Attribution Archives - gettectonic.com - Page 3
MC Personalization Tips and Tricks
08Nov

MC Personalization Tips and Tricks

Salesforce Marketing Cloud Personalization, formerly Interaction Studio, offers incredible power for personalization. MC Personalization Tips and Tricks below will help you level up your game. Einstein Recipes: Enhancements and Challenges Multiple Dimensional Variations for Products in Einstein Recipes Einstein Recipes offer powerful and flexible tools for creating recommendations. However, the fourth step, Variations, falls short compared to other options. Currently, you can configure only a single Dimensional Variation. While multiple Item Types are available, once you select one, you cannot limit recommended products to specific numbers per category or brand. This limitation hinders control over product recommendations, especially for e-commerce sites with diverse catalogs. Unlike Dimensional Variations, multiple Boosters or Exclusions of the same type can be configured differently, which would be a valuable feature to add for Variations. Department Variation for Products in Einstein Recipes Einstein Recipes allow Dimensional Variations at the Category level, but only for primary categories. There is no option for Department (master category) level, which is limiting for e-commerce sites with broad category trees, such as: Recommendations with Category Variation set can still be dominated by similar products due to similar primary categories. Two solutions could address this: Price Reduction Ingredient in Einstein Recipes Triggered Campaigns in Journey Builder can target various events, including Catalog Triggers. Some triggers, like Product Expiring Soon, are available for Web with Einstein Recipes Ingredients. However, there is no Ingredient for the common e-commerce use case of Price Reduction. Marketing Cloud Personalization (Interaction Studio) has the required price and listPrice attributes for Triggered Campaigns. A workaround involves calculating price reductions externally and passing this information to a Related Catalog Object. More efficient solutions would be: Rating Count in Recipe’s Rating Exclusion Marketing Cloud Personalization offers Exclusions/Inclusions on Recipes to fine-tune recommendations. One option is to exclude/include items based on their rating, with an optional zero rating capture. It would be beneficial to include an option to filter based on rating count, allowing for: Currently, such filters can only be applied on the server side in the Template, which can limit recommendations. Having this feature at the recipe level would be more powerful. Abandoned Cart Retention Setting Marketing Cloud Personalization captures cart information for Einstein Recipes recommendations. However, cart content remains indefinitely unless managed proactively. A workaround involves a Web Campaign that checks cart age and pushes a clear cart action if necessary. A better solution would be a configurable option in MCP settings to automatically remove old cart data. Catalog Enhancements Full MCP Category Hierarchy Support for ETL Marketing Cloud Personalization can create a hierarchical tree of categories with automatic summing of views and revenue. However, this is currently possible only under specific conditions, such as having one Category per product and using a Sitemap format. This limitation is problematic, as ETL is often a better way to manage it. The Category ETL already provides detailed information using department and parentCategoryId attributes, but this data does not replicate the drill-down hierarchy in the Catalog UI or pass data from the bottom Category up. Ensuring feature parity between Sitemap and ETL would be beneficial. Segmentation Enhancements MCP Action Name Management Marketing Cloud Personalization captures actions from multiple sources but does not allow managing created actions. An option to view and remove unnecessary actions would improve user experience by reducing the number of options in the segmentation/targeting picklists. An even better solution would be to merge existing actions, preserving behavioral data after refactoring action names. MCP Hourly-Based Segmentation Rules Currently, segmentation rules in Marketing Cloud Personalization are based on days, limiting on-site campaign targeting. For example, to display an infobar for abandoned cart users, the current segmentation can only show users who have not performed a Cart Action today. Hourly-based segmentation rules would allow more precise targeting, showing users who have not performed a Cart Action in the last hour. Adding a picklist to choose between day or hour-based rules would enhance segmentation capabilities. Full MCP Catalog Export Marketing Cloud Personalization supports manual catalog export but only with limited data. The current export file lacks complete catalog data (e.g., promotable and archived attributes), making it unsuitable for ETL sources. An option to export the full catalog data, matching the ETL schema and including hidden items, would greatly benefit debugging and batch-modifying items for subsequent ETL import. Full MCP Catalog Metadata Visibility Marketing Cloud Personalization supports viewing custom attribute metadata in the Catalog but is limited to ETL updates. Extending this to built-in attributes and including origin and lastUpdated values for all sources (Sitemap, Mobile App, Manual update, API) would simplify debugging Catalog metadata issues, reducing admin/developer work and support tickets. ETL Enhancements External Email Campaign ETL Experience Name & ID External Email Campaign ETL allows passing behavioral data but is limited to Campaign ID and Campaign Name. To fully leverage this data in segmentation, it should also support Email ID and Email Name. Adding Experience ID and Experience Name fields to the ETL would enable targeted personalization, allowing segmentation on entire campaigns or specific emails within campaigns. External Email Campaign ETL Send Segmentation External Email Campaign ETL passes Send, Click, and Open data but does not support segmentation based on Send events. Enabling segmentation rules for Send events would unlock use cases like targeting Web or Push campaigns to users who received an email campaign but did not open it, fully leveraging cross-channel and real-time personalization. External Email Campaign ETL Unsubscription Event Type External Email Campaign ETL passes Send, Click, and Open data but cannot pass unsubscriptions. Including the Unsubscribe event would enable targeted campaigns like surveys about unsubscription reasons, win-back campaigns, or replacing email subscription prompts with other channel recommendations. By addressing these enhancements and challenges, Salesforce Marketing Cloud Personalization (Interaction Studio) can further improve its capabilities and provide more precise, effective, and user-friendly tools for personalized marketing. Reporting Enhancements: Direct Attribution at the MCP Campaign Level Current Reporting in Marketing Cloud Personalization (MCP) Marketing Cloud Personalization (Interaction Studio) offers various reports based on Activity, Results, and Visits. However, it

