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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 Membership
Activation membership is the grouping of fields from different data model objects (DMOs) to include in an activation. If you are using identity resolution ruleset to unify your data, you must use the Unified Individual data model object (DMO) as the activation membership.
Activations
Reuse filters or other selections across different segments by copying an existing activation. Be aware if you create a new option by copying an existing activation, the target and the activation membership can't be changed.
Contact Points
Contact points are a field or set of fields that represent data points that can be used to contact or engage an individual, for example, email or phone. Contact point selection determines which objects and fields are included in an activation and sent to an activation target. You can also manage consent by applying consent-related filters to contact points.
Review more details on Contact Points and Source Priority Order.
Add Related Attributes
Send more personalized communications by adding custom filters and attributes to the activation. When activating, select the attibutes you want to inlude in the data sent to your activation target.
Learn how to Add Related Attributes to an Activation.
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.
Learn more on the Activation Refresh Type page.
Data Privacy Types
Understand the data privacy types in activation to follow the California Privacy Rights Act (CPRA) law that gives consumers the right to restrict sharing their data with or selling it to third parties. The privacy types are CPRA Third-Party and CPRA Service Provider and Not Applicable. These can be established when setting up an external activation platform in Data Cloud Setup.
Visit California Privacy Protection Agency to learn more about each privacy type.
Activation in Data Cloud One
Data Cloud One is a platform feature that enables multi org enterprises across brands, business units, or geographic regions to access Data 360 core functions in every org. All orgs are synced from a single Data 360 instance provisioned in the home org. Activation definitions created in the home org are viewable from every connected companion org in the ecosystem of an enterprise.
Visit Data Cloud One to learn more about Data Cloud One and companion orgs.
- Create an Activation for Marketing Cloud Engagement Target
After you create a segment in Data 360, you can publish a segment to an activation target. - Create an Activation for a Data 360 Target
After you create a segment in Data 360, you can publish it to a Data 360 activation target. - Create an Activation for B2C Commerce Target
After you set the required data field mappings and create a segment in Data Cloud, create a B2C Commerce activation to publish the segment. - Create an Activation for File Storage Target
After you create a segment in Data 360, you can publish the segment to an activation target. - Create an Activation for an External Platform
In Data 360, create an activation to publish a segment to an external platform, such as an AppExchange partner (Liveramp, Criteo, Tradedesk) or a strategic partner (Google, LinkedIn, Meta, or Amazon Ads) target. - Add Related Attributes to an Activation
Send more personalized communications by applying related attributes and filters. You can send related attributes to Marketing Cloud Engagement, Data Cloud, and cloud file storage platforms such as Amazon S3, SFTP, Microsoft Azure Blob Storage, and Google Cloud Storage (GCS). - Contact Points and Source Priority Order
Contact point selection determines which objects and fields are included in an activation and sent to an activation target. Use the source priority order to determine which contact point value is selected for the activation. - Add Filters to Contact Points in Activation
When activating a Data 360 segment, you can filter and sort contact points to ensure you are targeting the right audience on the right channel with the right permissions. This feature is essential for managing customer consent, preventing duplicate messages, and improving the personalization of your campaigns. - Add Filters to the Activation Membership
Data 360 activation membership filters allows you to send more personalized communications by adding custom filters to the activation membership. Add filters to ensure that only the intended audiences are being targeted. - Activating Subsegments in a Data 360 Waterfall Segment
You can activate an individual subsegment in a waterfall segment or all subsegments at one time. Including all subsegments in a waterfall segment in a single data extension eliminates the need for multiple activations and additional post-activation stitching. When you activate the data extension, all the users are entered into the journey but directed down different paths based on their subsegments. It improves marketing campaign effectiveness and efficiency. After creating a waterfall segment, activate the segment to the Marketing Cloud Engagement activation target or any file storage target. - Calculated Insights in Activation
Use Data 360 Calculated Insights to enable activation journey decisions and message personalization. - Segmentation Filters vs. Activation Filters
Segmentation and activation use different filters for different purposes. Apply filters to a segment to narrow your audience. Use activation filters to narrow down relevant values with related attributes that personalize messages. - Set Output Name for Activation Attributes
When you configure an activation in Data 360, you can customize the attribute names in your output file or stream. Custom attribute names help match the naming conventions required by your activation target. Use the output namefield ( preferred name) to define these values. - Unified Individual for Activation Membership
To take advantage of identity resolution, use the Unified Individual data model object (DMO) as the Activation Membership. With identity resolution, you combine data from disparate data sources to create one Unified Individual. When selecting Unified Individual as the DMO, the Individual ID attribute is included and not the Unified Individual ID. - View Activations in Data Explorer
View your activation data for a specific activation target in Data Cloud. You can view results up to the past 30 days. - Audience Data Model Object
Understand and analyze your activated audience over time using audience data model objects (DMOs). There are two types of related DMOs, audience and audience latest DMOs. - Streaming Audit Data Model Object
Use the streaming audit data model object (DMO) to track and audit the data sent from your real-time streaming activations. - Activate Segments on Households
Activate segments built on the Household object in Data Cloud to target individuals within those households.
