marketing cloud new feature overview
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Marketing Cloud New Feature OverviewJune 2021
Marketing Cloud Italy Team
[IL WEBINAR INIZIERA’ A BREVE]
This presentation contains forward-looking statements about the Company’s financial and operating results, which may include expected GAAP and non-GAAP financial and other operating and non-operating results, including revenue, net income, earnings per share, operating cash flow growth, operating margin improvement, expected revenue growth, expected current remaining performance obligation growth, expected tax rates, stock-based compensation expenses, amortization of purchased intangibles, shares outstanding, market growth, environmental, social and governance goals, expected capital allocation, including mergers and acquisitions (such as the proposed acquisition of Slack Technologies, Inc.), capital expenditures and other investments, expectations regarding closing contemplated acquisitions and contributions from acquired companies. The achievement or success of the matters covered by such forward-looking statements involves risks, uncertainties and assumptions. If any such risks or uncertainties materialize or if any of the assumptions prove incorrect, the Company’s results could differ materially from the results expressed or implied by the forward-looking statements it makes. The risks and uncertainties referred to above include those factors discussed in Salesforce’s reports filed from time to time with the Securities and Exchange Commission, including, but not limited to: risks associated with our ability to consummate the proposed Slack Technologies, Inc. transaction on a timely basis or at all; our ability to successfully integrate Slack Technologies, Inc.’s operations; our ability to realize the anticipated benefits of the proposed transaction; the impact of Slack Technologies, Inc.’s business model on our ability to forecast revenue results; disruption from the transaction making it more difficult to maintain business and operational relationships; the impact of, and actions we may take in response to, the COVID-19 pandemic, related public health measures and resulting economic downturn and market volatility; our ability to maintain service performance and security levels meeting the expectations of our customers, and the resources and costs required to avoid unanticipated downtime and prevent, detect and remediate performance degradation and security breaches; our ability to secure and costs related to data center capacity and other infrastructure provided by third parties; our reliance on third-party hardware, software and platform providers; the effect of evolving domestic and foreign government regulations, including those related to the provision of services on the Internet, those related to accessing the Internet, and those addressing data privacy; current and potential litigation involving us or our industry, including litigation involving acquired entities such as Tableau; regulatory developments and regulatory investigations involving us or affecting our industry; our ability to successfully introduce new services and product features, including any efforts to expand our services beyond the CRM market; the success of our strategy of acquiring or making investments in complementary businesses and strategic partnerships; our ability to compete in the market in which we participate; the success of our business strategy and our plan to build our business; our ability to execute our business plans; our ability to continue to grow unearned revenue and remaining performance obligation; the pace of change and innovation in enterprise cloud computing services; the seasonal nature of our sales cycles; our ability to limit customer attrition and costs related to those efforts; the success of our international expansion strategy; the demands on our personnel and infrastructure resulting from significant growth in our customer base and operations; our dependency on the development and maintenance of the infrastructure of the Internet; our real estate and office facilities strategy and related costs and uncertainties; fluctuations in, and our ability to predict, our operating results and cash flows; the variability in our results arising from the accounting for term license revenue products; the performance and fair value of our investments in complementary businesses through our strategic investment portfolio; our ability to protect our intellectual property rights; our ability to develop our brands; the valuation of our deferred tax assets and the release of related valuation allowances; uncertainties regarding our tax obligations in connection with potential jurisdictional transfers of intellectual property; uncertainties regarding the effect of general economic conditions; and risks related to our debt and lease obligations.
Forward-Looking Statements
031621
June 2021 Release NotesCheck out the Latest Release Notes
Check them out here:sfdc.co/MCreleasenotes
First, some logistics
How do you ask a question?Post a question on the Italia User Group
Will this be recorded?Don’t worry, yes!