Read More
November 8, 2023in Salesforce Development Services, Salesforce Financial Services Solutions, Salesforce for Nonprofits, Salesforce Health and Life Sciences Solutions, Salesforce Hospitality Travel and Transportation, Salesforce Implementation Services, Salesforce Marketing Cloud, Salesforce Personalization
salesforce marketing cloud interaction studio
03Aug

Marketing Cloud and Einstein

AI has emerged as an effective solution to tackle the challenges arising from the sheer volume and rapidity of data in the marketing landscape. This article delves into some cutting-edge functionalities presented by Einstein within the Salesforce Marketing Cloud, showcasing how these features empower marketers to enhance performance and streamline their workflows. Einstein for Marketing Cloud uses Salesforce’s AI to help you best evaluate and implement your marketing activities. Use valuable insights on audiences, send time, engagement frequency, and your content to best target your customers. Deliver information to your customers when they need it and how they need it. Einstein in Marketing Cloud offers a range of opportunities for you to analyze, automate, and optimize your content. Use the apps throughout Marketing Cloud platforms to gain insight and better target your audiences. Salesforce Einstein for Marketing Cloud In the dynamic realm of marketing and sales, the pursuit of refining strategies is perpetual. Einstein Social Insights Within the Marketing Cloud’s Social Studio feature, marketers can publish content, engage in conversations, and analyze social data. Einstein augments this platform, introducing AI-powered capabilities: These advanced features empower marketers to optimize social strategy, fostering brand loyalty. For instance: Einstein Vision for Social With over 3 billion images uploaded to social platforms daily, Einstein Vision for Social equips marketers to analyze and derive insights from images. Marketers can train Social Studio to recognize images related to their brand, including products, logos, scenes, and food. This enriched data allows for a deeper understanding of brand followers, facilitating engagement and measurement of marketing efforts. Lookalikes Einstein lookalikes leverage lookalike modeling, identifying common traits among current customers to target new customers with similar characteristics. This tool streamlines the process, allowing marketers to create rich audiences and segments for modeling purposes using first, second, and third-party data in Audience Studio. Einstein Journey Insights In today’s consumer-centric world, Einstein Journey Insights helps marketers comprehend customer journeys by tracking interactions across touchpoints like web browsing and email. Advanced attribution modeling enhances engagements and event sequences, leading to specific goals such as purchases or product reviews. Interactive reports and visualizations enable marketers to optimize campaigns by comparing planned journeys with organic consumer journeys. Einstein Content Tagging Personalized and engaging messages demand an organized library of content. Einstein Content Tagging and image recognition technology automatically add and update content tags and metadata, helping marketers manage their assets efficiently. Smart Orchestration Einstein Send Time Optimization determines the best time to send an email or push notification. Einstein Engagement Frequency evaluates your contacts and identifies the optimal number of email messages or push notifications to send. Marketing Cloud Intelligence As marketing budgets increase, the need for ROI and superior customer experiences rises. Marketing Cloud Intelligence delivers AI-generated insights through automated regression modeling and statistical analysis. Einstein Marketing Insights sifts through data to identify high and low performers, enabling marketers to make informed decisions swiftly and optimize strategies for better results. The Einstein features in Salesforce Marketing Cloud present myriad opportunities for marketers to optimize their performance and work more efficiently. By harnessing these AI-powered capabilities, marketers can make informed decisions rapidly, fostering better brand engagement and higher ROIs. Tectonic is ready to assist you in deploying Einstein for Marketing Cloud. Contact us today. Like1 Related Posts Salesforce OEM AppExchange Expanding its reach beyond CRM, Salesforce.com has launched a new service called AppExchange OEM Edition, aimed at non-CRM service providers. Read more The Salesforce Story In Marc Benioff’s own words How did salesforce.com grow from a start up in a rented apartment into the world’s Read more Salesforce Jigsaw Salesforce.com, a prominent figure in cloud computing, has finalized a deal to acquire Jigsaw, a wiki-style business contact database, for Read more Service Cloud with AI-Driven Intelligence Salesforce Enhances Service Cloud with AI-Driven Intelligence Engine Data science and analytics are rapidly becoming standard features in enterprise applications, Read more

