Sf Marketing Cloud Contact Management

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MCCM C&CMR (Contact Builder)

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Contact Builder is a Marketing Cloud app which lets you access, manage, organize, link, and view contact data from all Marketing Cloud applications and channels. Think of Contact Builder as an application for setting up a relational database with your contact data.

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MCCM C&CMR (Contact Builder Tools)

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Contacts Configuration

Data Designer

Data Extensions

Imports

Data Sources

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MCCM C&CMR (Contacts Configuration)

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Determine how Contact Builder processes imported contact information.

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MCCM C&CMR (Data Designer)

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Define information about your contacts and relate that data directly to the contact record by linking data extensions.

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MCCM C&CMR (Data Extensions)

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Create and manage the data extensions that hold contact information.

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MCCM C&CMR (Imports)

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Create the processes that move contact information into your data extensions.

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MCCM C&CMR (Data Sources)

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Visualize where your contact data originates and assign attributes to those sources.

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MCCM C&CMR (Contact Builder)

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is useful for decision splits and when you need to move contacts through specific paths in a journey, or as a way to inject a contact into a journey itself.

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MCCM C&CMR (Contacts & Subscribers)

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A contact is a person you send messages to through any marketing channel. A contact appears in the All Contacts section.A subscriber is a person who opted to receive communications or belongs to a particular channel. A subscriber lives in the individual studios. Subscribers can be imported or created manually and are stored in data extensions.

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MCCM C&CMR (Difference between Contacts & Subscribers)

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Keep in mind that all subscribers are contacts, but not all contacts are subscribers. With email, a contact is somebody you sent emails to, so a subscriber in Email Studio will always be a contact. You can have contacts whom you’ve never sent to who don’t appear in All Contacts. For example, contact information imported into a sendable data extension but not included in a send doesn't appear in All Contacts. A subscriber is only added to All Contacts once something is sent to them. For instance, you might send the contact email and mobile messages, so the contact could be a mobile subscriber, and not an email subscriber.

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MCCM C&CMR (Contact Builder and Other Marketing Cloud Applications)

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Contact Builder works with other Marketing Cloud applications such as Journey Builder, MobileConnect, and MobilePush. Contact Builder’s relationship with Email Studio is more complicated. Data in Email Studio shows up in Contact Builder, but data in Contact Builder does not show up in Email Studio. In other words, a subscriber in Email Studio will appear in Contact Builder under the All Contacts section, but a contact in Contact Builder won’t automatically appear in Email Studio.

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MCCM C&CMR (Contact Record)

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A contact record in Contact Builder provides a single view of a customer and displays all their interactions with your brand. All of the associated addresses, subscriptions, and tracking information associated with activities and journeys relate back to that single contact record.

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MCCM C&CMR (Contact Record Details)

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With the contact record, you can view important details about a contact, such as:

Past interactions, activities, and journeys.Relationships.Subscription channels.Email address and mobile number.

This single view of the customer is what allows you to find the mobile number necessary to send SMS messages via MobileConnect, the email address to send email messages via Email Studio, and the mobile device identification used for sending push messages via MobilePush.

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MCCM C&CMR (Contact Keys, Contact IDs, and Subscriber Keys)

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Contact data is managed in Marketing Cloud and Salesforce through Contact Keys, Contact IDs, and Subscriber Keys.

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MCCM C&CMR (Contact Key)

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A contact is managed and related through the different channels using a single Contact Key. The Contact Key is a unique identifier that you assign to a contact. If a subscriber is sent an email and the contact wants to be on mobile, the contact is added to the mobile channel by the Contact Key. The Contact Key identifies a contact within an account and ties together the contact, channels, and the relationship. The Contact Key is the same no matter what channel is used to send messages.

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MCCM C&CMR (Contact Key continued)

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The Contact Key is what allows you to connect contacts in multiple channels. Let’s say you have a contact in Email Studio that you identify using their email address, and in Mobile Studio you use their mobile number. Without the Contact Key, it would be difficult for Marketing Cloud to know to connect the contact, since the contact has two different identifiers. Marketing Cloud will process the information as two different contacts in Contact Builder. Make sure you are consistent across all channels when assigning a Contact Key to a contact.

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MCCM C&CMR (Contact ID)

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The Contact ID is a number Salesforce uses to uniquely identify a contact on the backend. Salesforce uses the Contact ID to identify a contact in various channels.

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MCCM C&CMR (Subscriber Key)

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In Email Studio, contacts are identified by the Subscriber Key, which becomes the Contact Key in Contact Builder. The Subscriber Key is the primary key for your subscribers and allows you to identify subscribers with a value that you choose.

