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Session 6 of 8
Segmentation & Activation
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Forward Looking Statements
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September 8, 2023
Update on Voucher + Exam Tip session

Voucher Updates
Don’t miss the upcoming session on Wed, May 8th, we will share
all the details about Voucher Request Process

Bonus - Exam Tip Session

Conducting an additional Bonus Session on May 17th where we
will cover all the exam tip and important areas to focus.
NO need to re-register.
Today’s Agenda

Segmentation

Activation

Next Steps in PLC & Trailhead

Q&A
Your Salesforce Team

Deepthi Kamath Durgesh Dhoot Gaj Sisodia Zafar Mohammad

Partner Practice Partner Practice Partner Product Partner Practice
Development Development Success Development
The Big Picture: Implementation Themes
Related to the components of Data Cloud

Provisioning Insights & Analytics

Provision and set up Data Cloud instance, Derive insights from your mapped data,
users and permissions, configure explore and visualize it in the analytical and

Data Consumption
integrations to source/target systems, etc. business intelligence tools.

Data Preparation
Data Ingestion
Set up data streams bringing data into Data
Cloud from various supported sources and
applying necessary transformations

Data Mapping (Harmonization)

Map ingested data into the Customer 360
data model, making it available for
unification, segmentation and activation

Identity Resolution (Unification)

Configure rules for individual matching
across sources of data, establish preference
for unified attributes reconciliation rules
The Big Picture: Implementation Themes
Related to the components of Data Cloud

Provisioning Insights & Analytics

Provision and set up Data Cloud instance, Derive insights from your mapped data,
users and permissions, configure explore and visualize it in the analytical and

Data Consumption
integrations to source/target systems, etc. business intelligence tools.

Data Preparation
Data Ingestion Segmentation
Set up data streams bringing data into Data Turn mapped data into useful audiences or
Cloud from various supported sources and segments, to understand, target or analyze
applying necessary transformations customers at the unified level.

Data Mapping (Harmonization) Activation

Map ingested data into the Customer 360 Materialize created segments and publish
data model, making it available for to relevant activation/engagement
unification, segmentation and activation platforms. Trigger relevant business
processes based on data points identified
within Data Cloud. Consume and expose
Identity Resolution (Unification) data in relevant user experiences within
Configure rules for individual matching other systems .
across sources of data, establish preference
for unified attributes reconciliation rules
Segmentation
Segmentation Simplified

Segmentation is the process of

selecting profiles that share
common criteria.
Segmentation Simplified

The data we bring into Data Cloud helps to define

and enrich our profiles.
We can use that data to organize our profiles into
groupings called segments.
Everyone Uses Segments

Marketers use Segments Service teams use

to help target profiles for Segments to better focus
customer journeys and on customer needs,
more personalized resource allocation, and
experiences retention

Sales teams use Segments Analysts use Segments to

to help focus their efforts better understand
on prospects by propensity customer behavior, trends,
or stage, making them and identify opportunities
more efficient for both growth and risk
Our Data is Complex

Every profile has many

different relationships to
other Data Model Objects.
Segmentation
How it works
Segment on: Unified Individual
Segment Criteria: PreferredColor = Orange
Unified Individual

Individual 1 Individual 2
Segmentation
How it works
Segment on: Unified Individual
Segment Criteria: PreferredColor = Orange
✅ Unified Individual Result: This Unified Individual meets the
criteria and joins the segment.

Individual 1 Individual 2

✅
Segmentation in Data Cloud
Customer benefits of using Data Cloud for segmentation.

• Easy to Use. Simple drag-and-drop interface;

no code required.

• Performance. Fast segment counts enables

marketers to test and learn.

• Versatile. Create segments on any ‘Profile’

data object like Individuals, Accounts, Leads,
unified objects and custom objects.

• Flexibility. Create multi-layered segments via

nesting segments, exclusion criteria,
calculated insights and much more.
Anatomy of a Segment
‘Segment On’: ‘Publish Schedule’:
Which object to create the segment with How often the segment will be refreshed.

