As Salesforce Marketing Cloud released its latest updates in April 2021, we wanted to call out some new functionalities that customers should be excited to take advantage of.
As a SFMC user or someone interested in learning more about the tool, you are probably asking yourself “What are the major changes and how will it affect my business?”. Munvo’s SF specialists have outlined the 5 main features from the release and the impact on users.
5 Major Updates from the Salesforce Marketing Cloud Release:
1/ Datorama’s Multi-Touch Attribution App
Access to third party data is deprecating, but consumers still expect personalized moments in marketing. Those communications are dependent on first party data, where impact measurement has always been a challenge. This new release addresses just that! For users that are currently leveraging Datorama, Salesforce is releasing the new Multi-Touch Attribution App to help you maximize your efficiency by analyzing touchpoint effectiveness. This new feature is built on top of Datorama’s Data Lakes and will give you increased control over your attribution analysis while decreasing complexity. It can ingest and analyze your 1st party user-level data, regardless of size. You have the option of comparing attribution models or creating your own, thereby optimizing touchpoint effectiveness that best fits your business and customers. The app generates comprehensible reports to give you a transparent view on cross-channel optimization.
To put this new app into context, lets visit an example where a business unit wants to maximize the return from their marketing dollars for a credit card campaign. In doing so, they want to see the average time and number of events to conversion. Using the app, this is easy to do by selecting the necessary touchpoints, breakdowns, and related conversion events. With the Multi-Touch Attribution App, business units can use this data to judge the effectiveness of this campaign relative to others and adjust as needed.
2/ Marketing Cloud Package Manager
The Deployment Manager on the App Exchange has been upgraded to the Marketing Cloud Package Manager to include more advanced features. The new built-in application will allow you to share fully configured journeys, automations, and content with different business units and Enterprise accounts. This will help users efficiently scale and share best practice solutions across the company and accelerate onboarding, for quick time to value. Note that both applications are now available.
Continuing with our example from above, the credit card team has been revising and optimizing the latest credit card customer journeys for months and has seen great success thus far. The personal banking team now wants to run a similar campaign with the use of successful strategies to start them off. With the new Marketing Cloud Package Manager, you can share with the personal banking team a fully configured copy of the first credit card customer journey. In doing so, they will be able to see your processes and modify as needed.
3/ Interaction Studio Surveys
For Interaction Studio Premium users that were accustomed to using the survey feature in Evergage, it has finally been ported over to Interaction Studio as Interaction Studio Surveys. This enhanced functionality allows users to design, test, and deploy questions to capture visitor feedback while they are on your site. In turn, this data can be used to create user segments and customize experiences in real time while simultaneously providing your campaign team with insights on which products to market, and how to better target specific user segments.
Let’s continue with the same example for financial institutions. In this scenario, a potential customer visits a bank’s website where they have the option to chose from many different products. As the financial institution, the objective is to offer personalized recommendations that suit the customer’s needs. With Interaction Studio Surveys, the customer can receive a popup prompting them about their interests in specific products or preferred method of contact. Assuming the customer selected mortgages and emails, respectively, they would then be directed to the related pages and products and receive additional information via email as a follow-up to their website visit.
4/ Customer 360 Audiences (C360A) and Tableau Integration
Salesforce has improved the integration between C360A and Tableau with a native connector that provides users with improved data accessibility, and increased options for data utilization. This improved integration allows users to select how hands on they want to get with their data analysis. They now have the option to pull large datasets, with high throughput into Tableau enabling the more complex manual querying that is required to discover new insights. This new integration also provides a more automated option where Tableau can use calculated insights from C360 to bucket customers into different behavioral groups. Regardless of which methodology the user prefers, this enhanced integration allows the user to determine where they want their data visualization to reside with options to publish dashboards in both Tableau and C360A.
In situations where a financial institution wants to review how different types of customers engage with their website – the Tableau connector can easily bucket customers via calculated insights and transfer this group to Tableau, where trends can be tracked over time.
5/ Journey Builder Visibility
Finally, with the latest update, you now have more visibility into your customer journeys. Traditionally, Journey Builder provided limited visibility on the performance of customer journeys. Complicated SQL queries were required to fetch data and get insights. This new feature allows users to view the list of contacts processed at non-wait activities and the status for each, in the last 30 days. This, in turn, will help identify trends, understand the success and error rates of each activity, and troubleshoot errors more quickly.
In our existing FS example, a new customer journey was created and hasn’t been performing well. With the improved JB visibility we can easily see that, 27% of customer have been receiving errors during the email send activities and the error message indicate the email address cannot be found. Using the new feature, you can deduce that there must be an issue with the Data Extension and address this accordingly.
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