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Create Omnichannel Journeys Using Unified Individual Profiles in Data Cloud
Learn how to set up and use audience activations from Data Cloud to power an omnichannel journey in Marketing Cloud Engagement. This guide walks you through an example of how you can enable an omnichannel experience for your customers. Instead of separate single-channel journeys, users can create seamless customer experiences by using Data Cloud to orchestrate one journey with all Email, SMS, and MobilePush activities together.
Before implementing an omnichannel journey, read this guide on Omnichannel Considerations and Best Practices to understand the required decisions and processes.
This solution kit makes these assumptions. You’re creating an omnichannel journey in Marketing Cloud Engagement that contains email, SMS, and MobilePush channels. Your organization has implemented single-channel contacts for Engagement for all three channels but hasn’t implemented omnichannel contacts.
Use Case 1
Cumulus Bank and Financial Services want to create a 30-day Credit Limit Alert journey for customers approaching or reaching their credit limit. The journey broadcasts a high-priority message on all possible channels to inform customers that they’ve reached their credit limit. Then, the journey follows up with more targeted communications informing customers on whether they qualify for an additional line of credit.
To complete this use case, review the features used, permissions required, and associated skills.
| Products or Features | Data Cloud
Marketing Cloud Engagement
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| Roles and Permissions | Data Cloud
Marketing Cloud Engagement
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| Requirements or Skills Needed |
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Related Content
To help guide you through these use cases we suggest the following related content.
- Associated Terms for Omnichannel Journeys Using Data 360
Review terms that you must know when creating your data foundation. - Model Your Contact Data for Omnichannel Journeys
This solution kit is designed for customers who have implemented single-channel contacts in Marketing Cloud Engagement. Customers who have implemented single-channel contacts in Marketing Cloud Engagement must follow this solution kit to execute omnichannel journeys. Determine whether you’ve implemented omnichannel or single-channel Contacts. - Omnichannel Journey Solution Workflow
Review the solution workflow for creating an omnichannel journey in Marketing Cloud Engagement using data from Data 360. - Stage Your Data in Data 360
Customers commonly implement Marketing Cloud Engagement to create many different SubscriberKeys (Individuals) that represent the same person. Such SubscriberKeys are often channel-specific and, as a result, can’t natively execute omnichannel journeys. To build an omnichannel journey, use Data 360 and build a Unified Individual that represents a single person consisting of separate Marketing Cloud Engagement channel-specific SubscriberKeys (Individuals) and contact points. - Define Match Rules for Identity Resolution and Relate Separate Individuals
Let’s review the steps for defining match rules for Identity Resolution and relating separate Individuals in Data 360. - Define Reconciliation Rules to Prioritize Values for the Unified Individual
Reconciliation rules specify how to select the best value for a Unified field when that field can store only one value, such as a person’s first name. - Create a Calculated Insight to Select the MobilePush SubscriberKey
Data 360 has numerous controls to select and activate a channel contact point. However, for some scenarios, you must create a Calculated Insight to filter or select a specific channel contact point. For example, Data 360 doesn’t support activating the Email, SMS, and MobilePush channels together. - Create an Omnichannel Audience in Data 360
Let’s review the steps that Cumulus takes to create their Omnichannel audience in Data 360. - Create a Segment to Qualify the Correct Unified Individuals
Cumulus creates a segment that qualifies the Unified Individuals they want to use for their journey. - Activate an Audience with Contact Points and Attributes
Cumulus activates an audience with contact points and attributes for their journey. - Configure Omnichannel Journey Settings in Marketing Cloud Engagement
After the scheduled activation, a data extension is added to the Marketing Cloud Engagement business unit identified in activation. Edit this data extension and update its send relationship to relate the MobilePush Key attribute to SubscriberKey. As a result, Journey Builder defaults all orchestration, personalization, and sending lookups based on the value of the MobilePush Key (representing the MobilePush SubscriberKey selected from the Calculated Insight you created). - Update the Send Relationship in the Activated Data Extension
Cumulus updates the send relationship in the activated data extension. - Configure the Journey Entry to Use the Activated Data Extension Audience
Next, Cumulus configures its journey entry source. - Configure Omnichannel Journey Settings
Next, Cumulus configures their omnichannel settings. When a journey uses the Omnichannel Credit Limit Alert data extension Entry Source, Journey Builder defaults all orchestration, personalization, and sending lookups based on the value of the MobilePush Key. This Key is represented by the MobilePush SubscriberKey selected from the Calculated Insight. This action enables you to natively send messages using MobilePush activities. - Add Consent and Preference Filters to Omnichannel Journeys
For the email channel, Marketing Cloud Engagement stores consent at the SubscriberKey level and not the email address level. By using the MobilePush Key to send an email to the email address stored in the data extension, Cumulus might have violated their own consent strategy. - Omnichannel Considerations and Best Practices
There are important aspects and trade-offs to consider before implementing this solution. This guide is just one example of how to enable an omnichannel experience for your customers. For example, instead of separate single-channel journeys, users can create seamless customer experiences by using Data Cloud to orchestrate one journey with all Email, SMS, and MobilePush activities together.