Segment Counts
Drag attributes or segments to the
canvas

Include/Exclude Canvas Tabs

Segment Canvas
^ Directly related to ‘Segment On’
DMO, e.g. ‘Individual’ attributes

Container-level criteria (Aggregation) Container

^ Has a connected relationship with Row-level criteria (Expressions)
the ‘Segment On’ DMO Attribute → Operator → Value

Nested
Note: only mapped data model AND/OR
attributes show up in segmentation logic
Anatomy of a Segment (cont.)

Expression Operators

The data type of attributes define which

operations can be used when segmenting.

e.g. Mapping an ingested number attribute to a

text attribute in a DMO means that number
operators won’t be available during
segmentation.

Attribute data types currently available: Text,

Number, Date, DateTime.

Full list of expression operators here.

Anatomy of a Segment (cont.) -
Aggregate Types

With containers, you can aggregate your segment based on entity number attributes.
Aggregate Type Requirements Illustration

As a marketer I want to segment for individuals who have made 2 or more

Count
purchases in our app or on our website in the past 3 months.

As a marketer I want to segment for individuals who have purchased more than 4
Sum
of our products in our app or on our website in the past 3 months.

As a marketer I want to segment for individuals who have and average order size of
Average more than 2 products for purchases in our app or on our website in the past 3
months.

As a marketer I want to segment for individuals who have purchased more that
Minimum
$100 in our app or on our website in the last 3 months.

As a marketer I want to segment for individuals who have spent more than $10 for
Maximum
delivery/shipping on purchases in our app or on our website in the past 3 months.
Container Paths
When a container has multiple relationship
paths with the ‘Segment On’ object, you can
select which path that container will use.

Example
An individual makes an in-store purchase,
and then submits a case to customer service
about that purchase.
When segmenting, choose whether the
container refers to the order or refers to the
case.
Container Groupings
Adding expressions to the same container or to separate containers results in different segments.

Example: Create a segment that includes every Individual that has opened the end of financial year
email campaign.

Logic translation: Logic translation:

✓
Include engagements Include records
where ‘Subject Line Text’ equals ‘End of Financial Year Sale’ where ‘Subject Line Text’ equals ‘End of Financial Year Sale!’ and ‘Email
AND Engagement Action’ equals ‘Open’ on the same row.
Include engagements where ‘Email Engagement Action’ equals
‘Open’

This segment would include all EOFY email engagements

(including those that were sent but haven’t opened), and would also
include all open actions across every email campaign.
Segment Types & Timings
Standard Publish Rapid Publish

Supported activation targets All targets Marketing Cloud only

Engagement data lookback window 2 years 7 days

(based on Event Time attribute) (based on Event Time attribute)

Can be used in segment nesting? Yes No

Publish Frequencies 12 hrs, 24 hrs 1 hr, 4 hrs

 Calculated Insights in Segments
Calculated Insights (CIs) can be used in segmentation
to generate audiences based on complex metric
calculations.
Example
An upcoming marketing campaign requires a segment
of all customers where their lifetime order value in the
glass category is above $20.

CI is created that joins Unified Individuals and order

data, and calculates a new measure called ‘LTV’ that
sums together order value across all order records that
include glass products.

Marketers can then drag the metric onto the canvas

and create the campaign segment.

Note: In order for a CI to appear in segmentation, it has

to reference the ‘Segment On’ object and the ‘Segment
On’ primary key attribute must be a dimension.
Nested Segments
Nested segments enables marketers to re-use templated criteria across multiple segments to save time
and to maintain consistency.
Example: Create a new segment for an upcoming womenswear email send.

Inner Segment: Outer Segment:

Includes all customers that are interested in Create a new segment and drag in the
womenswear (i.e. gender identity is female, or womenswear segment, then add criteria
their preferred category is womenswear). specific to that campaign (such as email
consent).

Note: ‘Segment On’ entity has to be the same for both inner and outer segments.
Value Suggestion
By default, when segmenting with text attributes the
end user types in values to search for. This can result in
incorrect segment criteria/counts.

Enabling Value Suggestion on a text attribute enables a

dropdown list of values for end users to make
segmentation easier and to minimise input errors.

