Marketing Cloud segmentation

Segmentation helps marketers to be more efficient in terms of time, money and other resources. Customers are more likely to purchase your products or services when offered tailored campaigns. Segmenting your data can help in gaining a better understanding of your customer’s needs and expectations.

Our Segment Designer offers marketers within Salesforce Marketing Cloud the possibility to visually design segments. No code or SQL knowledge necessary. All data available within the Data Designer and all relevant Data Views can be used to create segments as Activation Studio uses the Marketing Cloud data model. After creating a segment a marketers can directly start designing their customer journey within Journey Builder.

Salesforce Marketing Cloud (SFMC) is Salesforce’s platform (or “Cloud”) in the area of marketing automation and customer engagement. It is a SaaS platform with different levels of functionality based on the license and multiple additional add on components that further increase functionality.

How does Marketing Cloud know how to link all the data together? That’s something you can manage with Data Designer. Data Designer is a powerful tool within Marketing Cloud that links data together by using relationships between the data sets.

The data designer already has the Salesforce Marketing Cloud Connector data available. You can add any object and field to the mapping and it will be made available within an Attribute group within the Data Designer.

With Interaction Studio, you no longer have to rely on batch data when you interact with customers — you have all the data you need at the click of a button. Your brand can customize interactions to an individual customer’s behavior and guide them along the most appropriate path to your product or service, eliminating many common customer pain points.

We have launched Activation Studio and works with the different capabilities the Marketing Cloud API offers. We use both the REST and the SOAP API to utilize the capabilities the Activation Studio has to offer. For example pulling in the Data View metrics and automatically creating a journey connected to your segment in Segment Designer.

Since the Activation Studio segments your Salesforce Marketing Cloud data, we can both visualize the segment engagement metrics as the Journey engagement metrics. And therefore generating valuable customer data insights.