You are here:
Personalization Data Shared with Data 360
Marketing Cloud Personalization shares Unified Customer Profile, event, and catalog data with Data 360.
Unified Customer Profile Data
Marketing Cloud Personalization builds a Unified Customer Profile for each known and anonymous user in real time. Personalization uses data it collects with the Marketing Cloud Personalization module of the Salesforce Interactions SDK, Mobile SDKs, real-time API events, and ETL data feeds. The Unified Customer Profile can contain multiple identifiers for a user, as well as contextual and demographic data, event data, cross-channel engagement data, and affinities. Using the Data 360 Connector, Personalization can share this data with Data 360 to enrich its user profiles.
Personalization shares the following Unified Customer Profile data:
- System-defined identity attributes:
- Profile ID
- Email address
- Customer ID
- Salesforce Marketing Cloud contact key
- Custom user profile attributes
- System-defined anonymous profile flag
As users interact with various engagement channels, Personalization collects data and places it in a real-time cache. Upon cache expiration, Personalization sends the latest Unified Customer Profile data to Data 360. Personalization sends all custom user attributes for a profile to Data 360 regardless of whether the attribute was included in the event payload.
| Channel | Shared Profile Data |
|---|---|
| Marketing Cloud Personalization module of the Salesforce Interactions SDK | Profile records and attributes are sent after a Salesforce Interactions SDK event. |
| Mobile SDK | Profile records and attributes are sent after a Mobile SDK event. |
| ETL Data Feeds | An ETL data feed updates Profile records:
|
| Event API | Profile records included in Event API calls are shared. |
Event Data
Personalization shares the following event data:
- Events that include an ItemAction value are passed to Catalog Event, Cart Event, or Order Event object. Examples: View Item, Add to Cart
- Events that include only an Action value are passed to Base Event object. Examples: Search, Page View, Click
When Personalization sends event data, it includes user attributes, such as emailAddress and customerID, only if they’re part of the original event payload. If the attributes are missing in the event data, you can retrieve them from the corresponding user record.
Personalization sends event data immediately after receiving an event. Shared event data includes events collected from the Salesforce Interactions SDK, Mobile SDK, and Event API.
Mapping of ItemActions from Personalization objects within Data 360 includes the following:
| Data 360 Data Lake Object | Personalization Item Actions |
|---|---|
| Catalog |
|
| Cart |
|
| Order | Purchase |
| Base Event | Base events include events that feature only Actions, or ItemActions that don’t fit into the other three categories of this table. Examples include Home Page Visit and Email Signup. |
Catalog Data
Personalization doesn’t share the full catalog with Data 360 through the Data 360 Connector. To build a segment based on a specific ItemID from Personalization, use one of the following methods:
- Reference the applicable ItemID (not Item Name) while defining your segmentation criteria.
- Manually upload and map the catalog data from Personalization into the Data 360 data model for reference in segment definition.
Catalog Events
- Dimension name from an event populates ItemType in the Catalog Event object.
- ItemID from an event populates ItemID in the Catalog Event object.
