Use Data 360 Data Throughout Marketing Cloud Engagement

It’s important for Marketers to understand that their interaction with the data foundation varies based on the type of campaign that they’re activating. These recommendations maximize system performance.

Content Personalization

When activating audiences from Data 360, we recommend including all attributes that are required to personalize the content throughout the targeted journey.

Journey Decisioning

When activating audiences from Data 360, we don’t recommend including attributes for journey decisioning. Instead, use the commonly shared attributes that have been established as part of the data foundation (the core Individual or Unified Individual data extensions) for the journey’s decisions and exit activities.

In an ad hoc journey scenario that requires decisioning attributes that aren’t already included in the data foundation, consider either:

• Updating the existing data foundation by including the required decisioning attributes in an existing activation used as part of the data foundation.
• Activating the audience with all attributes required for the journey for personalization and decisioning. Then temporarily connect the resulting data extension to the data foundation via the SF CDP Ad Hoc attribute group in the Engagement Contact Model.

Event-Triggered Journeys Using Data Actions or API for Journey Entry

Content Personalization

By default, event-triggered journeys use static journey data for content personalization. To use refreshed Contact Data for these journeys, use the personalization feature in Journey Builder or AMPscript to reference the personalization attributes established in the data foundation you already created.

Journey Decisioning

When activating audiences from Data 360, we don’t recommend including attributes for journey decisioning. Instead, use the commonly shared attributes that have already been established as part of the data foundation for the journey’s decisions and wait and exit activities.

In an ad hoc journey scenario that requires decisioning attributes that aren’t already included in the data foundation, consider either:

• Updating the existing data foundation by including the required decisioning attributes in an existing activation used as part of the data foundation.
• Activating the audience with all attributes required for the journey for personalization and decisioning. Then, temporarily connect the resulting data extension to the data foundation via the SF CDP Ad Hoc Attribute Group in the Engagement Contact Model.