#Marketing Cloud Engagement7 debatiendo

Good question, and one I'd like to answer properly, but the honest answer is that the shape of what you build changes completely depending on a few things you haven't told us yet. So let me ask rather than guess. 

First, a snag in the input list. You've got conversion rate, AOV and revenue generated as separate inputs. Those can't all be independent, either revenue is derived (contacts × CR × AOV) or it's measured from actual order data. If both, the calculator can disagree with itself on day one. Which is it meant to be? 

Is this a forecast or a scorecard? A pre-launch business case with sliders and ranges, and a post-launch "what did this actually earn us" report, are two different artefacts. Same formulas, completely different data sources and completely different build. Most of these tools get abandoned because they try to be both. 

Are your journeys always-on or campaign-shaped? For an always-on journey, ROI isn't a number, it's a curve. Contacts keep entering, conversion rate drifts, build cost is sunk and shrinking per contact over time. You'd need entry cohorts and a payback view, not a single figure. 

Do you already have holdouts running? This is the big one. Without a control group you're not measuring incremental anything, and no amount of formula design fixes that. If you do have them: are they persisted per contact, or re-rolled with Random Split on each entry? And is there a global holdout as well as per-journey ones? (Per-journey lifts don't sum to portfolio lift, and the gap matters.)

Where do revenue and cost data actually live? MCE has neither revenue nor margin nor cost of goods. That pushes the actuals half of this toward Data 360 / your warehouse / Tableau, with MCE contributing engagement and holdout membership. Is that available to you, or are you constrained to build inside MCE? 

Who owns the cost-avoidance assumptions? Cost avoidance is where business cases go to get manufactured. If Finance hasn't signed off on "cost per deflected call," it's a soft number and should be flagged as one. 

One last thing, said kindly: most of this question isn't really MCE-specific. Incrementality design, control-group methodology, margin vs revenue, cost-avoidance taxonomy: that's marketing measurement, and it would be true if you were running Braze or a spreadsheet. The genuinely MCE-shaped slice is narrow: how to persist a holdout flag so it survives re-entry, how to get engagement data out into something that can join it to orders, and whether a Cloud Page + assumptions DE is a sane place to put the front end. Happy to go deep on that slice here, since that's what this group is good at. 

For the measurement-design half you'll get better answers where the analytics and architecture folks hang out. The Marketing Architects group, or a Data 360 / Tableau group. Genuinely worth cross-posting; it's a good question, just a two-venue one. 

Tell me which of these apply and I'll happily go into the formulas with you.

Your Salesforce AE should be on top of which SKUs are to be included here, as this can change quite frequently. The bottom line is, the MCE+ SKU is free of charge, but only includes very basic consumption. Once you start ingesting data to Data 360, running identity resolutions and unifications, as well as segmentations, the cost can quickly go up. So it is important to move slowly, and keep an eye on your Digital Wallet in Data 360, which gives you an insight about how many credits you are spending. 

It is always a good idea to purchase these flex credits beforehand, as you will otherwise be paying a premium price due to overage.

Hi, @Penny Francis

To implement that, you’ll need to import the new email addresses for all subscribers in 

Automation Studio. 

Extract only the records with updated email addresses and schedule the import — for example, once per day — via SFTP.  

I admit this should not be expected behavior, but it is. And looking at Data Cloud taking over this type of data consolidation, I will most probably expect SF to point you in that direction, and create identity resolution across the old lead and new contact.  

Should you rely purely on Sales Cloud and Marketing Cloud, I will recommend you following this simple guide for integrating SFMC data to Sales Cloud. Using a simple SQL query, you can do same consolidation in SFMC, and present it in the custom LWC: