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Journeys and Automations in Marketing Cloud Engagement
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            Journey Builder Split and Join Activities

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            3. Engagement: Journey Builder and Automation Studio

            Journey Builder Split and Join Activities

            Journey Builder’s split activities allow you to customize a contact’s path through a journey. The join activity allows you to bring contacts from two or more paths into a single path.

            Engagement Split: Determines a contact’s journey path based on their interaction with your message, such as opens or clicks.

            Example
            Example A marketer at Northern Trust Outfitters (NTO) wants to send a holiday coupon offer message to NTO customers. The marketer intends to send an email message when customers enter the journey and measure engagement. Then the marketer wants to send another email to customers who don’t open the first one. To ensure that all customers in the journey get the message, the marketer uses an engagement split activity.

            Decision Split: Determines a contact’s journey path based on their data attributes. For instance, to customize the experience for silver, gold, and platinum-level customers, you can use a decision split.

            Example
            Example A marketer for a healthcare provider prepares a journey for its patients in three different US states. The healthcare provider sends different messages to patients depending on their state of residence. The healthcare provider uses a data extension that contains user information for all users in the tri-state area as its entry source. The marketer creates a separate data extension called StateOfResidence that includes only the contact ID and state of residence for each contact.

            Random Split: Selects the journey path for each contact randomly. You determine the percentage of contacts assigned to each path.

            Example
            Example A regional grocer wants to encourage more customers to subscribe to their emails advertising their weekly specials. As an incentive, their marketer creates a campaign to send $10 off certificates to 20% of new subscribers during the month of June. They create two versions of their subscription confirmation message; one with the certificate and one without. Then they create a journey that includes a random split. They configure the split so that 80% of contacts receive the confirmation messages without a certificate and 20% receive the certificate.

            Einstein Scoring Split: Customize the contact’s journey based on specific engagement levels or personas. For more information, see the Einstein Engagement Scoring Personas help page.

            Einstein Frequency Split: Segments contacts automatically, then sends each contact on a split path based on the engagement frequency that’s individualized for them.

            Join Activity: Merge contacts from two or more paths into a single path.

            • Configure an Engagement Split
              The Journey Builder Engagement Split activity sends contacts down a Yes or No path based on whether they open the email or click a link or if the email bounces.
            • Configure a Decision Split
              The Decision Split activity in Journey Builder evaluates contact journey data, then sends each contact down a path based on the filter criteria you set. The paths in a decision split are evaluated in succession from top to bottom. Contacts who meet more than one set of criteria for a path follow the path they qualify for first. Contacts that don’t meet conditions to follow one of the paths you configure follow the Remainder path.
            • Configure a Random Split
              Journey Builder’s Random Split activity divides contacts in the journey into random groups. Contacts are grouped in up to 10 configurable paths that you create. As each contact reaches the activity, the contact is assigned a path at random based on the distribution that you select.
            • Configure Einstein Scoring Splits
              Use the Einstein Scoring Split activity in Journey Builder to segment customers into logical split paths according to prebuilt Einstein personas. Each persona is built on engagement score segments.
            • Configure a Join Activity
              Use a Journey Builder Join activity to bring contacts from two or more paths into a single path.
            • Configure a Frequency Split
              Journey Builder’s Frequency Split activity sends each contact down a path based on their individual engagement frequency. Real-time engagement analysis enables Einstein to automatically segment contacts, even in a running journey.

            See Also

             
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