Read More
August 3, 2023in Data, Einstein Insights, Marketing Automation, Salesforce, Salesforce Einstein, Salesforce Marketing Cloud, Technology
Contact Builder is responsible for aggregating customer data from multiple source into a single customer view, known as the contact model in marketing cloud. For more information refer to the official documentation. Audience Builder is a segmentation tool, that abstracts the traditional SQL process for building segments and allows marketers to build segments by dragging and dropping them. For more information, please refer to the the documentation. Contact Builder has been moved to the Audience Builder tab
31Jul

Audience Builder Contact Builder

Contact Builder, formerly known as Audience Builder, is a robust tool within Marketing Cloud designed to manage data associated with contacts, referred to as ‘people’ records. This platform provides access to both demographic and behavioral information, which is organized into ‘attribute groups’ (such as abandoned carts), ‘events,’ and ‘populations,’ allowing for efficient segmentation of data. The primary distinction between Audience Builder and Contact Builder lies in their functionalities within Marketing Cloud. While Audience Builder focuses on segmenting data, Contact Builder serves as the tool for defining the data model within the Marketing Cloud ecosystem. Contact Builder is integral to data management within Marketing Cloud and will continue to play a central role in the platform’s operations. Marketing Cloud Audience Builder has empowered marketers to create finely segmented audiences based on behavioral and demographic data. With its retirement, the question arises: “What comes next?” To address this, Marketing Cloud offers engagement marketing tools powered by AI, enabling marketers to activate their data and deliver personalized campaigns at scale to enhance customer lifetime value. These tools include: Email Marketing: Cross-Channel Analytics: “After adopting Salesforce Marketing Cloud and using it to hyper-target our audience, we are able to reduce the waste of our current marketing budget and become more efficient with spending on initiatives that deliver better results“ Kyall MaiSVP & Chief Innovation Officer, Esquire Contact Builder vs. Audience Builder Contact Builder serves as the central hub for managing attribute values associated with each contact within Marketing Cloud. It maintains a comprehensive database of contact information and facilitates the organization and linkage of data from various sources, including ERP systems, CRM systems, and POS systems. This tool offers a unified view of customer interactions with the brand, enabling personalized communication across channels such as email, SMS, and push notifications. Audience Builder, now known as Contact Builder, dynamically creates targeted audiences based on stored attribute and behavioral values of contacts. These audiences are generated according to specific rules and criteria defined by the user. Audience Builder helps marketers segment contacts effectively, allowing for precise targeting or exclusion from marketing activities within Marketing Cloud Engagement. Key Features and Functions: Contact Builder: Audience Builder: While both Contact Builder and Audience Builder are essential components of Marketing Cloud, Contact Builder takes precedence as the primary tool for managing contact data and enabling personalized customer interactions. Audience Builder, now integrated into Contact Builder, continues to play a vital role in audience segmentation and targeting within Marketing Cloud Engagement. Contact Builder is responsible for aggregating customer data from multiple source into a single customer view, known as the contact model in marketing cloud. For more information refer to the official documentation. Audience Builder is a segmentation tool, that abstracts the traditional SQL process for building segments and allows marketers to build segments by dragging and dropping them. For more information, please refer to the the documentation. Contact Builder has been moved to the Audience Builder tab. Like1 Related Posts Salesforce OEM AppExchange Expanding its reach beyond CRM, Salesforce.com has launched a new service called AppExchange OEM Edition, aimed at non-CRM service providers. Read more The Salesforce Story In Marc Benioff’s own words How did salesforce.com grow from a start up in a rented apartment into the world’s Read more Salesforce Jigsaw Salesforce.com, a prominent figure in cloud computing, has finalized a deal to acquire Jigsaw, a wiki-style business contact database, for Read more Service Cloud with AI-Driven Intelligence Salesforce Enhances Service Cloud with AI-Driven Intelligence Engine Data science and analytics are rapidly becoming standard features in enterprise applications, Read more