Where can you get the presentation?Subscribe to the Trailblazer Community Italia User Group, you’ll find the recording and the slides!Link
Your Speakers Today
Senior Technical Consultant
Vincenzo PariniSenior Success Manager
Martina Pennarola
Senior Engagement Manager
Valerio GiannunzioSolution Architect
Claudio Esposito
MC Services Manager
Fabio Moroni
Senior Solution Consultant
Fausto Montrasio
What We’ll Be Covering Today
Email Studio & Mobile
CloudPages
Salesforce CDP
Einstein
Google Analytics
Interaction Studio
Social Studio
Marketing Cloud Connect
Advertising Studio
Distributed Marketing
Datorama Reports for MC
Datorama
Email StudioClassic Landing Pages and Microsites End of Life
Classic Tools are Retiring• Customers should begin using CloudPages for
Landing Pages and Microsites• We will be retiring the Classic Tools in Email
Studio for Landing Pages and Microsites• Nothing changing right now
More information coming soon!
EmailOptional Features: Compliance Check Settings
Controls for regulatory compliance• Override validators that prompt marketers to
include important, and often regulatory, aspects of an email.
Managed through Setup• Save time; no more help cases and delays.
Configured at each business unit• Setup different policies based on the needs of
each of your business units.
What are the new features? Customers can create a data extension without a phone number and the system will check the phone number from contact details.
Historical background Previously mobile number was a requirement while sending WhatsApp messages in journey builder, now customers can only add a contact key in the DE and the system will look up the number from contact details
How it’s purchased It is available with WhatsApp product. WhatsApp is purchased with WhatsApp Chat Messaging Access SKU and WhatsApp Chat Messages SKU
Mobile - Chat MessagingContact Key Sending for WhatsApp
Update Existing Records when targeting a Data Extension with primary key(s)• If the submitted form data contains primary
key(s) that match an existing record, the other fields will be updated with the new data
• If the primary key(s) passed in the submission do not match, a new row will be added to the DE
CloudPagesUpsert Support in Smart Capture Block
CloudPagesNew CloudPages Experience
The tools you love, in a whole new view• Available now if you already have CloudPages
• All of your content created in the classic editor of legacy CloudPages is still available.
CloudPagesCloudPage URLs Support Tenant-Specific Endpoints
Enhanced Security• Each tenant has a unique identifier; no stack
level ID is exposed.
Improved Performance/Reliability• TSEs offer a direct route to customer’s
Marketing Cloud instance, rather than routing through a specific stack and then determining customer location.
New to Salesforce CDP
Segmentation Improvements
Enhanced Calculated Insights Data Mapping Data Modeling
Platform Enhancements
JDBC DriverActivation Improvements
Commerce Cloud Connector (PILOT)
Interaction Studio Integration
Salesforce CDPInteraction Studio Integration
Target consumers using behavioral data• Ingest behavioral events and user data from
Interaction Studio to enrich the unified profile and drive high levels of personalization
Enrich real time decisioning• Activate segments with unified profile attributes
and calculated insights to Interaction Studio to support better decisioning for in-the-moment personalization
Salesforce CDPCommerce Cloud Connector (PILOT)
Enrich profiles with commerce data• Seamlessly capture and connect all your commerce
data with pre-built order data bundle, removing silos and connecting as one brand
Personalize using commerce purchase data• Build targeted audiences and deliver personalized
experiences based on purchase history
Salesforce CDPEnhanced Calculated Insights
Powerful new advanced analytical functions• Support for advanced functions such as Ranking,
Bucketing, Lead, Lag, Exponential, StdDev, Approx Count and Date/Time related functions
Sophisticated & complex business logic support• Define complex metrics and higher level scores using
nested logic
Improved Calculated Insights management• Clone, Edit friendly names, Disable, Function library in
authoring experiences, View Calculated Insights results in Data Explorer, Packaging & Enhanced APIs
Salesforce CDPMapping Enhancements
Advanced dependency management• Show explicit list of downstream dependencies that
user must address before deleting a data model object or attribute
Centralized data stream and modeling controls• Delete data model objects directly from the
mapping canvas and browse data stream mappings in rapid succession
Salesforce CDPData Modeling Enhancements
Create Standalone Data Models Objects• Create new data model objects choosing “From
Existing”, “From File”, “New”• “From File” allows bulk creation of DMO and all its
fields from a CSV file
Data Model Graph• See the new graphical view of the data model which
provides a useful framework for creating and curating the logical data model.
