As part of the Salesforce improvement policies, the past 12th of June Marketing Cloud launched a new update. These improvements have arrived to have a better platform experience and to make our job as marketers easier.
The first upgrade is regarding Salesforce CDP. For those readers who don’t know what a CDP is, it’s the abbreviation for Customer Data Platform, which means a tool for unifying all customer information in one data model and simplifying the access from other platforms to make this process easier. This is not an improvement directly to Salesforce Marketing Cloud but it’s a great tool to have a better data ecosystem between Salesforce and Marketing Cloud.
Use Interaction Studio Behavioral Data in Salesforce CDP
You can now connect to an Interaction Studio account from Salesforce CDP.
If we use the new recent solution called Interaction Studio, we can now use all this data from our dataset to populate Salesforce CDP. This can be possible with the new connector in Salesforce CDP:
We just need to select a new Data Stream in CDP to choose all behavioral data from Interaction Studio and make our data more centralized.
This great tool will facilitate the flow of information between Interaction Studio and Salesforce and we will be able to nurture our campaigns and leverage the power of information in our tools.
Load Data from Salesforce CDP into Datorama
You can now load your data from Salesforce CDP into Datorama with the Salesforce CDP API connector and app.
It’s time for Datorama, now we can connect our CDP to Datorama and use all data to make awesome graphics and statistics. Datorama is a tool to make visible our information and data, so we can now make better and stronger reports. This change applies to all Datorama Editions.
Datorama is the perfect tool to translate our raw data into actionable information, so with this enhancement we will be able to have all that relevant information at a glance through graphs and useful dashboards.
Thanks to this integration, we will be able to harmonize the information stored in the CDP to make it more usable by the Datorama data model.
Datorama Advanced Reports for Marketing Cloud
Better and improved reports for all your needs.
Time to report! Now from Datorama we will be able to consult and generate reports of our campaigns made with Email Studio and Journey Builder.
Thanks to the improvement that Salesforce has developed for this month of June, from Datorama we will be able to create pre-built panels to facilitate the creation of graphs and dashboards. Simply choose the campaign you have run and the results will be there, ready to make decisions and take advantage of the power of information.
In addition to this, Datorama is now able to schedule reports on a recurring way and export them to compatible files such as Excel, CSV, PDF even PowerPoint and PNG for a more visual reporting experience.
Now Datorama has more power and is a little more independent.
This upgrade is available for corporate or enterprise Marketing Cloud editions, or as a Discover add-on SKU for Pro customers.
Einstein for Marketing Enhancements
Our beloved Einstein continues to learn and help us to be more productive with less effort.
In this release, Einstein has learned how to use Pardot, and now he will be able to help us send an email at the perfect time for each user. Salesforce has implemented in Pardot the already known Einstein Send Time Optimization, and we will take advantage of this new feature offered by Artificial Intelligence.
In addition, continuing with the theme of machine learning, we will now be able to predict open rates from the point of view of the subject of an email. Einstein Copy Insights Performance Tester for Subject Lines is now available in Marketing Cloud.
Advertising Studio Enhancements
Snapchat:
With the latest Advertising Studio enhancements, marketers can now use their first-party data stored in Salesforce to create targeted, personalized advertising audiences for Snapchat. A new social network that can be used to interact with our customers.
Datorama:
Now we can connect Datorama with our Advertising Studio. Thanks to this development, we will be able to harmonize and visualize your results in a more graphic way. As with everything that surrounds Datorama, the advantage of adding more information to this platform is that we will be able to generate visual reports and reports that will help us to make decisions and process raw information.
Accounts as Campaign Members
Power ABM with account targeting.
We can now assign a campaign to a Salesforce account. This gives us the freedom to assign a campaign to several contacts via their Account. This makes it easier to plan our scheduling and get results. It may seem like a minor change, but it gives you a multitude of possibilities.
This has been all about the June 2021 Salesforce update.Now it’s up to us to learn how to use these enhancements and get the most out of them that we can.
Best regards!