Read More
July 31, 2023in Salesforce Marketing Cloud
Influence vs. Attribution
18Jul

Influence vs. Attribution

Influence vs. Attribution: Understanding Marketing’s Full Impact Key Distinction: Influence: The Big-Picture View What it measures: Why it matters: Example:A prospect interacts with: Attribution: The Conversion Detective What it measures: Why it matters: Example:Same journey as above: Key Differences Metric Scope Focus Flexibility Influence Entire journey Holistic impact Fixed (total value) Attribution Single source Direct conversion Model-dependent Why Both Matter Bottom line: Use attribution to refine campaigns, but rely on influence to build a seamless buyer journey. (Tip: Combine both in reporting to balance immediate wins with pipeline health.) Content updated March 2025. Like1 Related Posts Salesforce OEM AppExchange Expanding its reach beyond CRM, Salesforce.com has launched a new service called AppExchange OEM Edition, aimed at non-CRM service providers. Read more The Salesforce Story In Marc Benioff’s own words How did salesforce.com grow from a start up in a rented apartment into the world’s Read more Salesforce Jigsaw Salesforce.com, a prominent figure in cloud computing, has finalized a deal to acquire Jigsaw, a wiki-style business contact database, for Read more Service Cloud with AI-Driven Intelligence Salesforce Enhances Service Cloud with AI-Driven Intelligence Engine Data science and analytics are rapidly becoming standard features in enterprise applications, Read more

Read More
July 18, 2023in Salesforce
Shifting KPIs With Real-Time Intelligence
25Apr

Shifting KPIs With Real-Time Intelligence

Marketing without metrics is akin to driving blindfolded. To gauge the effectiveness of their efforts, marketers are investing in analytics capabilities to gain a precise understanding of how their messages, campaigns, and marketing expenditures impact their objectives. The ability to swiftly unlock these insights empowers marketers to promptly address customer needs and make well-informed decisions to propel business growth. This is bringing about Shifting KPIs With Real-Time Intelligence In contrast to 61% of underperforming marketers, a significant 72% of high-performing marketers can analyze marketing performance in real time. This real-time analysis provides them with a distinct advantage in responding to and optimizing campaign performance. However, a notable 33% of marketers still rely on manual processes for marketing attribution, a figure that has seen marginal improvement from 34% in 2020. In 2022, 68% of marketers claim they can analyze marketing performance in real time. For organizations aiming to enhance efficiency and maximize value, identifying the right metrics to track is imperative. As marketing budgets face rigorous scrutiny, analytics offer leaders the insights needed to optimize spending and reduce acquisition costs, reinforcing the value of marketing efforts. Shifting KPIs With Real-Time Intelligence The landscape of analytics has expanded, with marketers now monitoring a comprehensive set of metrics, including year-over-year revenue and customer satisfaction. Personalization and customer touchpoints have gained prominence, leading to increased tracking of web/mobile analytics, content engagement, and customer lifetime value. Marketers are now monitoring an extensive array of key performance indicators (KPIs), encompassing revenue, customer satisfaction metrics (CSAT), web and mobile analytics, customer acquisition costs, B2B sales funnel statistics, content engagement, customer retention rates, customer referral rates, and customer lifetime value. Despite the growing sophistication in tracking various metrics, marketers highlight measuring marketing ROI/attribution as their second most significant challenge. This indicates a continued need for streamlining the reporting process to enhance efficiency and effectiveness. Like Related Posts Salesforce OEM AppExchange Expanding its reach beyond CRM, Salesforce.com has launched a new service called AppExchange OEM Edition, aimed at non-CRM service providers. Read more The Salesforce Story In Marc Benioff’s own words How did salesforce.com grow from a start up in a rented apartment into the world’s Read more Salesforce Jigsaw Salesforce.com, a prominent figure in cloud computing, has finalized a deal to acquire Jigsaw, a wiki-style business contact database, for Read more Service Cloud with AI-Driven Intelligence Salesforce Enhances Service Cloud with AI-Driven Intelligence Engine Data science and analytics are rapidly becoming standard features in enterprise applications, Read more

