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Marketing Automation

1. Automation Studio Overview Video

In this section, we are looking at how to create data extensions in Marketing Cloud. There are three types of dataextensions that you can create. Let's look at them. So the first one is a standard data extension. Then you have a filter data extension. And finally, random data extension. The Standard Data Extension is a brand new data extension that you create from scratch. In other words, there are no existing fields or columns in it. So a brand new data extension If you want to create, you start with the Standard Data Extension. Filter Data Extension: You have a source data extension, and from that you want to filter particular customers or subscribers of particular records from that source data extension into a target data extension. Then you would use filtered data extensions. Random Data Extension is similar to Filter Data Extension, but if you don't know if there is a criteria to segment or if you want to filter based on random numbers or random percentages, you can use Random Data Extension. I'll show these with examples. Let's start creating a standard data extension. So you go to Subscribers, then DataExtensions, and then Create New Data Extension. Then you will see the screen. Then you choose "standard data extension" and click on OK. There are three steps in creating standard data extensions. So the first one is properties, the second is data retention policy, and the third is choosing the fields. Let's look at what are thefee fields in Properties section. The first thing you need to do is youhave to decide what is the creation method. Whether you want to create from new oryou can create from an existing data extensionor you create from a template. Create from existing data if the extension is already "edit." Let's say you have 20 fields and you want to create a similar structure. You don't need to create all those fields individually. So you can choose Create from Existing, and it copies all those fields into this new standard data extension. It will not copy the data, it will only copy the structure. Create from Template: There are a few templates available, like the Send Log template, where you want to create a particular type of data extension and then you'll use that. So in these properties, you will keep the name of this data extension. External key will be autogenerated by Marketing Cloud. You can give a description. You can choose the folder where you want to store this data extension. And the very important check boxes you see are "Sender" and "East Testable." So if you want to use this data extension to send emails, then you have to use Esendable. So, in the email send flow, you must select and check that checkbox. If you want your data extension to appear in that list of data extensions, then you have to select This is Sending. Only then your target can be selected as this data extension. Similarly, in East Testable, if you remember from the preview and testing of emails, you have the option to choose test data extensions. So only if you select this checkbox, this data extension will be available as a test data extension in the preview and test emails. So based on how you want this data extension tobe used, you select the checkboxes then in data retentionpolicy is nothing but whether you want to restore ordelete the records in this data extension after a particularset of days, then you use this policy. By default, this is off, but you can turn iton and you choose to delete all records or individualrecords, or you want to completely delete records and dataextensions you can choose and when you want this tobe deleted, after a few days, a few months, afew years, it can be chosen in the period. And then you have in step three youwill choose the fields or what are thecolumns you want in this particular data extension. So there are different types of data types available. So you give the column a name first, and then you choose the data type, whether it should be text or a number, or if it's a birthday, say you can use a date if you want checkboxes, you can use bullying. And if you're using it for sendable, then you must have an email address column so that the customer will receive this email at that email address. You can also have phone data type, decimal and local. You can choose the length for each of these columns and whether it's a primary key or not, and whether it's required or not. Using the nullable column, you can also set the default value for each of the fields. You'll notice an important sent relationship at the bottom. For example, if you're using this data extension to send, you must select the send relationship, which means determining what the subscriber key is in this data extension and relating it to the subscribers or subscriber key. So this is how you create a standard data extension. So you set the properties, you define the data retention policy, and you create the fields. Let's continue with the other type of data extension. filter data extension. As I said, in a filter data extension, you need to have a source data extension first, and from there, you create a filter and create a new data extension. So in this example, you can see the source is already selected for test members, you have fields that are available in this source, and you can just drag and drop and create a filter on this data extension. Let's say you can refer to the country as, let's say, Australia. So you want to filter all the Australian customers into a separate data extension. You can add more filters as well, like, let's saygender, as female Australian customers within the age group ofthis and this, you can have all your different segmentationcriteria and add it in the filters. You can also save filters if you want to reuse them for other data extensions. You can save them as filters, or you can directly save this data extension as a new one. So the filter data extension is very simple. There are no columns to be created. Remember, there's a source. So all the columns in the source will be in the target data extension or the filtered data extension as well. So you cannot add or remove any fields or columns from the filtered data extension. If you want to remove something, it has to be done at the source. Everything will be copied into the filter data extension. Then the third type of data extension is a random data extension. Let's see how to create these. So here, for creating random data extension,I've selected the source test members de. On the left-hand side, you can see there are 7679 subscribers or records in this data extension. What I want to do is to randomly split this data extension into three data extensions. I want 3000 members in the first data extension, another 3000 in the second data extension, and the remaining ones in the third data extension. So how would you do that? On the right hand side, you can see "Add Data Extension" and "Add Reminder." Let's click on "Add Data Extension." Once you click on that, you have to give a name for the data extension that you're creating and the data extension size. You can give the size in percentage or the number of records. As part of our requirement, we want 3000 records. So I put 3000 in that. So the percentage is automatically calculated as 39%. We don't need to worry about that. So in this segment of the new data extension, there would be 3000 records. Then you click on "Add Data Extension." Again you give a name for this segment two. Again, I choose 3000. So 30 00, 30 00, and 60 00 are done. What now I would do isinstead kicking add data extension. I will click on "Add reminder." So whatever the remaining subscribers are, they will be in the third data extension. So segment three is a reminder data extension. You can change the names as you wish. But for this example, I'm justgiving segment one, two and three. And you can see on the left-hand side of the chart that the segmentation has been done. clearly shows how the segmentation is done. So basically, a random data extension is one that splits your data extension randomly into different data extensions. And again, there is no option to choose the fields or columns. The source will define the columns ofthe target data extension as well. filter data extension. So that's all. On creating data extensions in the marketing club