Considerations

● Once enabled for an attribute, takes up to 24

hours to generate the suggested value list.

● Maximum 1,000 values displayed for an

attribute. If the limit is reached, list will show the
most frequently occurring 1,000 values.

● Values more than 255 chars aren’t suggested,

but can be searched for

● Maximum 500 Value Suggestion attributes can

be enabled per Data Cloud org
Segment Membership as Data Model Objects
Analyse or validate segment membership

For every profile DMO that has published segments,

two DMOs are created that track segment
membership:
1. ‘Segment Membership - Latest’
(Profiles included in most recent segment publish)
2. ‘Segment Membership - History’
(Profiles included in previous segment publishes)

These DMOs can be used in a number of ways:

• Test segment membership via Data Explorer to

ensure results are correct

• Analyse segment trends using Tableau

• Reference a customer’s segment membership

externally via Calculated Insights or via API
Want to explore more Examples?

Data Cloud Help Guide Trailhead Link - Segmentation

Click here to explore Click here to explore
Segmentation Basics
Things a Certified Consultant ought to know

● Only profile category DMOs can be segmented (e.g. Individuals, Unified

Individuals, Loyalty Members)
● Understand your Filter Principles:
○ Container: The object whose attributes are being filtered
○ Attribute Criteria: The attributes you’re filtering by
○ Aggregation Criteria: The amount of results needed
● Understand Segment types & timings
○ Standard Segments: Can refresh every 12 - 24 hours
○ Rapid Segments: For Marketing Cloud Only, can refresh every 1-4 hours
Troubleshooting Segmentation Errors
Error Suggestions
Segment references too many data lake Use a Calculated Insight (CI) to reduce the number of DLOs referenced by your segment.
objects (DLOs). Split a segment into multiple smaller segments.
Segment is too complex. Use a CI instead of many attributes and nested operators.
Use a CI instead of an attribute (data model object) with many relationships.
Combine text values into one Is In text operator.
Segment returns skewed data. Remove placeholder values like 0 or Unknown from source data before ingesting data into Data Cloud.
Segment is inactive. Copy the inactive segment to create a segment with the same population.
Too many segments are trying to publish at Wait for some segments to finish publishing and try again.
the same time. Change the publish schedule for some of your segments.
Segment population recount in progress. Wait for the recount to finish and try publishing the segment again.
Segment wasn’t processed. Contact Salesforce Customer Support for help.
Multiple population counts are in progress. Wait for the counts to complete and try again.
Improve the segment by making it simpler, using nested segments, or merging the containers, if possible.
Segment can’t be published. Simplify your segment by merging containers when possible. Use nested operators to merge the containers.
Ensure the DMO types are correct, especially for Engagement Type data. Incorrect DMO types can cause
timeouts and failures.
Segment count/population mismatch. Ensure date operators match with tenant timezones.
Check if the source data has drastically changed (significant additions, updates, or deletions).
If you use Calculated Insights in your segments and notice an unexpected increase or decrease in segment count
or segment population, check if any Identity

Help Docs for the latest…

Activation
Data Cloud Activation Simplified

Activation is the process of delivering a payload of segment members

and their supporting attributes to a connected Activation Target.
Activation
How does a segment reach an activation target?

1 Segment

1 2
2 Activation Target

3 Personalization Attributes
(Party Attributes and Contact Points)

Segment Activation
Activation
Activation Targets
Activation Target
Activation Targets
Locations where a segment’s data can be sent during activation

Cloud File Storage (Amazon S3) External Activation Platform

● Requires S3 access key and secret key. ● Google Ads
● S3 credentials must have the following ● Meta
permissions: s3:PutObject, s3:GetObject, ● AppExchange
s3:ListBucket, s3:DeleteObject,
s3:GetBucketLocation.
B2C Commerce Cloud
● Automatically created when instance connected
Marketing Cloud
to Data Cloud
● Business Units can be added/removed
● Activations to Shared Data Extensions
Personalization (Interaction Studio)
● Automatically created when instance connected
Data Cloud
to Data Cloud
● Activations can be published back into Data
Cloud DMOs for use with Flow, API-integrations,
LWCs, etc.
Activation Target Considerations

