Hi Hello
In addition to our current contract for Marketing Cloud Engagement, we have decided to add Marketing Cloud Engagement+ to our contract.
The main purpose of this additional contract is to utilize AI to build segments using natural language, such as specifying conditions with generative AI.
In order to establish this operation, we would like to organize the future data design and processing flow. From an architectural perspective, could you please advise us on the following three points regarding what preparations and tasks will be required based on our current configuration?
Questions
- Data management location Currently, the customer data used for message delivery is managed on the Marketing Cloud (MC) side. In order to use AI-powered natural language segmentation, is it necessary to migrate or consolidate this data into Data Cloud (DC)? Or is it acceptable to continue managing the data in MC as it is now?
- Environment for creating AI segments Specifically, in which environment or screen will AI-powered natural language segment creation be performed: MC or DC?
- Environment for executing message delivery When using the extracted and segmented data, will the actual message delivery, such as email or LINE, be executed from MC? Or will it be triggered directly from DC?
Thank you for your support.
Hi Wakana!
For Marketing Cloud Engagement+, the architecture is generally a combination of Marketing Cloud Engagement and Data 360 rather than moving everything out of Engagement.
- Data management: You don't necessarily need to abandon your existing Marketing Cloud data extensions. Salesforce's current guidance recommends connecting Engagement to Data 360 and syncing the Engagement datasets you need. Existing MCE data extensions and CRM data can also be synced to Data 360 when you need them for richer segmentation.
- AI segment creation: The natural-language segment experience is provided through the Marketing Cloud Next/Data 360 segmentation layer. Segments can be created using natural language with Einstein/Agentforce, based on the data available in Data 360.
- Message delivery: The resulting audience can be activated back to Marketing Cloud Engagement, where it can be used with Engagement data extensions/Journeys for messaging. Salesforce specifically documents activating Data 360 segments to Marketing Cloud Engagement.
So I would think of the flow as:
MCE data/CRM data → Data 360 → AI/Segment Builder → segment activation → MCE Journey/Email
The exact design will depend on which existing MCE data extensions and subscriber keys you have, especially whether they can be mapped/stitched correctly in Data 360.
