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Set Up Personalization Features in Marketing Cloud Next
When you personalize marketing messages using merge fields or dynamic content, you can improve the customer experience and increase engagement. Before you can start personalizing content, set up Personalization and configure a data graph based on the Unified Individual object. A data graph is also necessary for personalizing flow decisions.
Required Editions
| Available in: Salesforce Enterprise and Unlimited Editions with Marketing Cloud Next Growth or Advanced Edition |
| User permissions needed | |
|---|---|
| To set up Personalization | Data Cloud Architect permission set AND Salesforce Admin profile AND Marketing Cloud Admin permission set |
| To create a data graph: | Data Cloud Architect permission set |
| To select a data graph in Marketing Cloud Next setup: | Data Cloud Architect permission set AND Salesforce Admin profile AND Marketing Cloud Admin permission set |
Set Up Personalization
To create dynamic content in your marketing emails and measure the effectiveness of personalized emails in your marketing campaign, first set up Personalization.
- From Setup, in the Quick Find box, enter Customer and select Customer Engagement.
- Click Go to Personalization Setup.
- Click Start Setup.
- Select the data space for your marketing data and click Deploy.
- To view personalization metrics, enable CRM analytics and install the Personalization Pipeline Intelligence dashboard.
Configure a Data Graph
To choose which attributes to use for personalization in marketing content and flow decisions, start with a data graph that’s based on the Unified Individual object. How you configure the data graph determines what data points are available when defining targeting rules for dynamic content or cross object merge fields.
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In Data 360, create a data graph with these
customizations.
- Select the data space for your marketing data.
- For the primary data model object (DMO), select Unified Individual, which consolidates an individual’s multiple lead and contact records into one record.
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Next to Unified Individual object, click the plus icon to expand the related
objects.
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Add these required fields. Click the plus icon to expand an object, and, in the
right panel, select fields for each related object.
Related Object Required Field Unified Individual > Unified Link Individual > Individual Individual ID Unified Individual > Unified Link Individual > Individual > Contact Point Email Email Address Unified Individual > Unified Link Individual > Individual > Contact Point Phone Telephone Number - Select any additional objects and fields to use for personalization, such as Account > Account Name.
- From Setup, in the Quick Find box, enter Customer and select Customer Engagement.
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In the Configure Basic Personalization section, from the Data Graph dropdown, select
the data graph that you created.
In the Marketing app, without Salesforce Personalization, you can use only one data graph at a time.
Now the objects and fields you selected are available to use in merge fields and flow decisions.
If you edit your data graph or switch to a different data graph in Marketing Cloud Next setup, the updated data graph applies only to future content and campaigns. You can't reuse personalization points created for one data graph with a different data graph.
