Know Your Customer and Boost Conversions with Salesforce Data Cloud and Marketing Cloud Personalization

Know Your Customer and Boost Conversions with Salesforce Data Cloud and Marketing Cloud Personalization

In today's data-driven world, understanding your customers and delivering personalized experiences is paramount for businesses seeking to thrive in a competitive landscape. Salesforce Data Cloud and Marketing Cloud Personalization offer a powerful combination of tools and capabilities to help companies achieve just that.

We will explore the connection between Data Cloud and the transformation of Anonymous users into Known users in Personalization. We will also discuss how to leverage Data Cloud to orchestrate data points for creating highly targeted and personalized campaigns.

Data Cloud serves as a central hub for integrating data from various sources, while its identity resolution mechanism resolves the identities of Known and Anonymous users. By capturing user interactions and harmonizing data, businesses can create microsegments and push them back to Personalization for targeted campaigns. This integration enables businesses to deliver relevant campaigns based on a comprehensive understanding of each user, increasing the likelihood of conversion and driving business growth.

We will focus on the process of conversion and how to improve it, which is the key objective. The primary use case we will explore is engaging with visitors that businesses want to sell to, specifically through prospect selection. We will discuss how businesses can leverage the data already present in their ecosystem, specifically in Data Cloud, to target these prospects and turn them into customers.

We will capture Anonymous and Known user interaction from the website with the out-of-the-box connector for Personalization in Data Cloud.

Data Cloud does the following on ingestion, modeling and processing of the data stream:

  • Harmonizes the web interactions data from Personalization with data from existing systems (CRM, Email engagement, 3rd party data, data from existing DW, etc.).
  • Creates/refreshes microsegments (we can get very specific here on creating segments).
  • Pushes the segments back to Personalization via the same Personalization connector.

Identity Resolution in Data Cloud

  1. For Known users, there is no need for purposeful Identity Resolution in Data Cloud. This is because the Canonical data model automatically handles the resolution of identities for known users. This ensures that the data is consistent and accurate across systems, without requiring any additional steps.
  2. However, for Anonymous users, Identity Resolution needs to be addressed in order to connect their interactions with their eventual known identities. There are two approaches to achieve this:
  3. a. If you have the Personalization DW SKU, you can use a simple SQL query to retrieve the necessary data. By executing the query "select * from engage.user_alias," you can obtain the Anonymous ID and User ID of the user. This data can then be used as a data source in Data Cloud, where it will be harmonized with other relevant data.
    b. If you do not have the Personalization DW SKU, you can still leverage the Personalization User Lookup API. This API provides the same data as the SQL table mentioned above, allowing you to retrieve the Anonymous ID and User ID for anonymous users. Although it requires a bit more effort, it is a worthwhile alternative for resolving identities in the absence of the Personalization DW SKU.

By addressing Identity Resolution for both Known and Anonymous users, businesses can ensure a comprehensive understanding of their customers and deliver personalized experiences that drive engagement and conversions.

Net result - Personalization powered with segments from Data Cloud, enables businesses to deliver targeted campaigns to the users they are genuinely interested in acquiring as customers!

Know Your Customer and Boost Conversions with Salesforce Data Cloud and Marketing Cloud Personalization

Additional considerations:

  • How about activating campaigns through the Email channel? Absolutely! This use case can be applied in a similar manner for Personalized Emails powered by Data Cloud.
  • It's important to consider data latency when implementing this solution. The speed at which activated segments become available is a factor to be taken into account, and this will be addressed in Discovery sessions.

In summary, by combining Data Cloud with Marketing Cloud Personalization, we can make a significant impact in:

  1. Understanding and selecting prospects and users.
  2. Delivering optimized campaigns to users, leveraging the power of Data Cloud for data-driven personalization.
  3. Measuring campaign effectiveness through conversions, such as form fills.

It would be beneficial to start by focusing on a single use case in Data Cloud. If you have a Free Data Cloud SKU, we can provide recommendations on how to upgrade it to implement this use case and demonstrate how this solution can enhance your various channels, including web, SMS, and ads, among others.

Rahul Jolly

Author: Rahul Jolly

Rahul leads the Salesforce Marketing Cloud practice at OSF, with a successful track record of founding and leading Aarin Inc for 7 years. He has been in the Salesforce ecosystem for over 10 years and is an experienced consultant on the full stack of Salesforce Marketing Cloud products (Data Cloud, Engagement, Intelligence, Personalization and Loyalty), delivering value through partnership building and problem-solving. As of March 2023, he is a member of the Salesforce Marketing Cloud Partner Advisory Board, helping shape the future of Marketing Cloud products to best meet customer demands.