Read More
April 25, 2023in Salesforce Einstein
11Oct

Attribution with Google Tag Manager and Custom Code

Utilizing Google Tag Manager with Custom Code If you’re already using Google Tag Manager (GTM) on your website, you can leverage it to store UTM parameters in a browser cookie. This stored data can then be extracted and populated into hidden form fields, which are sent to Salesforce upon form submission. Attribution with Google Tag Manager and Custom Code. Here’s a step-by-step guide to the process: Attribution with Google Tag Manager and Custom Code Pros: Cons: Limitations: Implementing Attribution Snippets with GTM Across All Pages To implement attribution snippets using GTM, follow these steps: Adding Attributes in Google Tag Manager: Adding a Custom HTML Tag in GTM: Adding Code to GTM: Optimizing GTM Performance Differentiating GTM and Google Analytics Testing GTM Code Employ a Tag Debugger: Attribution with Google Tag Manager and Custom Code Changes Is your business ready for the changes coming to Google’s data measurement infrastructure? You probably rely on Google Analytics as a marvelous tool to understand your customers and better target their needs across both your web and mobile app platforms. But with changes on the way from Google, particularly with some legacy mobile app tracking and measurement platforms, the stability of your analytics might be at risk if you’re not prepared. What’s changing? The current version of Google Tag Manager (version 4, or “Legacy”) for mobile apps will no longer be supported by Google as of March 2020. But, limitations on the functionality of GTM version 4 have already begun. Due to these limitations and hard dates for deprecation, everyone will need to upgrade to Google Tag Manager version 5. This requires the implementation of new GTM and Firebase Software Development Kits and a switch from the current GTM in-app, data layer approach to the new Firebase, event-based, data collection process. When will service be affected? Here are the key dates and milestones shared by Google, subject to change (though unlikely): Will analytics measurement be affected? Yes, for your mobile applications in particular. For your business to maintain uninterrupted Google Analytics tracking, you must make changes in the app source code. You’ll have to migrate the current data layer code in-app to Firebase-syntax data collection code, install a new Firebase SDK (if not already in place), create new GTM v5 containers, and test the new set-up for reliability to avoid any interruptions. InfoTrust can provide you with assistance to make this process as painless as possible. Please note, if you are already using Firebase Analytics and/or the newer version of Google Tag Manager for mobile apps, v5 (Firebase powered events and data collection), there is nothing to worry about and you are already in the safe zone. These dates are only meant to deprecate the measurement tracking for **Google Tag Manager v4 Legacy Containers** in mobile apps. This DOES NOT mean you have to move to Firebase Analytics and it DOES NOT mean GA for mobile apps is going away. Simply the means of collecting data in the app, if using GTM, is going through an upgraded version. You will need to update your source code to use the new GTM v5 SDK and Firebase event code, as described later but feel free to continue using GA as normal (if deployed in the new GTM v5 Firebase-powered containers). Benefits of Switching It’s not all bad news. Though the migration to GTM v5 will take some work, there are some major advantages. Most importantly, switching ensures uninterupted information flow to Google Analytics, so you never lose touch with your customers. Also, this isn’t just a cosmetic change; the switch to version 5 comes with more tags, new GTM capabilities, and new Firebase analytics UI capabilities. Why InfoTrust? If you’re still using version 4 of Google Tag Manager, this could be a complex project that requires input from many different parts of your business from IT to software development to analytics to marketing. Migrating platforms may be a little annoying, but it’s much less annoying than losing access to the key analytics tools or data you rely on to understand your customers and make strategic business decisions. Switching prevents headaches later and unlocks useful new features now. InfoTrust can help your organization come up with a solid migration plan, help work with your engineers to fully test and configure all the reporting + data measurement, and partner with your team to make the most out of the data collection and mobile application data you will continue to capture. If you have any questions about any aspect of this process, don’t think twice about reaching out. We’d love to help. InfoTrust is here to make sure you’re data confident. Like1 Related Posts Salesforce OEM AppExchange Expanding its reach beyond CRM, Salesforce.com has launched a new service called AppExchange OEM Edition, aimed at non-CRM service providers. Read more The Salesforce Story In Marc Benioff’s own words How did salesforce.com grow from a start up in a rented apartment into the world’s Read more Salesforce Jigsaw Salesforce.com, a prominent figure in cloud computing, has finalized a deal to acquire Jigsaw, a wiki-style business contact database, for Read more Service Cloud with AI-Driven Intelligence Salesforce Enhances Service Cloud with AI-Driven Intelligence Engine Data science and analytics are rapidly becoming standard features in enterprise applications, Read more