Salesforce CDPSegmentation Improvements
Suggested values for filter definitions• Type ahead functionality to surface ingested values
for attributes
Copy segment• Easily copy a segment (definition and filters) to
quickly create segments with the best starting point
Additional new operators• Has No Value, Is Yesterday, Is Tomorrow, Is Today,
Is This Month, Is Next Month, Is Last Month
Salesforce CDPActivation Improvements
Einstein drives contact point selection• Einstein Engagement Scores drive which contact
points are activated to M&J.
Select contact points by source priority• Select contact points by source and control which
contact points are activated by source priority
Activate Calculated Insights measures• Activate highly granular calculated Insights for
maximum precision in activation channels
Salesforce CDPPlatform Enhancements
Extending Standard Data Models with Packaging• Package your customizations on CDP’s
Standard Data Model for migration or publish to Appexchange
Flow integration with Control Events• Build Salesforce Flows on stream, segment,
calculated insight and activation changes such as statuses or counts
Salesforce CDPJDBC Driver
Go beyond Tableau• Connect to your BI tool of choice
Data Scientist friendly• Enable your Data Scientists to consume data
from CDP to build/train AI/ML models
Extend reach to huge tooling ecosystem• If it supports JDBC connection, it can connect
to CDP
https://github.com/forcedotcom/Salesforce-CDP-jdbc/releases
Selects the best content from a pool of approved content for every section of the message
Manage which assets are eligible for selection, over what period of time, and who they target
Real-time analytics and always-on optimization as subscribers engage with your email
Automated, intelligent, real-time message personalization at scaleEinstein Content Selection
EcoregionNatural landscapeWoodMountainBedrockSkyTravelBiomeLandscapeFont
ECT Tag Analytics in ECSMore content insight
ECS assets are automatically tagged using Einstein Content Tagging.
Tags can then be used in Performance Analytics.
Sample Applications
What are the top performing feature tags?
What features do my best content pieces have in common?
Should I order more content featuring “Trails”?
For Hiking content, do customers prefer woods or open sky?
EinsteinEngagement Frequency for MobilePush
Personalized App-level Frequency Recommendation• Generate contact-level MobilePush send
frequency recommendations, within each mobile app
Journey Builder Einstein Frequency Split• JB split activity to segment contacts based on
their desire to receive messages
Historical Performance by Frequency• Predict optimal MobilePush send frequencies
for contacts in addition to split activity analytics indicating current performance
EinsteinEinstein STO Data Extension Preview
Preview Einstein’s send times on the fly• Build a preview of Einstein’s timing
recommendations for any channel, time frame, and audience you need
Better inform other teams of email impact• Manage downstream impact to other
stakeholders like increased web traffic or call center volume
EinsteinCopy Insights Enhancements
Insights & Analytics based on language• Review a business unit’s 30 most performant or
used unique subject lines and subject line phrases based on identified language rather than associated email
Improved Emotional Tone and Language Factor Insights• Einstein now evaluates the subject lines your
subscribers see when determining the most prevalent and performant emotional tones and language factors
EinsteinPerformance Tester for Subject Lines
Get a sneak peek at a subject line’s predicted performance• Get a quick reading on predicted performance
versus your average• See the range of potential open rates based on
your historical performance + global data• Zero-in on the open rate Einstein thinks is most
likely
Context is key• Compare Einstein’s prediction to your past
performance including average open rate and open rate distribution
Google Analytics 4
● What is Google Analytics 4?
● What it means to the Marketing Cloud.
● How do you get the new features?
● Demo
What is Google Analytics 4?
Privacy First, Unified, Cross-Platform
Customer-Centric Measurement
Smarter, More Actionable Insights
What does it mean for the MC GA Integration?
Mobile App Analytics and Behavioral Data
● Rich behavioral data from mobile apps brought into MC for segmentation
App+Web Performance Data
● Understand the impact of mobile activities in Journeys, with mobile opens, taps and conversions integrated into the MC Journey Analytics dashboard
Further Deepening our Existing Integration
● Richer ID matching across apps, websites, email and other channel marketing
How do I get the MC GA4 Integration?
● Google Analytics 4
○ Mobile app configured to use Firebase and Google Analytics
○ Create and Enabled a web or app stream in a GA4 property.
