Navigate Customer 360 Audiences Segmentation
After completing this unit, you’ll be able to:
- Define key terms such as segment, publish, and activate.
- Create an activation target for Marketing Cloud.
- Navigate the segment canvas interface.
Customer 360 Audiences for Marketers
Marketers, are you ready to create meaningful segments with Customer 360 Audiences? Then this module is for you! Get ready to explore Customer 360 Audiences, create activation targets, build filters using the segment canvas, and publish and activate segments to Marketing Cloud.
Before You Begin
If you’re new to Customer 360 Audiences—the Salesforce CDP created by marketers, for marketers—check out the Customer 360 Audiences Basics badge first. And if you are new to Salesforce Lightning, consider reviewing the Lightning Experience for Salesforce Classic Users module. Also, be sure your account admin has configured your Customer 360 Audiences account and provided you with your user login credentials. Finally, if your data model hasn’t been set up yet, you won’t be able to create segments. Don’t worry—you can follow along in preparation and then come back for a refresher when your account has been fully setup.
Customer 360 Audiences Overview
Now that you’re up to speed, we can show you how to use your data to create segments that power personalized and engaging marketing communications for your customers. Let’s start at the beginning, navigating the Customer 360 Audiences Home page. Customer 360 Audiences should look familiar to Salesforce Lightning users, but it may look less familiar to Marketing Cloud users. So let’s take a look around together.
The tabs Data Streams and Data Model (1) provide insight into your selected data model and connected data sources that are created by the data aware specialist user. As a marketer, the Segments (2) tab is where you create your filtered audience segments. Activation Targets and Activations (3) are used to manage where segments get exported, for example Marketing Cloud. Finally, the Setup (4) gear is where admins manage account settings.
Segment, Publish, and Activate
As a marketer, the Segments and Activation tabs are going to be your most used. So let’s focus on those areas and the concepts that drive segmentation. To get you from raw data to a usable audience segment for a marketing campaign, you must: Segment, publish, and activate.
Filter your data to create useful segments to understand, target, and analyze your customers.
Publish is the process of searching and building a segment based on the filter criteria. You can publish your segments on a chosen schedule or as needed.
Activation is the process of moving audience segments to an activation target. For example, during activation an audience segment is created in a shared data extension that can be used in Marketing Cloud Journey Builder.
This is the typical workflow for creating segments in Customer 360 Audiences, but with a new account there is an exception. New users need to first create an activation target. Why? To quote Stephen Covey, author of 7 Habits of Highly Effective People®, “To begin with the end in mind means to start with a clear understanding of your destination.”
Before you can publish a segment, you need to identify an activation target, or the location where you want to use your segment. Once created, you can publish your segments and additional attributes to the created activation targets. Follow these steps to create a Marketing Cloud activation target.
Create a Marketing Cloud Activation Target
- Navigate to the Activation Targets tab in Customer 360 Audiences.
- Click New Activation Target.
- Select Marketing Cloud.
- Click Next.
- Enter an easy-to-recognize and unique name.
- Click Next.
- Click the arrows between columns to add or remove which business units receive the published segments.
- Click Save.
Your Marketing Cloud activation target is now created!
The Segment Canvas Interface
Now that we’ve read the last page of the book, let’s go back to the beginning. With our destination in mind, we can now build segments in Customer 360 Audiences. First, we review the key elements of the segment canvas interface.
Attribute Library (1)
The attribute library displays attributes associated with a selected segment target that have been mapped in your data model and are marked for use in segmentation. Attributes may be from standard data sources like engagement data from Marketing Cloud, a custom data object, or system data. Attributes are used to narrow down a segment to your target audiences. There are two types.
- Direct attributes are attributes that have a one-to-one relationship with the segment target. Meaning each segmented entity has only one data point for a profile attribute. So for customer data, they would only have one entry for postal code or for first name.
- Related attributes are attributes that can have multiple data points. So for customer data, related attributes would be data points that one person could have multiple of, like purchases or email opens.
Segment targets determine which attributes you can select, so it’s important to understand your data model. Don’t worry, we cover the concept of Segment On in the next unit.
The population is the number of records within your current segment. This is refreshed after publishing or performing an on-demand count.
Attributes can be dragged into individual containers to create AND/OR relationship logic between the attributes. Containers provide a way to create relationships between your related attributes and are used to build your filter logic. When attributes are placed in one container, your query engine looks for attributes that relate to one another in this way. Attributes in separate containers aren’t connected.
Let’s review an example. If Northern Trail Outfitters (NTO) is looking to send an email to customers who purchased a yellow scarf, they would use one container that includes:
- Related attributes:
- Product_Category is equal to scarf
- Product_Description is equal to yellow
- Logic: AND
If the NTO team had created 2 containers the query engine looks for customers who purchased any yellow product and also purchased a scarf of any color.
- Container 1=
- Related attributes: Product_Category is equal to scarf
- Container 2=
- Related attribute: Product_Desscription is equal to yellow
- Logic: AND
Both options work for marketing campaigns, but it is good to know exactly what you are asking for when you start your query. To help you do that, we dive deeper into data and query logic in the next unit.