Read More
October 11, 2022in Google Analytics, Salesforce
Digital Transformation Consulting
02Sep

Digital Transformation Consulting

Empower Digital Evolution — Traditional tools like shared spreadsheets and physical paper fall short in the face of modern digital solutions. At Tectonic, we specialize in delivering compelling digital experiences to both our clients and their customers. Our team of digital transformation consultants collaborates closely with you to conceive, construct, and expand genuinely transformative digital enterprises. Digital Transformation Consulting is a key. Digital transformation consultants are seasoned professionals dedicated to aiding organizations in implementing digital technologies and strategies that enhance operations, elevate customer experiences, and boost profitability. These consultants play a vital role in future-proofing businesses, pinpointing areas requiring more effective management for sustained future success. Digital transformation involves the integration of technologies across companies to instigate profound change, resulting in increased efficiency, heightened business agility, and the creation of new value for employees, customers, and shareholders. Market research indicates a continuous growth in the digital transformation market, projected to achieve a CAGR of 23.6% until 2030. This trend underscores the proactive approach companies are taking to seek assistance in navigating these processes and maximizing their return on investment. A digital and AI transformation is the ongoing development of organizational and technology-based capabilities enabling a company to consistently enhance customer experiences, lower unit costs, and maintain a competitive advantage over time. The “5 A’s of digital transformation” — Audience, Assets, Access, Attribution, and Automatization — serve as guiding principles. Additionally, there are four types of digital transformation: Process, Business Model, Domain, and Cultural/Organizational transformations. The six pillars of digital transformation include people, leadership, experience, culture, change, and innovation. These elements form the foundation for cultivating a digital transformation mindset. Hiring a digital transformation consultant is helpful, as these experts adeptly execute transformations that maximize positive impacts on people and processes while minimizing operational disruptions and optimizing resource allocation. Given that nearly 70% of digital transformation efforts face some degree of failure, partnering with a consultant can significantly contribute to success. The challenges of digital transformation are substantial, often stemming from organizational and technology complexity. This complexity can make it challenging to coordinate and manage efforts effectively. Overcoming these challenges is essential for a smooth and seamless transition to a digital future. Real-world business examples, such as Netflix, NIKE, Starbucks, AUDI, Adobe, and Airbnb, highlight successful digital transformations, showcasing the impact of embracing digital evolution in diverse industries. Tectonic specializes in Digital Transformation Consulting as a part of our Salesforce implementation and consulting services. Like2 Related Posts Salesforce OEM AppExchange Expanding its reach beyond CRM, Salesforce.com has launched a new service called AppExchange OEM Edition, aimed at non-CRM service providers. Read more The Salesforce Story In Marc Benioff’s own words How did salesforce.com grow from a start up in a rented apartment into the world’s Read more Salesforce Jigsaw Salesforce.com, a prominent figure in cloud computing, has finalized a deal to acquire Jigsaw, a wiki-style business contact database, for Read more Service Cloud with AI-Driven Intelligence Salesforce Enhances Service Cloud with AI-Driven Intelligence Engine Data science and analytics are rapidly becoming standard features in enterprise applications, Read more