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MCCM C&CMR (Subscriber Key Uses)

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Maintain multiple sets of subscriber attributes for a single email address. For example, if a family shares an email address, you can use a Subscriber Key to uniquely identify each member of the family.Include a single email address multiple times on a list. For example, send a separate message for each car a subscriber owns in a single send.

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MCCM C&CMR (Subscriber Key!!!)

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Deciding on a Subscriber Key is a crucial business decision that must be kept consistent throughout your entire Marketing Cloud operation. Be sure to establish the Subscriber Key with every data extension created through the send relationship. The Subscriber Key must be present in every sendable data extension.

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MCCM CCM (Data Designer)

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Data Designer is a tool within Contact Builder that is used to define, organize, and relate information about a contact within an account. You can use Data Designer to define attributes about your contacts, create attribute groups that allow you to define relationships, and design populations that allow you to define and use subgroups of contacts.

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MCCM CCM (Attributes)

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In Marketing Cloud, attributes represent a single piece of information about a contact. Email address is a good example of an attribute. So is gender. Even the number of email opens can be an attribute.

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MCCM CCM (2 Types of Attributes)

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Profile attributes describe who the contact is. Some of this data is provided by the subscriber, such as gender, state, or interest (do they like hiking or running?).Behavioral attributes describe what the contact has done. For example, a contact indicates some related interests or clicks links when reading a newsletter.

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MCCM CCM (Attribute Groups)

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Attribute groups are data sources that are logically grouped together, and they allow you to organize data and configure relationships in Contact Builder.

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MCCM CCM (Populations)

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Populations are used to categorize distinct subgroups of contacts. Think of a population as the subset of the master list of people who could enter a journey.

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MCCM CCM (Link Attribute Groups and Populations)

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Link attribute groups and populations using the Contact Key value. Don't link using an email address field when the Contact Key or Subscriber Key value is available. If you must create a link using the email address, create a text attribute containing the email address, and link using that value. Use populations to create distinct subgroups of your contacts, then segment contact records from there. For example, a doctor's office can create separate populations for staff, patients, and vendors.

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MCCM Data Extensions (Data Extensions)

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Information about contacts is stored in a data extension. A data extension is simply a table with fields of data about your contacts. Data extensions can be standalone or related to other data extensions. You can use the data to run queries, pull information, and send to a subset of subscribers. You can manually import data extensions, or you can automate the import through Automation Studio or the Marketing Cloud API. Data extensions can be used in both Contact Builder and in Email Studio, but data extension permissions, sharing, and other functionality live in Email Studio.

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MCCM Data Extensions (Types of Data Extensions)

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Standard data extensions are used for building a custom set of fields.

Filtered data extensions are used to create a subset/segment from an existing data extension.

Random data extensions allow you to randomly select subscribers from a source data extension

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MCCM Data Extensions (Sendable or Non Sendable)

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Sendable data extensions have a send relationship and map to a subscriber. Contacts are added to All Contacts when you send to them.

Nonsendable data extensions are reference data, such as the weather, airport codes, orders, product tables, etc.—things you want to use to personalize emails, but not a person you are sending an email to.

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MCCM Data Extensions (Shared Data Extensions)

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You can share data extensions with other business units by storing them in shared data extension folders. You can configure the data retention policy settings, select who can see what actions are available, set the sharing window, and decide which business units have access to a shared data extension.

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MCCM Data Extensions (Segmentation)

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Segmentation allows you to create specific criteria or rules and apply the rules to a data extension. Segmentation allows you to take your larger audience and then send targeted and relevant messages to a segment of that audience to ensure that you’re sending the right message to the right subscriber at the right time. When segmenting data, random segments, as well as filtered segments, can be created.

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MCCM Data Extensions (Attribute Groups and Data Extensions)

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When you create an attribute group, you give it a name, and you have the ability to link data in Data Designer. Each attribute group includes a data model consisting of data extensions linked to either the contact record or to other data extensions. You can create attribute groups including all relevant data extensions at the same time to ensure that all the necessary data resides in the correct group. After you create a new attribute group, you can create your data model by:

Creating a new data extension linked to the contact record.Linking an existing data extension to the contact record.

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MCCM Manage Contact Data (Data Retention)

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Marketing Cloud is able to handle large amounts of data, but everything runs more efficiently when you configure appropriate retention limits on data extensions. With retention settings, you can select who can see what actions are available, set the sharing window, and select which business units have access to shared data extensions.