Data Management

1. Create Data Extensions Video

Automation Studio. In this section, we will see how to use Automation Studio in the Marketing Cloud. We will also look at how to create an automation and the activities that are available in Automation Studio. Let's get started. From the menu, choose AutomationStudio and click on Create a New Automation. And this is the screen you will see when you start to create a new automation. On the top, you can see the summary workflow and activities. So these are the three steps that are required to be done to create a new automation. So in the summary, you will have just the name and description, et cetera. So we are now on the workflow screen. This is the main screen of an automation studio. So on the left-hand side, you can see there are starting sources, whether it's a schedule or a file drop. That is, when and how should this automation begin. So if it's a schedule, you can schedule it to run every day or every hour based on a particular schedule. Whereas with file drop, if a file is dropped or placed in an FTP folder, then this particular automation will run based on certain criteria. And also you have different activities thatare available to perform in an automation. We'll go into the activity details on the next screen. For now, let's see what other options we have in this workflow screen. So there is a starting source, and as you can see, there are steps one, two, and three. So you can build your automation workflow with steps and activities. So your automation canvas, where you define and create your automation, is your workflow. The steps are the order in which the activities are to be executed, and the activities are nothing but a task to be executed in Automation Studio. So each step can have multiple activities, and an automation can have multiple steps only after all the activities are completely executed in step one. Step-two activities will be executed. So if you want two activities to be executed inparallel, you should put them in the same step. In this example, you can see step one has an import file. Step two has an SQL query. Step three has sent an email. So, only after a file is imported, everything is done. Then step two will execute, the query will run, and it will do data segmentation or whatever you define in the SQL query. Once that is done only then step threewill start to execute of sending email. You can have different activities based on the requirements, and you can choose whether to be scheduled or dropped again based on the requirements. Let's take a look at the various run options. For running the automation only once, Automation Studio has a very specific use case. So even if you have scheduled it, you have the option to, let's say, test an automation, and you can use this option to run it once. That means automation will run immediately for one month, and you also have the option to delete or copy a particular automation. What are the activities that are available in automation? There is a data extractor, a datafactory, a utility, and a file transfer filter. Then there are many other options, so let's look at the main ones that are useful in your day today. Activity automation Studio Execution Data Extract gives you the ability to extract tracking information or data from a data extension. This allows you to transform an XML file into a Commodore Delimited, Tab Delimited, or Pipe Delimited format for you to import into email. So that is what I extracted for you. Import. There is also an import file. It will import the file from FTP siteto a list or data extension and let'ssee what is Transfer file or File Transfer. The third one, File Transfer, allows you to decrypt or unzip a file or to take a file that has been extracted and place it on an FTP location. So whenever there is an encryption, decryption, or unzipping of a file that is required, you must use this activity called File Transfer. So the File Transfer activity is followed by the Import File Filter activity. This applies the data filter to a list or data extension and places the results in a filtered list or filtered data extension. The filter only works on one data extension. Refresh group use this with list only. It takes a criteria for the group and applies it to the list to refresh the segment. Then there's SQL Query, which takes a skill statement and applies it to the given data extension. The records meeting that criteria are placed in the resulting data extension. SQL can run on multiple data extensions. So you take a data extension, you run the query on the data extension or multiple data extensions, and you put that result into a resulting data extension. So there is always a target data extension when you use a SQL query. And finally there is also send email or send SMS. Sending push notifications is also possible. Then you must send the group connect command. These are all very useful, and these are the main activities for sending via Automation Studio. So Send Email allows you to choose the user-initiated email definition to execute or allows you to define the parameters for that set. Then there is the wait step; additionally, the wait step or wait activity is very important. For example, you sent an email today and you want to wait a few days. Then you use set. Thenactivity in step two. And the third step you can have the same email again. So wait for few hours, a few days, sothat can be defined in the Weight activity. I hope I've covered most of the activities—and these are the most important ones. Based on your experience, hopefully you'll be able to automate these activities.

