Personalization Data Integration Considerations

User Data

User Identity Data

Everything begins with user identity. Understanding who each visitor is and what motivates them is critical to connecting on a one-to-one basis. Personalization profiles update in real time as actions occur, and those updates then feed into Data 360. Load identity data into both Personalization and Data 360 so that the data is available for lookup and merge in both platforms.

• Profile data is shared between Personalization and Data 360.
• Profiles are updated based on changes to shared attributes.
• The profile ID is a built-in, common identifier available across both apps. The profile ID is:
  • Similar to the subscriber ID in Marketing Cloud Messaging and Journeys.
  • Generated by Personalization in real time for each new anonymous and named user profile.

User Profile Data

There are three groups of user profile data to consider using:

• User attribute data
• In-store transaction data
• Offline engagement data

User Attribute Data

• Personalization has a limit of 100 attributes per dataset, so plan to load only those attributes necessary for real-time personalization in Personalization.
• Data 360 doesn’t have an attribute limit. You can import your full set of attributes to the data lake.
• User data that's loaded into Personalization appears as a segment or as a user attribute.
• User attributes, such as emailAddress and customerId, are included with event records only if they’re part of the original payload. You can add these attributes to events by retrieving them from the user record.

Examples of calculated insight data from Data 360 that you can bring into Personalization, and then use as attributes, include:

• CRM data, such as the number of open cases or opportunities
• Loyalty Cloud Score
• Expressions used to derive sliding window calculations, such as:
  • Days until renewal
  • Points until next reward
  • Number of open opportunities or cases
  • Engagement scores from Einstein Messaging and Journeys

In-Store Transaction Data, Offline Engagement Data

Artificial intelligence is only as good as the data that feeds it. Adding in-store transaction data and offline engagement data into Personalization increases the amount of raw data available. Raw data informs Personalization’s Einstein Recipes and the Einstein Decisions machine learning algorithms so that they can better decide which information to return to users.

• Load in-store transaction data and offline engagement data into both Personalization and Data 360.
• Personalization requires transaction and engagement data to inform Einstein Recipes and Einstein Decisions machine learning algorithms.

Channel-Specific Data

Web and Mobile Tracking Data

Use the Marketing Cloud Personalization module of the Salesforce Interactions SDK and Mobile SDK to collect behavioral data and drive real-time interaction. The Personalization Connector for Data 360 passes the following information:

• Identities
  • Profile ID
  • Other identity information included in the event payload
  • Examples: Product View, Add to Cart, Purchase
• Web actions from the event call
  • Examples: Product View, Add to Cart, Purchase

Note The Personalization Connector doesn’t currently share mobile actions, time spent, and detailed catalog behavior data with Data 360.

Campaign Engagement Data

Load Marketing Cloud email campaign engagement data, including sends, opens, and clicks, directly into both Personalization and Data 360

• Personalization stores email campaign engagement data as a campaign object.
• You can also use the campaign object to associate web and mobile behavior to the email campaign and then target continued messaging. For example, consider User A who received your holiday email campaign, but didn’t open the message. Personalization tracks that behavior so when User A lands on your site, you can personalize the experience to reflect User A’s lack of engagement with the holiday campaign.
• Load individual campaign interaction data directly into Personalization using the integration through Automation Studio, and into Data 360 using the Marketing Cloud Engagement Email starter bundle.
• Load aggregate email engagement data, such as members of a segment called “Highly Engaged Email Subscriber,” into Personalization using a Data 360 Calculated Insight expression. Store aggregate email engagement data as a Personalization user attribute so you can use the data for targeting.

SMS and Push Engagement Data

• Load aggregate SMS and push engagement data, such as opens in the past 30 days, into Personalization using Data 360 Calculated Insights.
• Store SMS and push engagement data as a user attribute in Personalization.
• You can use SMS and push engagement data to review total message saturation across all channels. Use Data 360 to aggregate email, SMS, and push engagement data across those channels. Share the number of messages received across all channels to Personalization as an attribute.