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Get Started with Journey Builder

Learning Objectives

After completing this unit, you’ll be able to:

  • Navigate to the Journey Builder app.
  • Describe key features of the Journey Builder dashboard.
  • Describe key features and functionality of the Journey Builder canvas.

Marketers use Journey Builder to create and manage a variety of responsive, automated, multi-channel marketing campaigns, including:

  • Welcome campaigns for new customers who subscribe or opt-in.
  • Promotional campaigns for new products, services, sales, or special events.
  • Re-engagement campaigns for customers who abandon their cart or search.
  • Retention campaigns for customer birthdays, anniversaries, or renewal dates.

Get to Know the Journey Builder Dashboard

Before we dive into the application, it’s important to understand that while Journey Builder is powerful and effective, it’s not a stand-alone product. Journey Builder uses the content and audiences you created in Email Studio, Mobile Studio, Social Studio, Advertising Studio, Content Builder, and Contact Builder within the Marketing Cloud in order to do its work.  

To begin using the Journey Builder application, log in with your Marketing Cloud username and password. If you’re not a Marketing Cloud customer or Journey Builder is not enabled in your account, don’t worry. In this and subsequent modules, we show you lots of screenshots and give you step-by-step instructions so you can see just how easy it is to navigate and use Journey Builder.

  1. Go to mc.exacttarget.com.
  2. Enter your Username.
  3. Enter your Password.
  4. Click Log In.
  5. In Marketing Cloud, hover over Journey Builder in the top navigation bar.
  6. Click Journey Builder.

The Journey Builder Dashboard is the first thing you see when you launch Journey Builder. It provides an overview of current journeys.

You’ve arrived! Now, let’s explore the components of the Journey Builder dashboard.

  1. Journey Folders: Store journeys in folders so they’re easy to find. You can organize your journeys immediately after creating and saving them, or you can add journeys to folders from the Journey Builder dashboard at any time.
  2. Journey: View a list of all journeys or the journeys available within each folder. This list includes status, performance, and when the journey was last modified.
  3. Analytics: View basic analytics including how many journeys are meeting their goals and your highest and lowest performing journeys.
  4. Search Journeys: Looks at journey titles and descriptions to help you find specific journeys.
  5. Create New Journey: This is your starting point to create a new journey from scratch or a template.
  6. Entry Sources: View the entry sources previously used for your journeys. Entry sources can be unique or shared among journeys. From here, you can also test, copy, or delete entry sources.
  7. Journey History: Use the ContactID to view a contact’s, path through a journey, or journey version.
  8. Journey Templates: Contains predefined, editable journeys that show in-context guidance based on common use cases and marketing best practices. Get a head start creating your journey with Journey Templates.
Note

Note

More detailed Journey Analytics are available to customers who enable the Google Analytics 360 Integration to their Marketing Cloud account. Contact your account representative for more information.

Explore the Journey Builder Canvas

Now that you’ve toured the Journey Builder dashboard, let’s take a look at the Journey Builder canvas. The canvas looks slightly different depending on the status of the journey. Let’s start by looking at a journey in draft status. Click Create New Journey or click an existing journey draft. We’ll discuss how to create journeys in an upcoming module. Right now, let’s focus on what’s  available on the canvas.  

Journey Builder canvas showing a draft welcome series journey. The activities plan, title, version, and toolbar are highlighted.

The canvas has four components:

  1. Journey title and description
  2. Entry sources and canvas activities
  3. Journey Canvas
  4. Journey Builder toolbar

Let’s look at these in more detail.

Journey Title: The first thing you notice is the title and a description of the journey you’re viewing. If you are creating a new journey, add a title and description here. You will also see which version of the journey you’re viewing. If there is more than one version, you can click to see other versions. We’ll talk more about journey versions later. 

Entry Source: This tells Journey Builder the data source for a particular journey. Entry sources include Data Extensions, API events, audiences, CloudPages, Salesforce data, or events. All journeys must begin with an entry source.

Entry sources applied to a journey can include: data extensions, API events, audiences, CloudPages, Salesforce data, and events.

Canvas Activities: These are available message actions, decision points, updates, or a combination of these elements that guide the customer journey until the customer reaches a goal or the endpoint of the journey. 

  • Message Activity: Includes email, SMS, push notifications, or any other form of content sent to your contacts.
  • Advertising Activities: Ad Audience allows you to build an advertising audience in Journey Builder. Ad Campaign allows you to create an advertising audience and a simple Facebook advertising campaign without leaving Journey Builder.

Message activities used in a journey include: SMS, Push, Email and other content sent to your customer.

  • Flow Control Activities: Flow control activities are how you manage your contact’s experience through the journey.

    • A Wait activity pauses your customer between activities for a certain amount of time before they move to the next activity. During Wait activities, Journey Builder evaluates customers to see if they have met a goal, reached criteria for a decision split, or engaged with a message.
    • Use Split activities to customize the path a customer takes based on their interactions with messages or other actions, either randomly or by using Einstein.
    • A Join activity returns contacts to the original path after they’ve gone through a split activity that separated them from the original path.
    • Use the Wait Until activity to pause your customer between activities for a period of time set by you.

Flow controls used in Journey Builder include: Decision Split, Random Split, Engagement Split, Join, Wait, and Einstein Split.

  • Customer Updates: This activity prompts the Marketing Cloud system to update a contact’s information in a data extension.

You can update a customer’s contact information without leaving Journey Builder.

  • Sales & Service Cloud Activities: Use these activities to interact with Salesforce Sales & Service Cloud within Journey Builder. These activities are only available in accounts that have the Marketing Cloud Connector installed.

Sales and Service Cloud activities available for use within a journey include: Task, Opportunity, Lead, Contact, Case, Campaign Member, Account, Object Activity, and Convert Lead. These activities are only available for accounts that have the Salesforce Marketing Cloud Connector installed.  

Journey Canvas: The Journey Canvas is where you drag and drop canvas activities to build the customer journey--in other words, where the magic happens. We will go into more detail when we create a journey in an upcoming module.

Journey Builder canvas showing a draft welcome series journey. The builder, plan, title, version, and toolbar are highlighted.

Journey Builder Toolbar: Finally, the toolbar shows the status of the journey you’re viewing. This is also where you manage the journey you’ve created.

  • Undo, redo, copy, and paste actions related to the journey plan.
  • Toggle open or close the sidebar containing canvas activities.
  • Turn on guidance.
  • Set a goal.
  • Define exit criteria.
  • Edit settings.
  • Save, validate, test, and activate the journey.

The toolbar available when a journey is in draft status. It contains the ability to undo, redo, copy, paste, toggle the builder, set a goal, set exit criteria, adjust settings, save, validate, test and activate the journey.

We’ll talk in more detail about all of this functionality when we build out a customer journey in an upcoming module. 

View an Existing Journey

Now let’s take a look at the journey canvas when a journey is running or stopped. 

Journey Builder canvas showing a stopped abandoned cart journey. The number of contacts who have made it through each step is highlighted. The toolbar contains a button that allows a marketer to check the journey’s health.

The primary difference between a stopped journey and a running one is that your builder containing entry event and canvas activity options is hidden. However, now you can see how many contacts completed each step in the journey (1). The toolbar (2) now provides the option to stop the journey if it is running, or start a new version of the journey. You also have the ability to check the overall health of your journey.

Now that you’re familiar with the Journey Builder app, you can begin putting the principles you learned in the Customer Journey Basics module to work.

Resources

Copyright

Rights of ALBERT EINSTEIN are used with permission of The Hebrew University of Jerusalem. Represented exclusively by Greenlight.

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