Activation Target Name Target Destination Notes

MC Engagement Shared DEs BU Aware

Activate 1:1 Attributes

MC Personalization User Segments Check Segment Names

B2C Commerce Commerce Customer Groups Activation Target automatically

created for Commerce Cloud

Amazon S3 Buckets Activate 1:1 Attributes

JSON contains the metadata of
the Segment

Advertising (MC Ads Studio) Shared DEs

Segmentation & Activation are Different Processes

…and why it matters

 Why is Activation a Separate Step?
Segment as a basis for multiple activation use-cases with their own unique data needs

Segment 1 Segment
Members

Email Platform Direct Mail

Web 3 Activations
Personalization (different Targets)

Segmentation and activation use different filters for different purposes. Apply filters to a segment to narrow your audience.
Use activation filters to narrow down relevant values with related attributes that personalize messages.
Segmentation vs Activation

Segmentationlooks
Segmentation looksatatallallpossible
possiblerecords Activation picks records associated with
Activation picks records associated with
records
under under
the unifiedtheindividual
unified individual
that meet the channel and makes a selection
the channel and makes a selection based
that meetcriteria.
audience audience criteria. based on Source Priority
on Source Priority
“Is there any record under the unified individual
whose preferred color is blue?” Individual ID from the activated Contact
Unified Individual Point will be used as subscriber key in
SFMC
“Emails sent to this email having a higher
engagement rate”
Individual 1 Individual 2 Sendable Data Extension
What does Data Cloud activate for Unified Individuals?
A simple example with one source Individual & one email record
Contact Unified
Individual
Point Email Individual

Mapped w/
CPEmail.ID “2345_email_1” CIM Relationship Individual.ID “1234” Profile.UUID “fkls-slks-qwnf-slvq”
CPEmail.Party “1234” FName “James” FName (Reconciled) “James”
Email Address “[email protected]” LName “Wentz” LName (Reconciled) “Wentz”
Outdoor Interest “Hiking” Outdoor Interest (Reconciled) “Hiking”
Email Address (Reconciled)

Activated Payload to Marketing Cloud…

CPEmail.Party (Individual.ID) “1234” MC Subscriber Key in Sendable DE from
non-unified Individual
CPEmail.EmailAddress “[email protected]” Email Address string value from non-unified
Individual’s related Contact Point Email Record

FName (Reconciled) “James”

LName (Reconciled) “Wentz” Unified Individual/Profile’s Reconciled Attribute
Outdoor Interest (Reconciled) “Hiking”

Data Cloud activates a HYBRID payload combining Unified & Non-Unified Individual Attributes
Activations & Contact Point Source Priority
How the rules work, and what to expect
Behavior for selecting a
Contact Point

1. Source Priority / Type

2. Einstein Engagement Score
3. Lowest Numerical Id

Contact Point Party Id = Subscriber Key

Contact Point Email Address = Email
Activation & Contact Point
Key takeaways

1 Reconciliation in Data Cloud does NOT mean we’ve created a “Golden Record”

2 Activation uses a combination of Individual (non-unified) attributes

& Reconciled (Unified) attributes

3 The Activation sent to Marketing Cloud (or any activation target):

• will NOT always match the locally mastered Subscriber PII
• will NOT always include an opted-in Email Address or Phone Number
• Should be validated and likely post-processed with Queries & Automations
• To include PII matching the Subscriber Master DE
• To verify the correct Email Address for that Subscriber Key was included
• To verify that Subscriber opted-in to receive this messaging/campaign
Building Activations
Contact Points

Marketing Cloud Cloud File Storage Personalization External Activation

Must choose one of The following are (Interaction Studio) Platform
the following: available (none The following are The following are
● Email Address required): available (none available
● Mobile App ● Email Address required): (requirements vary):
● Phone Number ● Phone Number ● Email Address ● Email Address
● Phone Number ● Phone Number
● Mobile Advertiser
ID (MAID)
● Over-the-top
(OTT) ID

Source priority order determines which value is activated when multiple values are available.
 Tip
Building Activations Understand how you can
modify attribute names durin
g
Additional Attributes activation

Up to 100 of the following types of

attributes can be added to an activation.

