Finally, Journey Builder enables you to probe two types of data while working on your campaign: journey data and contact data. Journey data is captured upon entry into the journey and remains static, whereas contact data shifts along with customer throughout the journey. For example, you could make decisions based on the customer’s affinity for products before entering the journey (Journey Data), or as they change throughout the journey (Contact Data). Depending on whether you want to evaluate past or present / changing customer data, you can focus on one and then the other, at the most opportune moment.
Returning to the financial services industry, you might want to send promotions for different credit card types. You have a Data Extension that is updated whenever a client opens a new credit card and use that as the entry source to your journey. Let’s say, the most recently opened card is saved under the LastOpened attribute. At the beginning of the journey, you want to send a promotion for your newest card which offers frequent flier miles to clients who have previously opened a similar card at any time. This is where you use journey data to filter (they may have opened another credit card since entering the journey). Later on, you can also use contact data to segment off those who end up opening a new card during the campaign, to follow up with them.
Why not build more strategic campaigns, more efficiently? Salesforce Journey Builder offers first-class features for enhanced customer journeys that can wield your intended results. From refined filtering logic and data-backed customer analysis to detailed engagement scores for more aligned messaging and increased campaign focus, Journey Builder has what you need for rapid optimization across your organization.