Tectonic will help you utilize Marketing Cloud Personalization (formerly known as Interaction Studio) to visualize, monitor, and oversee customer experiences in real-time. Utilize personalized interactions to foster valuable engagement at precisely the right moment and in the preferred contact method of your audience. The integration of Personalization amplifies the capabilities of Marketing Cloud Engagement, offering expanded real-time personalization. So, what exactly is Marketing Cloud Personalization?

Marketing Cloud Personalization delivers scalable, real-time personalization services within the Marketing Cloud framework. Leveraging real-time, cross-channel personalization and Artificial Intelligence, Personalization complements Marketing Cloud’s robust customer data, audience segmentation, and engagement platform. Elevate loyalty, engagement, and conversions by tailoring interactions with both customers and prospects. Provide more relevant experiences throughout the entire customer journey.

Personalization facilitates a comprehensive understanding of each unique visitor by constructing a centralized individual profile from diverse data sources. This visual representation includes preferences and affinities, empowering you to decide how and when to interact with them on their chosen channels. Profiles can be extended to the account level, revealing relationships among visitor behaviors associated with the same account.

In Personalization, channels represent the various digital touchpoints used for interaction and engagement with customers and leads. Campaigns, at the core of personalized experiences within these channels, depend on your Marketing Cloud Personalization license. Develop campaigns for web, email, mobile, and third-party integrations, enhancing the personalization of the web channel and delivering experiences aligned with user behavior, affinities, preferences, and location.

Server-side campaigns integrate testing and personalization at the server-to-server level. While Marketing Cloud Personalization manages campaign logic, developers are required to write the code, calling appropriate APIs and providing information about website visitors.

Triggers, specific events like visitor behavior or environmental changes, prompt Marketing Cloud Personalization actions such as sending emails. Create triggered campaigns to target different user segments, offer diverse experiences, conduct A/B testing, or define campaign schedules.

Open Time Email campaigns deliver personalized content and product recommendations each time a recipient opens an email. Utilize existing email campaigns sent via your mail marketing service, providing real-time personalized content to each subscriber.

With Personalization mobile campaigns, build and deploy personalized experiences for Android and iOS mobile apps using native app code. Implementation requires completion of the Personalization Mobile SDK.

Segments, real-time groupings based on defined criteria, add an additional layer of personalization to campaigns. Gain deeper insights into customers by including groups defined in your CRM, DMP, or marketing automation platform.

Marketing Cloud Personalization utilizes advanced machine learning algorithms to capture a profound understanding of your business and users. Einstein Recipes and Einstein Decisions leverage these algorithms to present personalized recommendations and offer the most relevant experiences in real time.

Enhancing Salesforce Flows

As customers browse your website, their interactions can be captured to dynamically change product suggestions, offers, and other content in real-time. Interaction Studio not only serves as a powerful promotional platform but also provides valuable insights into customer behavior.

Data captured can be used for follow-up with relevant emails, SMS messages, or push notifications. Integration with Salesforce products allows seamless placement of contacts into customer journeys or surfaces information in Sales Cloud for sales reps to understand customer interests.

Success with Interaction Studio involves defining goals, measuring KPIs, mapping customer journeys, creating relevant content, and adopting a crawl-walk-run approach. Implemented correctly, Interaction Studio improves customer experiences, increases conversions, and fosters customer loyalty. Tectonic’s team of marketing and technology professionals will get you poised for success with Salesforce Personalization.