Salesforce Marketing Cloud Implementation Guide

Salesforce, as a company, consists of several different clouds, each with it's own suite of products. To list a few, there is the Sales Cloud, with Salesforce's flagship CRM platform, the Commerce Cloud, it's enterprise ecommerce platform, and the Service Cloud, for outstanding customer service support. These is also the Salesforce Marketing Cloud (SFMC), the digital marketing platform. This guide focuses on how Salesforce DMP is integrated with the Marketing Cloud.

Overview

Data from Marketing Cloud can be delivered to Salesforce DMP in a variety of ways. No matter which method, for the data flow to happen, both platforms need to share how they identify a consumer. This is done through user matching, which we'll talk about next. Then we will discuss how to collect data from email campaigns in Email Studio, how to send Advertising Audiences data to Salesforce DMP, and finally how can also send audiences to Salesforce DMP through Journey Builder.

User Matching

User matching lets Salesforce DMP understand how another platform, in this case the Marketing Cloud, identifies a person/browser. It's done by having the Marketing Cloud send Salesforce DMP the subscriber information through user matching pixels in your email campaigns. The format for a single pixel is:

<img src='http://beacon.krxd.net/1x1_usermatch.gif?partner=xxxxxx&partner_uid=yyyyyy' width=0 height=0 style=’display:none’ />

The xxxxxx string will be the name Salesforce DMP has assigned to your Marketing Cloud account with the ID type. The yyyyyy portion needs to be the value the Marketing Cloud has assigned to the user for that particular ID type. With the Marketing Cloud, Salesforce DMP typically asks that three ID types are captured: the hashed email address of the subscriber, their Marketing Cloud Subscriber ID, and their Marketing Cloud Subscriber Key.

You will be given these pixels by your Salesforce DMP Solutions Team. If they have a placeholder for the partner_uid (the yyyyyy string in our example code), then you need to replace them with the correct Marketing Cloud Personalization Strings for the specific ID type. These strings will then be replaced with the appropriate values by the Marketing Cloud platform when an email campaign is sent out. The Personalization Strings are:

Hashed Email Address: %%=SHA256(LOWERCASE(TRIM(emailaddr)))=%% This uses the AMPscript SHA256, LOWERCASE, and TRIM functions to remove any whitespace from the subscriber's email address, convert it to all lower case characters, and then hash the resulting email address. When added to our example user match pixel, it would look like:

<img src='http://beacon.krxd.net/1x1_usermatch.gif?partner=xxxxxx&partner_uid=%%=SHA256(LOWERCASE(TRIM(emailaddr)))=%%' width=0 height=0 style=’display:none’ />

Subscriber ID: %%subscriberid%%
This is the Personalization String for the Subscriber ID. When added to our example user match pixel, it would look like:

<img src='http://beacon.krxd.net/1x1_usermatch.gif?partner=xxxxxx&partner_uid=%%subscriberid%%' width=0 height=0 style=’display:none’ />

Subscriber Key: %%_subscriberkey%%
This is the Personalization String for the Subscriber Key. When added to our example user match pixel, it would look like:

<img src='http://beacon.krxd.net/1x1_usermatch.gif?partner=xxxxxx&partner_uid=%%_subscriberkey%%' width=0 height=0 style=’display:none’ />
 

Please note: If you use any personally identifiable information (PII) in your Subscriber Key - such as the person's email address - please don't implement the Subscriber Key user match pixel. We don't collect any PII data into the DMP.

The examples above all use the HTTP protocol, but HTTPS is also a supported protocol for all Salesforce DMP URLs.

Email Studio

The user matching pixels are added to your emails to allow Salesforce DMP and the Marketing Cloud to coordinate on how subscribers are identified. To collect the data from your email campaigns, you need to either include Salesforce DMP Campaign Trackers or Salesforce DMP Event Trackers. The Email Campaign Implementation Guide outlines which trackers you should use, depending on how you would like to use the data in the Salesforce DMP platform. For the purposes of this guide, we will assume that you have the trackers that you need to add to your email campaigns.

Your trackers may have placeholder strings in them, like REPLACE_WITH_ADVERTISER_ID. If so, you need to replace those strings with the values you want to collect into Salesforce DMP. The Salesforce DMP Impression Trackers have a series of standard fields that you would normally see associated with a media campaign, such as Advertiser ID, Campaign ID, or Placement ID. You need to map these fields to the email campaign data that you would like to collect. You can either hard-code values in, or use the Marketing Cloud's Personalization Strings to have Email Studio dynamically populate the values when an email is sent. In either case, you need to make sure that the values inserted into the Salesforce DMP Trackers only include characters that are accepted for those fields (typically alphanumeric characters with underscores and dashes).

You do not need to include every field in the Salesforce DMP Campaign Trackers, but you must always include the Salesforce DMP Conf ID (that was supplied in the tags), as well as an Advertiser ID and Campaign ID. For an Advertiser ID, you can use the MID for your Salesforce Marketing Cloud account. If you don't want to hard-code it, you can use the %%memberid%% personalization string for it. For a campaign ID, you can hard-code a value in, or you might want to use the Email Studio Job ID (%%jobid%%). Exactly what data you should collect depends on how you want to be able to analyze and view the data in the Salesforce DMP platform. Your Salesforce DMP Solutions Team can help advise you, if you have any questions.

