Activation and Activation Targets

Activation is the process that publishes a segment to your activation platforms, allowing you to take action on that data. An activation target is used to store authentication and authorization information for a given activation platform, like Marketing Cloud Engagement or Meta.

Once you have created a target, you can publish your segments with contact points and additional attributes to that activation target. This enables you to power personalized marketing campaigns, create effective ad campaigns, and deliver consistent customer experiences.

• Activation Targets in Data 360
  Depending on your use case, data can be activated to various targets, from file storage, external activation, or to other data model objects (DMOs) in Data 360. Once you know where you want to act on the segmented data from Data 360, create activation targets for each platform.
• Activation for Data 360 Segments
  Activation is the process that publishes a segment to activation platforms in Data 360. Before you activate your segments, it's important to review some activation concepts.
• Activation for Data 360 Data Model Objects
  Use data from various sources to build complete customer profiles by activating a data model object (DMO). This feature presents data in a readily actionable format and facilitates personalized customer experiences. Data 360 offers two methods for DMO activation: streaming and batch, with each designed for different use cases and destinations.
• Activation Templates for Segment-Triggered Flow Setup
  Define and save reusable contact point selection logic, including channel selection, source priority configuration, and contact point filters by using activation templates. Flows use this logic to select the correct contact points consistently when contacting individuals.
• Create an API Activation in Data 360
  API activation expands where and how you can initiate activations. API activation gives you the flexibility to use a Data 360 activation from Flow by using an API call.
• Advertise with Data 360
  Use Data 360 to implement advertising strategies using first-party data. With Data 360, you can establish a reliable source of truth, seamlessly connect with external platforms, activate audience segments, and transform them into personalized experiences across all channels.
• Capping Communications for B2C Engagements
  Set caps on communications with B2C customers, leads, or prospects to ensure compliance with regulatory requirements, enhance the customer experience, and avoid message fatigue. Optimize your campaign spend budgets across lines of business by applying department-level thresholds. Stay compliant with regulatory requirements by avoiding unsolicited, unregulated communications to targeted entities.
• Publish History of Your Activation
  In Data Cloud, view the activation history to see when and how segments were published. For segments published to a Marketing Cloud Engagement activation target, additional columns appear in the activation history to provide more details. View the same publish history details in a segment record.
• Publish Schedule and Activation Target Compatibility
  Summary of activation types, publish schedules, and supported activation targets.
• Activation Refresh Types
  When creating an activation, choose from two refresh types: full or incremental. A full refresh updates all records in the segment during activation. An incremental refresh publishes only the added, updated, and deleted records since the last successful refresh.
• Troubleshoot Activation Errors
  Get tips for solving common activation errors in Data 360.