Use Scheduled Reports to Integrate Social Studio with Marketing Cloud Intelligence

This article goes over the recommended approach when using scheduled reports to push Social Studio data into Marketing Cloud Intelligence using TotalConnect.

Social Studio API Versus Scheduled Reports: Social Studio API

• Data ingested via the dedicated Social Studio API returns mentions over the past 30 days as a lifetime measurement.
• You would need dedicated Topic Profiles for Social Studio/Intelligence analysis, which would result in double consumption of Social Studio EMV.
• Keyed off Social Post ID, which means a 1:1 ratio of mentions vs. row consumption Intelligence (expensive).

Social Studio API Versus Scheduled Reports: Scheduled Reports from Social Studio

• Greater control on data entering Marketing Cloud Intelligence - Can be scheduled from a Keyword Group level, rather than the entire Topic profile.
• Historical data can be consumed on the day the mentioned happened allowing for trending analysis.
• Custom key aggregating post count at the day and custom dimension level - significant reduction in row consumption.
• Scheduled reports allow you to pull in the data at a Keyword Group level (KWG), which allows for Share of Voice or Category trending that the API approach doesn't allow. The data on this dashboard for scheduled reports is represented by the green segment, whereas the data returned from an API connection returns all KWGs.

Social Studio Report Data Points: Data Selection from Social Studio

Let’s go over the setup on Social Studio’s end first.

To provide the maximum amount of control for data pushed into Marketing Cloud Intelligence, we’d recommend using Social Studio reports. Using scheduled reports gives you greater control over the data ingested into Intelligence, which then impacts the volume of rows consumed.

Selecting ‘CSV’ as the export format of your report allows you to customize the fields that you want set as part of your report.

Here’s a breakdown of the suggested Social Studio Report Data Points and what they represent:

Within the ‘filters’ section we would then set up an individual report for each of the keyword groups that are set up inside of that topic profile.

A topic profile is a social media search tool created in Social Studio, you can learn more about it here.

It may also be that you don’t want all of the keyword group mentions being passed through into Marketing Cloud Intelligence and this will be a great way of controlling that data flow without having to build dedicated Topic Profiles inside of Social Studio which will cause duplicate mentions (which is one of the primary license charges for Social Studio).

Within the ‘filters’ section we would then set up an individual report for each of the keyword groups that are set up inside of that topic profile. A topic profile is a social media search tool created in Social Studio, you can learn more about it here. It may also be that you don’t want all of the keyword group mentions being passed through into Marketing Cloud Intelligence and this will be a great way of controlling that data flow without having to build dedicated Topic Profiles inside of Social Studio, which will cause duplicate mentions (which is one of the primary license charges for Social Studio).

Marketing Cloud Intelligence: Initial Data Mapping

Now that we know how to configure our reports in Social Studio, let’s look at how to ingest those reports in Intelligence.

If you’ve built your Social Studio reports as suggested above, we’d recommend the following mapping logic in Intelligence. Select TotalConnect and choose the ‘Social Listening’ data stream type.

Important: In case you have a Social Studio environment that operates across multiple timezones, ensure that your data load mode is set to ‘Upsert’. The reason for this is that your Social Studio tenant may have a different timezone set than the country you work in. As a result you’re likely to get some overlap of data day-on-day, using upsert will overlook data matches and only update new data points.

This is also particularly useful if changes are made to the data inside of Social Studio. Maybe new labels, author tags or sentiment changes have been made since the initial upload. Having your Social Studio report set to the last 7 days and the data mode set to upsert, will accommodate these changes to the data set for the rolling period.

The following table shows the fields from Social Studio and how they should be mapped to Intelligence's data model fields:

Note

Using the ‘FORMATDATE’ function strips out the timestamp, which is part of the Publish_Date dimension. If you want to view the data on an hourly basis, you can leave this format function out and just concatenate all Social Mention Fields. However, this would result in a significant increase in row consumption, which will likely be 1:1 (1 SS mention = 1 Intelligence row). If you do apply the ‘FORMATDATE’ function, the result would be, for example, 4.5 K mentions over a 7 day period = 321 Intelligence rows.

If you want to represent multiple keyword groups separately you need to schedule individual reports by Keyword Group.

Data Warnings

• Max download allowance in Social Studio is 500 K posts in one data pull, you may need to refine your Keyword Groups if you hit this limit.
• Even without Post ID you'll still return a row per mention