Data onboarding using Salesforce Marketing Cloud
Updated
To deliver the best customer experience, it is important that brands reach the right audience with the right message at the right time. This can be achieved by sending event-triggered communications to customers and prospects. For this, marketers need to have access to customer journey data. Customer journeys let brands meet the needs of customers and key prospects and reach them with relevant messages that address the actions they have taken at specific stages in the buying process. Sprinklr enables brands to onboard this data using Salesforce Marketing Cloud and segment it into targetable audience based on their behavioral and demographic attributes.
Key Capabilities with Salesforce Marketing Cloud
Salesforce Marketing Cloud provides a solution that enables marketers to import large volumes of data based on customer journeys.
Post one-time configuration, there is automated data transfer from lists in the folders on SFTP server of Salesforce Marketing Cloud to Sprinklr.
Salesforce Marketing Cloud uses SFTP (Secure File Transfer Protocol) for data transfers, which is both secure and flexible. With FTP as an intermediate layer, Sprinklr gives a two-layer of data security:
Hashing of data: The client can send over hashed PIIs.
Encryption: The client can send encrypted data to the FTP using the public key.
Before You Begin
You need to configure SFTP (Secure File Transfer Protocol) in Salesforce Marketing Cloud. To see steps to configure SFTP, click here.
When any client chooses to use SFTP, Salesforce Marketing Cloud creates a folder on the FTP server for their organization to use. This folder is for the organization only, so a special user ID and password are required to access the folder. This is not the same user ID and password used to log in to Salesforce Marketing Cloud.
Clients can onboard data from Salesforce Marketing Cloud’s SFTP to Sprinklr platform by following the below steps.
To Onboard Data Using Salesforce Marketing Cloud
Click the New Tab icon
and select Data Collection under Smart Audience Engine within Governance Console.
Hover over Install Connector in the top right corner.
Select FTP Connector from the dropdown.
Fill in the required fields in the Install FTP window.
Click Add in the bottom right corner.
Install Salesforce Marketing Cloud Connector - Field Descriptions
Fields | Descriptions |
Account Name | This is the name of the upload instance. It will be listed in the Data Collection. |
Host | This detail is specific to an FTP, and will be shared by Sprinklr with you or by your IT team with Sprinklr. |
Port | This detail is specific to an FTP, and will be shared by Sprinklr with you or by your IT team with Sprinklr. |
Username | This detail is specific to an FTP, and will be shared by Sprinklr with you or by your IT team with Sprinklr. |
Password | This detail is specific to an FTP, and will be shared by Sprinklr with you or by your IT team with Sprinklr. |
Directory | This detail is specific to an FTP, and will be shared by Sprinklr with you or by your IT team with Sprinklr. |
Data Type | Data that has a timestamp like product purchase or email click is categorized as Event. |
Schema Type | This defines the type of primary identifier in the file being uploaded: Email id, Twitter id, Phone number, Device id, etc. |
This should be same as the name of the primary identifier mentioned in the excel file. | |
Event Name Column | This helps the system identify Event column in the file. It is not mandatory if the Data Type mentioned earlier is Subscriber. |
Event Time Column | This is the Time Stamp field of the event. |
Email Column | Enter the name of email column from the file. |
Device Id Column | Enter the name of Device Id column from the file. |
Twitter Handle Column | Enter the name of Twitter handle column from the file. |
Hashed Email Column | Enter the name of hashed email column from the file. |
Phone Number Column | Enter the name of phone number column from the file. |
Dimension Type Identifier Measurement Type Identifier Date Type Identifier | The data being uploaded is either string, number, or date. It is recommended to identify columns with string data as Dimensions, one with numeric data as Measurement, one with date type data as Date. In the uploaded excel/CSV file, prefix the column name with an identifier. |
File Naming
You need to upload the file on FTP with nomenclature that has a time stamp so that Sprinklr can read which new files have been uploaded and fetch the same. Sprinklr supports multiple time stamp formats. You can name the file in Date Format or Epoch Format. (Please see the screenshots for file naming in both formats.)
File Format
The Primary Column Name should be same as the name of the primary identifier mentioned in the excel file.
It is recommended to identify columns with numeric data as Measurement and one with date type data as Date. In the uploaded excel/CSV file, prefix the column name with an identifier and mention the prefixes in the field descriptions in Install Upload via FTP window. Use m: for metric and dt: for date. If no identifier is mentioned in the column name, it is considered a Dimension by default. (Please see the screenshot for date identifier.)
Use Case
Scenario:
Suppose a high-end beauty brand has launched limited-edition custom-engraved fragrance bottles. It has run a few email campaigns targeting their wide customer base to make them aware. Now they want to boost conversion by running highly-tailored ads on social.
Use Case
To boost conversion, retarget only those users on social who have shown interest by clicking on the links in the email campaigns.
Solution:
Create a Salesforce Marketing Cloud segment of all the users who have engaged with the email campaigns. The email data is available through integration with Salesforce Marketing Cloud, the tool the brand uses for email marketing.
Activate the segment on Facebook.
Run carousel ads on Facebook targeting the activated segment of email engagers.
Salesforce Marketing Cloud Reporting and Analytics
Once the data is onboard using Salesforce Marketing Cloud, you can get an insight into subscriber trends and audience activity.
The Smart Audience Reporting Dashboard displays key metrics in real-time to demonstrate audience engagement with campaigns.
Below is the screenshot of the Smart Audience Reporting on the data imported from Salesforce Marketing Cloud.
Note Event Distribution: This widget shows the total daily event count and the distribution of the different events. |