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Salesforce Marketing Cloud Experiences

Lytics Experiences support Salesforce Marketing Cloud journeys based on your data extensions or triggered API events. These Experiences are best kept as simple email journeys with a single email send action. Any actions beyond the first email send will not be counted in reach and conversion metrics. To manage the full customer lifecycle, you can create multiple Salesforce Marketing Cloud Experiences, each with a single email send, in the Lytics Canvas.

Experience Import

Like all Experience enabled providers, you can import Experiences from Salesforce Marketing Cloud to Lytics. During the import process, you will be asked to select an authorization. Read the Salesforce Marketing Cloud authorization documentation for more information.

experience-import

Tactics

Tactics are determined by the journey's entry source. Salesforce Marketing Cloud Experiences in Lytics support the following tactics:

  • API Event - Send responsive campaigns in real-time using API-driven entry to a journey. This option supports Delivery Optimization from Lytics.
  • Data Extension - Send scheduled emails (e.g. newsletters and event notifications) using data extension-driven entry to a journey.

Configuration

After importing a Salesforce Marketing Cloud Experience you can configure it for activation. All tactics for Salesforce Marketing Cloud have the same three configuration steps within the Experience Editor:

  1. Target - select the target audience for your Experience.
  2. Configure SalesForce Marketing Cloud - set up how the audience for your Experience will be exported. This step will match the configuration instructions of the following workflows based on tactic:

    The activation will generally function the same as the export workflows, but with some changes:

    1. There will be no Audience selection as it is configured by the Target step in the Experience editor.
    2. The Event Definition or Data Extension will not be available (depending on tactic), as these are set by the Experience.
  3. Configure Delivery - choose to turn the Delivery Optimization feature on or off, which only applies to the API Event tactic since it is real-time. The Data Extension tactic does not benefit from Delivery Optimization since the journey is scheduled to activate at a specific time.

Once you've finished configuring the Experience you can save and activate it.

Activation

Activating Salesforce Marketing Cloud Experiences will export users and populate a Data Extension, but the exact method depends on the Experience tactic.

API Event Tactics

The API Event tactic will push users via the Triggered Journey export. The users sent to Salesforce Marketing Cloud will be stored in a data extension.

NOTE: For this tactic, you will activate the Salesforce Marketing Cloud journey before activating the Lytics Experience so that it is ready to process incoming events. If Delivery Optimization is enabled, the API event will be sent at the best time to email the user. No delay should be configured in the Salesforce Marketing Cloud journey between user entry and email send.

  1. Navigate to the Journey Builder in Salesforce Marketing Cloud.
  2. Select your journey from the list of journeys in Salesforce Marketing Cloud.
  3. Click the Activate button to activate the journey in Salesforce Marketing Cloud.sfmc API Journey
  4. Navigate to your Lytics Experience.
  5. Click on your Experience.
  6. Click Activate. If the Activate button is disabled, you will need to follow the instructions in the Configuration section above to set up the Experience.

Data Extension Tactics

The Data Extension tactic will push users via the Data Extension export. The Salesforce Marketing Cloud journey will evaluate the Data Extension once the journey is activated.

NOTE: For this tactic, you will activate the Experience in Lytics before activating the journey in Salesforce Marketing Cloud, which gives the export time to populate the Data Extension. Exact timing will depend on your audience size, among other factors.

  1. Navigate to your Lytics Experience.
  2. Click on your Experience.
  3. Click Activate. If the Activate button is disabled, you will need to follow the instructions in the Configuration section above to set up the Experience.
  4. Navigate to the Journey Builder in Salesforce Marketing Cloud.
  5. Select the journey from the list of journeys.
  6. Click the Activate button to activate the journey. If the journey is configured with a schedule, the journey will trigger on the selected date(s). If the journey is configured to trigger immediately, then the journey will run once you click Activate. There are options for configuring a data extension journey.

sfmc DE Journey

Metrics

Salesforce Marketing Cloud metrics are collected through the Retrieve API to populate the reach and conversion metrics for Salesforce Marketing Cloud Experiences.

API-experience

Metrics from the SalesForce Marketing Cloud are mapped to Lytics as follows:

  • Reach - Impressions are counted by the number of users who have opened the email sent by the Experience. Lytics will retrieve all the OpenEvents from Salesforce Marketing Cloud for the Experience.

  • Converted - Conversions are counted by the number of users who have clicked a link in the email sent by the Experience. Lytics will retrieve all the ClickEvents from Salesforce Marketing Cloud for the Experience.

These events are also mapped to the Lytics user fields Reached with SFMC Experience and Converted on SFMC Experience, which are available in the audience builder so that you can create audiences of users who have been reached by or converted on your Salesforce Marketing Cloud Experiences.