Tracking & Reporting

1. Tracking & Reporting Video

tracking and reporting. In this video, I'll be showcasing the tracking capabilities available and how they show up in the report. In Marketing Cloud, after an email is sent out, you also know what metrics you can export from these reports. This is an example of one of the tracking reports. As you can see at the top, the folder it shows is My Tracking. As you have seen while creating the email video, we selected the folder "My Tracking" to save the report. So here we are looking at the same report for that email. And you can see there are five tabs inthis overview click Activity, Conversions, Surveys and Job Links. Let's look at the Overview Tab. There are various cards available in this. There is a summary. Send performance, open performance inbox activity, and engage subscribers in forwarded to a friend activity. In the Summary section you can see there isJob ID of the email, what's the name ofthe email, subject, date, cent, total sent and whichdata extensions are used to send this email. So these are the basic details of this email summary. Let's look at Send performance. The delivery rate will be visible in the Send performance section. We have sent it to only one person. It was delvered successfully and so the delivery rateis you will also see how many have bouncedhard bounds, soft bounds and block bonds. One of your certification questions could be which ofthe metric is not available in a report. For example, hard bones, soft bonds, blockbonds, one of them could be missing. Then you have open performance. The number of people or subscribers who opened the email is referred to as Open Performance. So again you'll see number of delivered and howmany have opened and how many are unique opens. For example, if a customer opens it twice, it will appear as one in unique opens but two in total opens. Then you have inbox activity. That is the activity that is done by your customers after they open your email or whatever they have done with your email. So first, it's open. So how many have opened and how many have clicked. So these are all the links in your email and the number of clicks you received for those emails; the number of forwards; the number of conversions; the number of surveys; and the most important number, the number of subscribers, er, unsubscribes, that is, people who have unsubscribed from your email after receiving it. And then you have unengaged subscribers, that is ofthe ones who have received, who did not clickor who did not open the email. This is also a very important question and one of the certification questions as well. So you can see those are hyperlinks whodid not click or who did not open. So if you click on those statistics, it will show the customer email address that has not been opened. You can also export all of this information, including opens and forwards. And the last one is a "Forward to a Friend" activity. Remember, while creating content blocks video, we showed you in the code snippets or system snippets that there was a "Forward to Friend" link that you included in an email. So this activity is to track for a friend. So how many have clicked that link, and how many have forwarded it? And if there are any new subscribers using Forward to a Friend" link, those statistics will show up in this card. So this is all about the overview section, and in the next tab you have to click Activity. Click activity is nothing but how many people have clicked and which URL they clicked in the email. So those, too, you can export. But the most important one I'll be discussing is job connections. In Job Links, you will see the email name,email subject, the preheader, if any, and the statusof this email so it shows it's complete. And at the bottom, you can see what all the URLs are in this email and what the URL ID for this particular URL is. What is the use of this? Let's say you have sent an email to 10,000 subscribers or 10,000 customers, and you realise that one of the URLs was wrong. Now, how do you fix that? Generally you would or few few othertools who do not have such capability. What they'll do is resend the email with the correct link to all the subscribers. again with an apology. But what Marketing Cloud offers you is the ability to change the URL of a particular link in the email even after it is sent out. So you can click on that URL ID, and you can make edits to the URL. Remember, if you make changes to this URL,it is only for this particular sent. It will not change in the email itself; it won't affect your future emails, but it only affects emails that have already been sent out. So after you make changes to this, if a customer clicks on that URL in his email, if he opens the email and clicks on that link, it will direct to the new URL instead of the old one. This is also one of the certification questions. How do you change the URL of an email that is already sent out? So you have to say "Tracking Report," and it's in Job Linkstab, and you have the URL ID and the URL change. So this is how you change the URL of an email that has already been sent. And this is all in the email tracking report.

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