCamp @JyothsnaBitra
● Make sure you register to all the sessions in this series
● Fill out your questions for the AMA Panel
● Follow the slack channel for #marketing-cloud-personalization_23
Recap

Marketing Cloud Personalization helps you:

● Listen to how customers interact with your brand across channels.

● Understand what to do next based on rules set by the business.
● Act on insights gathered to provide customers with the best experience.
Getting Started

● Trailhead:
https://trailhead.salesforce.com/content/learn/trails/
discover-interaction-studio
● Salesforce Help:
https://help.salesforce.com/s/articleView?id=sf.mc_p
ers.htm&type=5
● Ecampus:
https://ecampus.evergage.com/my_dashboard
● PLC: https://partnerlearningcamp.salesforce.com
● Developer docs:
https://developer.salesforce.com/docs/marketing/pe
rsonalization/guide/get-started.html
Use cases

★ Retail ★ Web Use Cases

★ Demand Generation ★ Open Time Email Use Cases
★ Financial Services ★ Triggered Campaigns Use Cases
★ Travel ★ Journey Builder Triggered Use Cases
★ Health and Life Sciences ★ Sales to Service Cloud Use Cases

https://help.salesforce.com/s/articleView?id=sf.mc_pers_use_case.htm&type=5
Preparing for Implementation

https://trailhead.salesforce.com/content/learn/modules/implementation-of-m
arketing-cloud-personalization?trail_id=discover-interaction-studio

Implementation checklist:
https://quip.com/wo8hAw2QgoD7
Personalization Editions
Growth Premium

● 100,000 Monthly Unique Visitors ● 500,000 Monthly Unique Visitors

● 100,000 Named Individual Profiles
● Key Features:
○ Website and Email Personalization
○ Segmentation & Rule-Based Decision Making
○ A/B/N Testing & Reporting
○ Product & Content Recommendations
● 500,000 Named Individual Profiles
● All Features of Growth Edition PLUS:
○ AI-driven offers with Einstein Decisions
○ Mobile App Personalization and Push
Notifications
○ CRM Integration
○ Server-Side API Responses

For Growth and Premium:

○ You can purchase more Monthly Unique Visitors in blocks of 100,000.

○ You can purchase more Named Individual Profiles in blocks of 100,000.

https://help.salesforce.com/s/articleView?id=sf.mc_pers_editions.htm&type=5
Personalization Limits

● Data and Object Limits

● Integrations Limits
● Segment Management Limits
● Channels and Campaigns Limits
● Machine Learning Limits
● Reports and Analytics Limits

https://help.salesforce.com/s/articleView?id=sf.mc_pers_limits.htm&type=5
Ethical Data Use

Ethical use of data is more than the regulations. Biggest perceived risks of real-time personalization in
marketing:

● Security events, like data breaches

● Data being collected, shared, or used in unanticipated ways
● Personalizing interactions that feel invasive or unwanted to consumers
● Inadvertent bias introduced by relying on demographic attributes for interactions instead of
behavioral and engagement data
Best Practices

● Use and collect individual information appropriately

● Be transparent about data use
● Remember consumers want control and clarity
● Provide clear benefits in exchange for data
● Treat sensitive data carefully
● Collect and Use only what is necessary
● Choose third party partners carefully
Dates and Times in Personalization

Values Stored in UTC but Shown in Local Timezone

Date and Time Range

For some features (including segments, unified customer profile, and campaigns), you can adjust the date and time range
to reflect the time period you’re interested in.

Examples:

● Event stream: local time

● Campaign scheduling: local time
● Segments: UTC
Personalization Status

● Go to http://trust.salesforce.com.com.
● For Marketing Cloud Personalization, click Status
Key Terminology
Dataset: Marketing Cloud Personalization uses datasets to control access to data.

Salesforce Interactions SDK Launcher: A Google Chrome browser extension used to add personalization features to
a website.

Unified customer profile: A visual representation of all the data about a single visitor, including preferences and affinities.
Open time email personalization: Deliver up-to-the-second personalized content and recommendations into email
campaigns.