● Marketing Cloud Integration
○ Available free to all accounts w/Journey Builder
○ MobilePush SDK with AnalyticsEventCampaignDetails event
Interaction StudioServer Side Templates & Campaigns
Templated Approach to Campaigns• Allows a templated approach to common use
cases (i.e. passing recommendations / segments / attributes)
Leverage Campaigns Across Channels• Easily build campaigns that can be leveraged
across single or multiple channels (call center, POS, kiosk, ATM, server side web, etc.)
Social StudioEnhanced Promoted Post Performance
Improved Ingestion Time• For the subset of promoted Facebook posts
which Social Studio can monitor, ingestion time has been reduced
Respond Faster to Customer Queries• Quickly react to customer queries on your
promoted posts
Marketing Cloud ConnectUpgrade from v43 to v51 API
Journey Builder Integrations as well as Synchronized Data Extensions now have access to Loyalty Management and Order Management objects for use as the source of events and activities.
Advertising Studio Snapchat IntegrationSnapchat Audience Match
Reach your target audience on SnapchatPush customer email lists for tailored advertising
Acquire, retarget or suppress audiencesFind new customers that look like your most loyal customers, connect with high engagers or exclude customers to reduce wasted ad spend
Secure configuration in Advertising StudioConnect and activate quickly and securely
Advertising StudioLead Capture Error Detail View
More visibility into lead activitySee lead-level error details and resolution recommendations
Faster path to error resolutionUse detailed error descriptions to quickly troubleshoot and resolve failed leads
Retry and clear failed leadsIncrease lead success with bulk actions in a consolidated dashboard
Distributed MarketingCollaborative Campaign Auto Send
Marketers can automate sending for DM Users• DM Users, Admins or Corporate Marketing teams
can schedule send in the future, without• All pending members are included in the Journey
at auto-send time.
Distributed MarketingUpload Local Images
Personalize Content with local images• DM users can upload local images from
desktop or other local storage sources
Catalog image for reuse• Image is stored in folder for user to access and
reuse
Marketing Cloud GeneralDatorama Reports for Marketing Cloud - Advanced
Customize data views• Design and edit dashboards to showcase data
according to unique business needs.
Expand messaging analytics use cases• Leverage data extensions and custom attributes
to enrich email, mobile, and journey analytics.
Unlock cross-channel marketing insights• Gain out-of-the-box analytics for email + web,
Advertising Studio, Sales Cloud, and more.
Datorama ReportsMobilePush Analytics
Analyze Push Performance Measure engagement, delivery, and journey performance of Push campaigns with pre-built, filterable dashboards.
Build Customized ReportsEasily create reports from custom pivot tables using email, journey, and now Push attributes and measures.
Show the Value of Push CampaignsSchedule and share campaign analytics across your organization, and export to any location.
Available shortly after June release
Fix & MaintainSave valuable time and insights from data governance discrepancies
Proactively monitor and enforce your data governance• One central location with topline KPIs to measure
your data governance performance
Collaboratively correct issues with the business owners from the entire team• Create reports for your team to correct directly from
Fix & Maintain
Maximize insights by minimizing data governance discrepancies• Keep ahead of errors before they affect reporting and
your business.
Datorama Datorama Audience Insights for Advertising Studio
Connect and harmonize Advertising Studio first-party audience data with performance across your activation channels.• Integrate the performance data of audiences
activated in Facebook Ads, Twitter Ads, and Google Ads (coming soon!) in minutes.
Explore how your audiences are being used across channels• Optimize your audience strategy with a single,
cross-channel view to analyze the effectiveness of your first-party audiences.
See which audience activations are having the most impact on your KPIs over-time.• Understand at a glance performance of your
first-party activations, by KPI.
Available in Datorama Reports
Advanced!
DatoramaCDP Connector & Application
Enhance your marketing impact with CDP data in DatoramaEnrich your marketing impact insights with automated ingestion of CDP Calculated Insights into Datorama via our new connector
Uncover customer insights automatically with out-of-the-box visualizations
Automatically uncover insights and optimizations driven by engagement, conversion and demographics data with Datorama’s CDP App
Available ResourcesJune 2021 Release
Latest Demos• https://sfdc.co/MCJun21Demos
FAQ: June 2021• https://sfdc.co/MCJun21FAQ
Release Notes• sfdc.co/MCreleasenotes
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