Read More
September 2, 2022in Data, Enterprise, Salesforce, Salesforce Managed Services, Technology
analytics 360 and journey builder
20Jun

Google Analytics 360 and Salesforce Marketing Cloud

Customers seek to engage with brands that understand and value them, offering personalized interactions. Google Analytics 360 and Marketing Cloud provide a full understanding of your customers. 67 percent express a willingness to pay more for an enhanced brand experience. However, 51 percent of consumers feel that brands are currently falling short in delivering this desired level of customer experience. Various challenges contribute to this, including disconnected data, outdated systems, disparate channels, and siloed departments. The solution to overcoming these obstacles lies in integration. Integration of Google Analytics 360 and Marketing Cloud is the fix! While the answer seems straightforward, the task of untangling data from multiple fragmented systems to create a unified and actionable view of the consumer is more complex. Salesforce and Google recognize this challenge and have joined forces to facilitate the seamless integration of cross-channel insights for marketers within the Salesforce Marketing Cloud and Google Marketing Platform. Empowering Marketers This integration offers several capabilities, empowering marketers to be more productive, analyze rich data in one place and create personalized messages. The ability to make informed marketing decisions is key for many. Key features include simplified setup, cross-channel analytics, content performance analysis, website optimization, marketing attribution, and audience activation. The simplified setup allows users to view Analytics 360 reports in one Marketing Cloud dashboard. The cross-channel analytics feature provides a comprehensive understanding of customer engagement metrics, integrating data from various sources, including web and advertising. Content performance analysis goes beyond open and click rates, offering insights into customer behavior after interacting with marketing content. Website optimization leverages Marketing Cloud engagement data to enhance web optimization tests and personalize the site experience based on a broader, cross-channel view of the consumer. Marketing attribution enriches attribution reports with Marketing Cloud engagement data for a more complete view of the channels and tactics leading to optimal results. Integration of Google Analytics 360 and Marketing Cloud Provides Simplification The integration also simplifies the process of providing additional marketing and channel engagement data to Google Marketing Platform for measurement and activation through auto-tagging of journeys. Additionally, for the first time, marketers can create audiences in Analytics 360 based on users’ web and app browsing behavior and directly share and activate them through additional Marketing Cloud channels like email, SMS, or push notifications. This coordination ensures a consistent and personalized customer journey across various channels. Like1 Related Posts Salesforce OEM AppExchange Expanding its reach beyond CRM, Salesforce.com has launched a new service called AppExchange OEM Edition, aimed at non-CRM service providers. Read more The Salesforce Story In Marc Benioff’s own words How did salesforce.com grow from a start up in a rented apartment into the world’s Read more Salesforce Jigsaw Salesforce.com, a prominent figure in cloud computing, has finalized a deal to acquire Jigsaw, a wiki-style business contact database, for Read more Service Cloud with AI-Driven Intelligence Salesforce Enhances Service Cloud with AI-Driven Intelligence Engine Data science and analytics are rapidly becoming standard features in enterprise applications, Read more

Read More
June 20, 2022in Google Analytics, Salesforce Marketing Cloud
Salesforce Queues
20May