Attributes can be:

● The Activation Membership object
● From any object in the DMO if there’s a path
to that object from the Activated On object,
and all the relationships along that path are
either 1:1 or N:1
● Calculated Insights

Fields used in activation can be updated with

a preferred attribute name to align the output with
the activation target requirements.
Activation Process
How does a segment reach an activation target?
 Tip
Calculated Insights Understand what gets activ
ated

Use in activation when adding a CI

● Calculated Insights metrics can help

drive content personalization in
Marketing Cloud
● Add dimension filters to your
Calculated Insights metric for more
granular insights on an activation.
● Calculated Insights includes two
different categories when creating
metrics:
○ Aggregatable - dimension filters are
optional
○ Non-aggregatable - at least one
dimension filter is required to narrow
down the attribute to one specific
value

Only CI Metrics can

be activated
Additional Attributes

Expand personalization capabilities for

messaging and journeys
• Choose direct (e.g., name) and one-to-many
related attributes (e.g., loyalty status and
products purchased) during activation to
supercharge messaging content

Unlock cross-cloud data

• Enable additional use cases using related
attributes from marketing and non-marketing
systems
 Related Attributes
Use in activation to send more personalized communications by applying
related attributes and filters

● Related Attributes can help drive

content personalization in
activations to Marketing Cloud
and Amazon S3
● You can drag related attributes
onto any new or existing activation
● Add related attribute filters to for
more control of values included
in activation

“In addition to your Individual attributes,

give me information
about your next train ticket…”
Related Attributes Activation

A. Users can only select attributes following one

path. When selected, only attributes from a
child DMO can be included.
B. If there are multiple paths available from the
DMO to the Activate On membership,
selecting the correct one is important.
C. Once you have selected an attribute via a path,
other paths will be disabled in the ALM.
D. The DMO that you’ve selected the attribute
from is important and limits what filters you
can apply.
 Podcast Creative Toolkit EMEA

Related Attribute Activation Considerations

● Can only use for Activations to MC and S3

● Mindful of Guardrails & limits

○ Choose up to 30 activations with related attributes
○ Segment must contain less than 10 million records
○ You can traverse upto 4 hops for related objects
○ 90-day lookback window (for engagement-based related attributes)

● Filter on Related Attributes

○ Different than Segmentation Filters
○ Segmentation filters to find users who qualify for the segment
○ Activation filters to find attributes for message personalization

● Using Related Attributes

○ Related Attributes are stored as JSON
○ Within MC, use SSJS, GTL, or Ampscript to parse for message personalization
○ For Journey Decisioning, split data to bring data into your Contact Model
Troubleshooting Activation Errors

Error Suggestions
Required fields don’t have a value ● Complete the required fields

● Use an email address with an @ and .

Invalid email address
● Use an email address that's fewer than 254 characters

Invalid date ● Use a date as MM/DD/YYYY or DD/MM/YYYY

● Use a locale to define the country of the subscriber. For example: A resident of the U.S. who speaks
Invalid locale
English would receive the en-US locale value

● Use a phone number as ###-###-####

Invalid phone
● Use a phone number with the correct country code number

● Determine if the field still exists in the data extension. Modify the field mapping if the data
Field not found
extension schema changes

Invalid field count ● When you import a data extension, make sure the number of fields is correct

Invalid decimal ● Use a value within the length range. For example: The length is 3 and the value is XXX or XX.X

Help Docs for the latest…

Data Actions
Data Actions

Data Actions are the product of Streaming

Insights. They contain smaller streaming payloads
of activated data to a connected system.

Streaming Streaming
Action Rules Data Action
Data Source Insight
Data Actions
Respond to customer actions and events in Real-time/Near Real-time

Streaming
Streaming Data Insights Webhook
(Mobile & Web SDK) Single Event or Events in (API Call)
Timed Window
Configure Data Action
(Rule) Salesforce
Data Action Target Platform Event
(Destination)

Data Model Object SFMC Journey or

Change Data Capture
Message

Calculated Insight
Change Data Capture
Data Action Examples

Here are a few examples of near real-time, event-driven use cases enabled by data actions.

