Journey tracking

Journey tracking with Activation Studio

Journey tracking is a crucial element of Activation Studio’s functionality. The added value of it is the possibility to collect customer data.

Journey tracking

After creating a segment in Segment Designer you get the option to directly create a journey. Activation Studio creates a link between the newly created segment and the journey in Salesforce Marketing Cloud Journey Builder. Because of this connection we can collect all metrics of email sends within the new journey after launch. Even older versions.

Results measured in Journey Builder can later be used for new segmentations and/or scoring rules via Score Designer. This gives the user the opportunity to calculate scores and add scoring tags which also can be used within your segments.

What is journey tracking?

Journey tracking is simply a way to measure the success of a specific journey. Out of the box Journey Builder offers the option to define a goal for your journey based on the contact model. Activation Studio pulls in this data and shows the goal completion rate for the specific journey you created via Segment Designer

What is Journey tracking?

Salesforce journey builder

Salesforce Journey Builder is where marketers can create their campaigns. Journey Builder consists out of:

Entry sources: where is the data coming from. For example using a data extension, API event or Salesforce data to trigger the journey for a specific subscriber.
Activities: activities are for example an email send, a WhatsApp message send or SMS send. It’s also possible to create you own custom activities if you for example want to send data to another system. 
Flow control: this is how you orchestrate your journey. Do you want to wait for a specific time to continue the journey or do you want to split the journey based on the subscriber attributes. For example if you want to have separate routes for female or male subscribers.
Customer Updates: this gives the opportunity to update a data extension with a specific value. Very powerful to have a log data extension to monitor.
Sales & Service Cloud Activities: If Sales and/or Service Cloud is connected to the Marketing Cloud, these activities will be available. These activities make it possible to update data in Salesforce, notify users or create a new opportunity.

Salesforce marketing automation

Salesforce Marketing Cloud offers a powerful marketing automation technology. The different Studios and Designers offer marketers the tools to become very efficient and create extensive customer  journeys via Journey Builder.

Activation Studio is built on top of Marketing Cloud data model and offers many quality of life improvements. Because we built on top of the Data Designer we can easily pull in all Attribute Groups including all objects, fields and data relationships.

E-mail tracking

E-mail tracking can be accomplished via Email Studio in Salesforce. Outbound links can be decorated with tracking parameters and can also be wrapped in a redirect link to measure clicks. It’s also possible to add your Google Analytics UTM parameters for measuring email engagement within Google Analytics.

Activation Studio offers deeper tracking via Interaction Designer. For example if you want to also measure the video views or shopping cart actions originating from a subscriber.

Website tracking

Website tracking is partially handled via Einstein Collect tracking code. Is offers the functionality to collect behavioral data based on pageviews and e-commerce specific actions. For example products that added to the shopping card, the checkout process and checkout completion. This tracking mechanism is mainly to feed the AI to accomplish product and content recommendations. Marketing Cloud doesn’t give a marketer access to the raw data. This means  a marketer can only work with this data on an aggregated level. 

Activation Studio offers event based tracking via Interaction Designer. For example if you want to also measure the certain button clicks, filter actions, video views or form submits. All events and interaction are made available within Marketing Cloud for further use. For example if you want to create segments based on specific behavioral events or use these interaction for lead scoring.

Salesforce CDP

Salesforce CDP, a customer data platform,  is a technology that can help unify your data and can help keep you centered with a single source of truth — providing more intelligent, actionable and trusted data. 

Activation Studio offers a lightweight CDP that plugs into you Marketing Cloud Business Unit. Offering a stepping stone for organizations not ready to invest into the robust solution that Salesforce offers. Utilize all data available within the Marketing Cloud including synchronized data extension and system Data Views. Combine CRM data with web behavior and our Score Designer.

Segment designer

Creating segments in Marketing Cloud can be time consuming and demands SQL knowledge. The Segment Designer within Activation Studio offers an alternative to SQL queries and activities. As a marketer you want to focus on creating engaging campaigns. Directly create a Journey Builder campaign from this interface. After running the Journey the Journey metrics are calculated and shown versus the benchmark metrics.

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