Salesforce Queues Explained

A Comprehensive Guide to Salesforce Queues Salesforce Queues play a pivotal role in streamlining the prioritization, distribution, and assignment of records among teams with shared workloads. This guide provides step-by-step instructions for setting up your initial queue. For utilizing queues for distribution. Read on for Salesforce Queues. Understanding Salesforce Queues Role Salesforce Queues enable users to prioritize, distribute, and assign records, making them ideal for teams sharing workloads. By bringing together groups of users, queues effectively manage shared work and ensure visibility into pending tasks, even during team members’ absences. Records are held in queues until a team member claims ownership, either individually or on behalf of another user. This is a powerful way that Salesforce prevents leads and cases from falling through the cracks. Key Features of a Salesforce Queue Components of a Salesforce Queue Salesforce Queues consist of several elements to ensure seamless operation: Adding Salesforce Records to Queues Records are added to queues by updating the record owner, utilizing automatic assignment rules, or through manual updates. These assignment rules, whether automatic or manual, define criteria for routing records based on their attributes. Queues vs. Groups in Salesforce Salesforce Queues and Groups serve distinct purposes: Creating a Salesforce Queue: Lead Queue Example Here’s how to create a lead queue for EMEA Leads: Testing and Reporting with Salesforce Queues Expanding Usage to Various Teams Salesforce Queues can manage various record types, including cases, leads, tasks, contact requests, orders, service contracts, knowledge articles, and custom objects. Different teams can benefit from queues for high-priority cases, new projects, webinar follow-up tasks, and more. Limitations and Summary While Salesforce Queues offer flexibility with multiple queues, it’s essential to avoid overwhelming users. They provide collaborative benefits and versatile applications across diverse teams, making them a valuable tool for managing shared workloads and enhancing productivity. Like Related Posts Salesforce OEM AppExchange Expanding its reach beyond CRM, Salesforce.com has launched a new service called AppExchange OEM Edition, aimed at non-CRM service providers. Read more The Salesforce Story In Marc Benioff’s own words How did salesforce.com grow from a start up in a rented apartment into the world’s Read more Salesforce Jigsaw Salesforce.com, a prominent figure in cloud computing, has finalized a deal to acquire Jigsaw, a wiki-style business contact database, for Read more Service Cloud with AI-Driven Intelligence Salesforce Enhances Service Cloud with AI-Driven Intelligence Engine Data science and analytics are rapidly becoming standard features in enterprise applications, Read more

Read More
May 20, 2022in Salesforce
Capturing UTM Parameters in Your Form
22Apr

Capturing UTM Parameters in Your Form Fields

Are you eager to unravel the origins of your website visitors and distinguish between paid and organic sources? A strategic approach involving UTM parameters and discreet form fields stored in cookies presents a practical solution. Capturing UTM Parameters in Your Form is really easy. Here’s how. Incorporating UTM parameters for source information significantly amplifies the depth of tracking data, providing valuable insights into online presence and visitor interests. While analytics tools like Google Analytics typically offer source information, integrating this data into Customer Relationship Management (CRM) systems enriches the overall dataset. However, for inclusion in Google Analytics, it is advisable to refer to a separate guide on tracking UTM codes in GA4. Despite the benefits of source information on the landing page, challenges arise when users navigate to subsequent pages. Addressing this involves associating source information with users through hidden form fields. However, concerns about user experience and cluttering views with tracking data may emerge. The solution lies in the strategic use of cookies. Storing source information in a cookie allows marketers to seamlessly transfer the information to populate a form field when users are ready to submit, without disrupting the user experience. Here’s a step-by-step guide: When applied effectively, this technique seamlessly captures UTM parameters using form fields from the landing page. For those seeking assistance, professional support from entities like Tectonic is recommended to facilitate the integration of marketing channel attribution data into the CRM. Like1 Related Posts Guide to Creating a Working Sales Plan Creating a sales plan is a pivotal step in reaching your revenue objectives. To ensure its longevity and adaptability to Read more Web Pages That Helped With My Google Data Engineer Exam Google Data Engineer Exam It seems like every day more resources appear to help you study for the Google Data Read more What is Advanced Reporting in Salesforce? Cross Filters, Summary Formulas, and More: Advanced Reporting in Salesforce Salesforce comes with report types out-of-the-box for all standard objects Read more How Travel Companies Are Using Big Data and Analytics In today’s hyper-competitive business world, travel and hospitality consumers have more choices than ever before. With hundreds of hotel chains Read more

Read More
April 22, 2021in Google Analytics

Subscribe to our mailing list. Join our mail list to receive our newsletter

We'll keep you up to date with our latest news, insights, free resources, and much more.
Don't worry, we won't spam you.
gettectonic.com