Real-time interaction management (RTIM): The ability to capture real-time consumer insights and then use them to
bring true personalization to every interaction with your brand

JavaScript beacon:
A code snippet from Marketing Cloud Personalization that you add to a site. The beacon places a first-party cookie on each
visitor’s browser and sends data for that visitor back to Interaction Studio. The data sent back includes pages visited, links
clicked, time on the site, number of visits, geolocation, referral source, as well as other custom data you want collected.
Site Mapping
●Configuration driven integration layer
○Developed for a specific site using APIs & written in JavaScript
●Executes within the Web SDK
●Describes the structure of the site as a user interacts with it
Web SDK
Allows to collect behavioral data, business context data and deliver personalization
Catalog: Collections of organized and related item data

•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
•Catalog objects have metadata associated with them that provides
context within the larger catalog
•Attributes
•Dimensions
Behavioral Events
Events sent to Interaction Studio based on an action a user performed on the page

Created and sent from the sitemap

•Sitemap listeners

Used for
•Triggering campaigns
•Cross-channel (web, email, etc.)
•Catalog item statistics
•Carted, Viewed, Purchased
•Segmentation

•Reporting

•Gears

•And more...
User Attributes

Name/Value pairs attached to other entities

Types: string, number, date, boolean, object

Metadata: Origin, Provider, Gear, Sensitivity

Owning Entity: User, Account, Catalog item, Order, Line

item

Used for: Targeting, Segmentation, ML Decisioning

Account Settings
Navigating the Platform

● Reports
● Channels & Campaigns
● Audiences
● Catalog
● Machine Learning
Datasets
Datasets in Marketing Cloud Personalization are collections of events, catalog configurations, and user profiles that keep Personalization
data separate and organized. Up to 20 datasets can be created in the account

Actions:
● Add a Dataset
● Clone a Dataset
● Export events from a Dataset

You can use datasets in various ways:

● Test dataset to monitor your QA or staging environment, and a production dataset to monitor live production site
● Separate data from different business units with different customers.
● Track website separately from the application.
API Tokens
Marketing Cloud Personalization uses API tokens to authenticate and authorize all API requests to Personalization’s REST API.

Personalization's REST API provides access to read and update data at several levels:

● Create and update users and accounts within Personalization

● Receive behavioral data from offline systems
● Receive historical transaction data
● Create and update catalog data, including products and content
Audit Log

The Audit Log includes events related to authentication, user management, API token
management, campaigns, templates, catalog configurations, and other activity for a dataset.

Audit events are grouped by event type

Administrators can use Marketing Cloud Personalization’s Audit Log to view access and
activity records in support of compliance and investigation efforts.
Personalization Permissions
Setup Permissions and Access

Activate User Account: Two step process. Create account in MC, assign permissions, assign dataset after login to Personalization
Default User Roles

Campaign Approver
Campaign Author
Editor
Editor with Export
Viewer
Role Permissions
Role permissions are categorized by functional area:

● channels
● audiences
● machine learning
● settings

Administrator Permissions
Administrator permissions are granted at the Marketing Cloud
level.
Demo

Security -> Manage Role Definitions

● Activate a User Account
● Add a User Role
● Edit a User Role
● Delete a User Role

Security -> Manage Users

● Edit User Account
● Delete User Account
Create an SFTP Account

Send and receive data from an automated platform safely and securely using
ETL Integration. After you create an SFTP account, add the credentials to your
FTP client.
Security -> Manage SFTP Configuration -> Create SFTP User
 ● Save the URL, username, and password for the account by clicking
Download CSV File. If you forget the username and password, you must
create another SFTP account.
● Copy your username, password, and SFTP login URL to your FTP client.
● Click Close. The SFTP login URL is listed in the SFTP Login URL field on the
Manage SFTP Users screen
NOTE You can select only one dataset per user. If you access SFTP from more than one dataset, create multiple users
View ETL Files on SFTP
Review processed ETL files after creating SFTP accounts and beginning data transfer. Personalization deletes files after 60 days.

Feeds -> SFTP Files

Q&A