● Action-informed engagement: A customer purchases an item that’s complex to install and

searches for “Installation Manual” on your website. You can send the customer an email with
a how-to video or installation instructions.
● Service and support: A customer visits multiple troubleshooting pages in a specific time
window. You can automatically log a case for the customer.
● Financial services: A customer purchases a product on your website worth over $1,000. You
can trigger a customer journey event.
● Account engagement: A customer selects several items and places them into their cart, but
doesn’t purchase them. You can trigger a journey to urge the customer to complete the
purchase.
● Location-based engagement: A customer checks into a hotel. You can send the customer a
journey with prompts to visit the hotel bar or check out luxury vacations and activities.
Let’s Compare: Activation and Data Actions
Activation Data Action

Typical Users Marketer Data aware specialist / architects and data engineers

Data Action is the process that sends alerts/events to

Activation is the process that publishes a segment
Usage targets such as Salesforce core or webhook based on
to activation platforms
Streaming Insights, CDC & Engagement Data

Scheduled Activation of large segments with Key focus on Event-Driven automations

Timing
millions of profiles and data integration

Near-real time events and Insights at channel, product,

Activating a Segment with relevant profile attributes
Primary Focus account, service, sell, fulfillment, engagements, payments,
and metrics
individual etc.

Activation sends Data Cloud IDs to activation Data Actions trigger based on real time insight
Payload Context targets, decorates the audience with contact points, and do not push historical data or expand substantially
appends attributes and insights etc. with additional context

Activation Targets include SFMC, SFCC, GCS, S3, Data Action Targets includes Salesforce Core Mulesoft,
Target
SFTP, Data Cloud DMO, External Platforms Webhook, SFMC
 Leverage Data Cloud in Core
Data Systems
Enhance Leads and Contacts Enrich Contacts and Leads with DMOs available in
No Code with Data Cloud Related Lists Data Cloud Copy Fields Lightning App Builder
CRM

Cloud Storage
Amazon S3
Data Cloud
Google Cloud
Microsoft Azure
Launch Flows from
Data Actions
Data Cloud-Triggered Flows
with Platform Events
Data Lakes & Warehouses & DMOs in Get Records

Snowflake
Low Code
Google BigQuery

Mobile & Web

APIs & SDKs

AI Algorithms
Bring your Own AI!
Query and Access Custom User Experience Integrate with
Legacy Systems SOQL/Apex - where sensible with LWC Components Direct & Connect APIs

Pro Code
“Activate” your Data
Different ways to get Value from your Data

Analytics & ML - Deliver Consume

Act on your Data
Insights Predictions Data Cloud

Calculated Insights Segmentation Einstein Studio SOQL

Tableau Activation BYOM (Build your APEX
CRM Analytics Data Action own Model) with LWC
Amazon Sagemaker
MC Intelligence Data Cloud and Google Vertex API
Triggered Flows
CRM Enrichments
Next Steps
Your Homework for Next Time
Goal (Homework) post this call -
Trailhead
Navigate to the Trailmix
1
● Unlock Your Data with Data Cloud

2 Complete Activities
● Module: Quick Start: Create a Data Cloud Segment
● Module : Segmentation and Activation
● Demo : Watch: Act on Data
● Demo: Watch: Demo: Create a Data Action
● Knowledge Check: Segment and Gain Insight

Bookmark -> Program Guide

sfdc.co/DCAcademyGuide
Goal (Homework) post this call -
Partner Learning Camp

➔ Complete
● Activity: Configure and Validate Segments
● Activity: Publish and Activate Segments
● Knowledge Check lll: Data Cloud Practical
Experience
Q&A
We will try to answer most of queries here in this sheet:
http://sfdc.co/DCAcademyQnA

Bookmark -> Program Guide

sfdc.co/DCAcademyGuide
Thank you
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