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MCCM Manage Contact Data (Data Retention Options)

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ng Cloud Contact Management Manage Contact DataManage Contact DataLearning ObjectivesAfter completing this unit, you’ll be able to:Recognize data retention settings options.Assess the implications of deleting a contact.Data RetentionMarketing Cloud is able to handle large amounts of data, but everything runs more efficiently when you configure appropriate retention limits on data extensions. With retention settings, you can select who can see what actions are available, set the sharing window, and select which business units have access to shared data extensions. Consider how long you need to keep your data and configure the retention policy settings when creating the data extension. You can apply a data retention policy to a data extension with less than 100 million records from Contact Builder, but it’s best to plan ahead.Data Retention OptionsWhen you configure your data retention settings, it’s important to think about both the data and the use case for that data. Marketing Cloud is not designed to be a universal storage vehicle for all of your customer information, so you should be strategic in how you set up your data models. For example, if the data needs to be continually refreshed and an external system has more up-to-date information, you should set up your data model to re-import data before each send instead of preserving historical records in Marketing Cloud. Data that passes the retention limits will be permanently deleted, keeping the record counts in line with your ongoing personalization and segmentation needs. By default, the data extension retention policy deletes unused data extensions after 6 months. The deletion process runs nightly. You cannot remove the configured data retention settings on a data extension once you configure them.The Data Retention Policy step in the Create New Data Extension process.Let’s look at the retention settings that are available for your data.NoteNoteSelect On under Retention Setting to ensure that the application deletes all records in the data extension at the same time.Delete Options:Individual Records. When this option is selected, the data extension is retained, but the individual records inside the data extension are deleted.All Records. When this option is selected, the data extension is retained, but all records inside the data extension are deleted.All Records and Data Extensions. When this option is selected, the entire data extension and the records inside the data extension are deleted.Period Options:After. Enter the number of days after the data extension was created to wait before deleting.Reset period on import. To extend the retention date following a new import.On. Select a specific date to delete.

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MCCM Manage Contact Data (Contact Delete Process)

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When possible, do not delete contacts. When you delete a contact, you are losing all of the contact’s tracking data and everything about the contact. If you want to remove unengaged subscribers, unsubscribe the contacts from individual channels rather than deleting them. If you want to remove unengaged subscribers, consider moving them to a different journey or data extension. You can also use Einstein Engagement Scoring to promote better engagement.

You can manually delete individual contacts and you can delete lists of contacts, but the Contact Delete feature must be enabled.

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MCCM Manage Contact Data (Delete Contact Options)

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Contact Deletion using API

You can delete contacts using Contact ID or Contact Key or List. Refer to the documentation on the REST APIs using the links provided.

Contact Deletion in UISelect a contact from All Contacts and click Delete.Contacts have to be set up on a sendable data extension or in a mobile list in order to delete them. You select one of those sources to delete and everyone on the list will be deleted and all the associated contact data will be removed.

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MCCM Manage Contact Data (Sendlog Implications)

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The sendlog keeps aggregate tracking data. Let's say you sent to 10 people, then deleted one. Although there is no way to see that you sent to the particular person that was deleted, you'll still see that you sent to 10 people. So you will still see the aggregate data, but you cannot see the data of the contact you deleted.

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MCCM Synchronized Data Sources (Data Sources)

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Contact Builder stores and locates contact attributes in your account’s data sources. Within your Marketing Cloud account, Contact Builder uses system and custom data sources, such as system-defined or user-created data extensions. Contact Builder can also bring in data from other Salesforce platforms, such as Sales Cloud and Service Cloud, by using Synchronized Data Sources. Data synchronized into Contact Builder also includes the data schema and relationships previously established in those other platforms.

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MCCM Synchronized Data Sources (Contact Builder and Marketing Cloud Connect)

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You can select and synchronize objects from Salesforce CRM and pull the information into Marketing Cloud using Marketing Cloud Connect.

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MCCM SDS (Access SDS)

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Each data source displays both a name and the external API key for the object. Use these names to locate your information and manage your synchronized data extensions. Synchronized Data Sources displays row counts during the initial synchronization and refreshes every 30 seconds.

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MCCM SDS (Segment Synced Data Extensions Across Business Units)

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Most data extensions need to be segmented to create other audiences for sends. For example, Northern Trail Outfitters shares contact information with a business unit, but their security team doesn’t want the business unit to see all of the contact data. The system segments the data, stores it in a shared folder, then shares it with other business units.