Once you know what tags you want to include in your email campaigns, all you need to do is add them into your emails in Email Studio. Whenever possible, we suggest you use email templates to include the Salesforce DMP tags, so you don't have to remember to include them with every new email you send out. To add the user match pixels and trackers, simply open the email or template you are interested in in Email Studio:

Fig 1. Adding the Salesforce DMP tags to an email

Fig 2. Adding the Salesforce DMP tags to a template

You add the Salesforce DMP tags as image tags anywhere in the body of an HTML email, although Salesforce DMP recommends adding them as close to the top of the email as possible. You can not add the tags to a text email. They will be visible in the text email, and would never fire for Salesforce DMP to collect any data anyway. You don't want to add the tags to the <head></head> section of the email content, assuming you use that, because some email clients automatically strip that content out.

In most email clients, the fact that the pixels images are set to have a height and width of zero, and the css display style set to none, will mean that there won’t be anything displayed for the pixels. However, email clients follow less standards than web browsers when it comes to how they display HTML, so Salesforce DMP always recommends sending test emails to make sure there aren’t any display issues.

For the Click Trackers, you need to prepend the Click Tracker to any link in the email that you want tracked. The Click Tracker redirects people to the click-through URL, so you want the &clk= portion of the Click Tracker to come right before the http portion of your link.

Once you have added the tags to your email, click Save, and you're done!

Ad Studio & Advertising Audiences

If you use Ad Studio & Advertising Audiences, you can also send those audiences to Salesforce DMP as well. When your Marketing Cloud account is configured to use the DMP as a partner, you will see the Salesforce DMP listed as both an onboarding partner and a destination. To see if it's configured for your account, go to Advertising Audiences in Ad Studio.

Fig 3. The Advertising Audiences screen in Ad Studio

If you create a new audience, the Salesforce DMP should be listed in the drop down menu for the onboarding partner. The Salesforce DMP should also be listed as an option for the destination.

4_dmp_partner.png

Fig 4. The Salesforce DMP listing in the onboarding partner drop down menu

 5_dmp_destination.png

Fig 5. The Salesforce DMP as a destination option

To send an audience to the Salesforce DMP, you want to select Salesforce DMP as both the partner and the destination. When this happens, Salesforce DMP will get a list of identifiers for the people in that Advertising Audience. Salesforce DMP will then be able to associate that audience membership to the appropriate IDs in the Salesforce DMP, and you'll be able to use this membership data to create segments for either activation or analytics. The way you'll see the data in Salesforce DMP is through the Salesforce DMP segment builder. It will come in as a data attribute, that you can use to build segments. You could define a Salesforce DMP segment as being purely defined by a person's membership in a Marketing Cloud Advertising Audience, or you could combine it with data attributes in Salesforce DMP as you normally would.

If you don't see Salesforce DMP as a partner or destination option, then Salesforce DMP still needs to be configured in your Marketing Cloud account. Your Marketing Cloud account team can help you with this. When your account is configured properly, there is a partner key for Salesforce DMP that must be given to your Salesforce DMP Solutions Team as well. This key gives Salesforce DMP the access it needs to the Advertising Audience API to pull in the audience data from your Marketing Cloud account. This key is listed under the Administration screen in Ad Studio, but you can also reach out to Salesforce DMP or Marketing Cloud for more help.

Journey Builder

You can also send audiences to Salesforce DMP through Journey Builder as well. When you design a journey, you can use an Ad Audiences Activity to build an Advertising Audience. This Advertising Audience can be sent to Salesforce DMP, just as you would any other Advertising Audience. To do so, create a journey, and at the appropriate point in the journey, drag the Ad Audienes Activity into the journey path. The Ad Audiences Activity is listed under Audiences in the Activities section.

Fig 6. A journey with an Ad Audiences Activity

Click on the Ad Audiences activity to select it, and then click on the Configure button. This will bring up the configuration overlay. To send this audience to Salesforce DMP, select Salesforce DMP in both the onboarding partner and destination fields. Fill out the rest of the form as needed, and then click the Done button.

Fig 7. Configuring an Ad Audiences Activity in Journey Builder

Finish off your journey, and when you're ready, activate it. As people move through the journey, they will then become members of that Advertising Audience, which will be shared with Salesforce DMP.

Advertising Audiences in Salesforce DMP

When you send audiences to Salesforce DMP, what happens is that we take all of the people that are in the audience in Marketing Cloud, match them to their identifier in Salesforce DMP, and then save the fact that this person was a member of a specific Advertising Audience. You can then use this data in the Salesforce DMP Segment Builder to create and activate a Salesforce DMP audience segment.

In the Segment Builder, the Advertising Audience data will be seen as a user data attribute called marketing_cloud. When you click on it to build a segment rule, you will see the names of all of the Marketing Cloud Advertising Audiences that have been sent to Salesforce DMP. Click on one or more of the audience names to select them, and then memberships in those audiences will be a rule for the Salesforce DMP segment.

8_marketing_cloud_segment_builder.png

Fig 8. Advertising Audiences in the Salesforce DMP Segment Builder

You can add in additional rules for the segment, or simply define it by this one rule. Once you are done with the rules, you can choose to activate it with any of your normal partners or use it for analytics purposes. It's just like any other Salesforce DMP segment at that point.

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