Marketing Cloud Personalization: Key Points Summary

This article summarizes key points to be aware of when using MC Personalization.

Note: Documentation is updated frequently and may change without notice.

Point: Considerations When Using Hierarchical Category Structures

There are two methods for importing catalog data into Marketing Cloud Personalization: via Sitemap/Event API, and via ETL. The behavior of hierarchical category structures differs between these methods, so it is important to understand the characteristics of each before use.

When importing catalog data via Sitemap or Event API, you can create hierarchical category data by setting multiple terms separated by | (pipe) in relatedCatalogObjects for Category.

Example: Mens|Footwear|Shoes|Running (terms further to the right represent subcategories)

Catalog data can also be imported via ETL, but when importing via ETL, setting multiple terms separated by | in the categories field does not create hierarchical category data — instead, multiple parallel category entries are registered.

Note:

Hierarchical category structures are not available when importing catalog data via ETL.

When an item with a single hierarchical category entry is purchased, users who purchased a specific category within the hierarchy can be extracted from a segment. However, when an item with multiple parallel category entries is purchased, those users cannot be extracted using a segment based on that item's category purchase.

Additionally, while ETL imports overwrite existing data, Sitemap and Event API append to (rather than overwrite) existing category data.

When multiple catalog import methods are used in combination, consistent category data management becomes difficult for the reasons described above. Operations that import category data using multiple methods should be avoided.

If you want to use hierarchical category data, import catalog data using Sitemap or Event API. In that case, do not import catalog data via ProductETL.

If operational requirements necessitate importing catalog data via ETL, it is recommended to enable Enable Strict Catalog Security and prevent catalog data from being imported via Sitemap.

Point : Segment Join and Exit Behavior for Date-Based Conditions

Segments are recalculated primarily during overnight batch processing or when a user triggers some action.

For example, for a condition such as "No visits in the past 7 days," the behavior is as follows:

Joining a segment:

When 7 or more days have passed since the user's last visit, and the next overnight batch runs or the user triggers a new action that causes their profile to be re-evaluated, the user meets the segment condition and joins the segment.

Exiting a segment:

When a user who is already in the segment performs an action that no longer satisfies the condition (e.g., visiting the site), their profile is updated by that action, and they exit the segment when the condition is no longer met.

Note:

Date conditions in segments are calculated in UTC (Coordinated Universal Time). For example, a condition of "past 1 day" means "since midnight UTC yesterday."