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.
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
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 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 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, 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.
Salesforce Marketing Cloud Automation Studio
Salesforce Marketing Cloud’s Automation Studio is a powerful marketing automation tool that helps businesses streamline their marketing processes, save time, and deliver more personalized and targeted messages to their customers. It offers a range of features that enable marketers to create, manage, and track multi-channel campaigns, automate tasks, and optimize customer engagement.
Some key features and functionalities of Automation Studio include:
Drag-and-drop interface: Automation Studio provides an intuitive, user-friendly interface that allows marketers to build and manage their automation processes with ease.
Activities: Activities are the building blocks of automation processes in Automation Studio. They are individual tasks, such as sending emails, importing data, updating data extensions, and more, that can be combined to create a full automation process.
Triggers and Scheduling: Automation Studio enables marketers to schedule automation processes at specific times or trigger them based on certain events, such as a customer’s action or a change in data.
Data Management: Automation Studio allows users to import, update, and manage customer data from various sources, such as CRM systems or third-party applications, using data extensions.
Segmentation and Personalization: Marketers can use Automation Studio to segment their customer base and deliver more targeted and personalized content based on customer attributes, preferences, and behaviors.
Email Studio integration: Automation Studio is fully integrated with Salesforce Marketing Cloud’s Email Studio, allowing users to create and manage email campaigns as part of their automation processes.
Journey Builder integration: Automation Studio can also be integrated with Salesforce Marketing Cloud’s Journey Builder, enabling marketers to create and manage customer journeys with a combination of automated and manual touchpoints.
Reporting and Analytics: Automation Studio provides reporting and analytics tools to help users measure the effectiveness of their marketing automation efforts and optimize their campaigns for better results.
By leveraging the power of Automation Studio, businesses can improve their marketing efficiency, deliver more personalized experiences to their customers, and ultimately drive better results.
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.