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  • Writer's pictureMani Anand

New Spring'22 Marketing Cloud Features To Assist You In Data Decoding

The Marketing Cloud Spring '22 Release delivers on the commitment to empower marketers by providing a platform for them to integrate and manage consumer data, tailor content and offers with artificial intelligence, interact across all channels, and track outcomes.

Three factors, in particular, would assist marketers in strengthening their innovation strategies:

  • Having access to the relevant metrics

  • Connecting data sources to correctly interact across channels is simple.

  • Despite evolving industry privacy standards, accessing data throughout their ecosystem, including silos between teams

Marketers will be able to access the potential of data with the newest Marketing Cloud version, which is available to clients this month. Here are seven new features that will assist you in innovating this year.

New Einstein Marketing Cloud innovations

Marketers that use artificial intelligence (AI) in their campaigns see a 22 percent rise in engagement. By delivering the proper quantity of messages in Pardot, sending messages at the right time in Automation Studio, and optimizing media strategies with Datorama, Einstein AI helps marketers make more informed decisions.

The 3 New Einstein Features are;

  1. Einstein send Time Optimization in Automation Studio

  2. Einstein Engagement frequency for Pardot

  3. Einstein Budget Recommendations in Datorama

With this feature you will be able to;

  • Determine the best send frequency for marketing communications and automatically segment consumers for relevant messaging

  • Add AI to Automation Studio, sending messages on every campaign at the proper moment for each subscriber

  • Create a media plan with spend allocations for your different channels automatically in Datorama's Media Planning Center, saving you hours of work.

Open Activity Auditing in Pardot

The criteria that marketers use to assess the performance of email campaigns are continuously shifting due to the ever-changing privacy situation. You'll be able to utilize Pardot's latest functionality in the next Marketing Cloud version to help improve your email marketing strategy and focus on metrics that matter.

To help you prioritize and manage improvements to your marketing campaigns, the Openings Activity Audit highlights where you're leveraging email opens in Engagement Studio, Automation Rules, and Dynamic Lists.

1. Concentrate on the most important metrics

Assess the impact of privacy protection by getting an overview of where email openings and automations are being used.

2. Keep track of your automations.

Prioritize which program should be tackled first, based on its importance.

3. keep yourself up to date

Customers are kept up to date on industry news and updates thanks to in-app ads.

This will assist you;

  • To prepare for Apple's Mail Privacy Protection, examine your email marketing by determining where you measure open rates.

  • Commence measuring clicks, conversions, and income earned to update strong initiatives.

  • Banner updates in the app keep you up to date on the latest industry news and updates.

Mobile apps with real-time behavioral engagement

To retarget based on mobile interaction, marketers used to execute their own monitoring, queries, and imports. Users can quickly choreograph customer journeys utilizing customer behavior from mobile push notifications and in-app engagement with the newest Marketing Cloud release mobile features.

You can do the following;

  • To offer meaningful engagement, leverage app behaviors to place users in the proper route.

  • Exiting a user from a trip or engaging them in a journey via push notification or in-app activity allows you to respond in real-time and ensure that messages remain relevant.

  • Customers may no longer gather their own app data or utilize a data extension to begin or end a journey.

Datorama Reports and Datorama Reports Advanced now include new email fields.

Multiple new fields have been added to Datorama Reports for Marketing Cloud to assist marketers in optimizing their email communications. You may do the following with these 22 additional fields:

  • Examine the performance of your emails by device, client, operating system, and browser.

  • Deeper analytics like bounce types clicks by links, total clicks, and openings, conversions, unsubscribes, complaints, and click event latency can help you improve engagement.

  • Reports may be readily shown, analyzed, and shared.

  • Examine transmit performance in terms of user device characteristics.

  • Monitor the performance of your emails by device, client, operating system, and browser.

  • Using outcome-oriented KPs, you may improve your email messaging.

  • Examine all forms of bounces, as well as clicks by links, total clicks and openings, conversions, unsubscribes, complaints, and the time between click events.

  • It's simple to visualize, analyze, and share. According to Datorama,

Integration of CDP and Journey Builder based on business units

Many marketers work with companies that are rapidly growing. Alternatively, you may work for a firm with several brands across different locations, each with its own set of dedicated customers. When combining CDP with Marketing Cloud, the new Business Unit Aware connection allows marketers to retain brand and regional constraints.

The Business Unit Aware integration is used to:

  • Using Business Units in Marketing Cloud, associate customer data with certain brands or areas, and then reveal those relationships in Salesforce CDP.

  • To allow more tailored, targeted customer experiences, expedite journey-building processes by respecting Business Unit-contact mappings during activation.

  • Without writing a line of code, you can streamline contact data management across your brands and regions, as well as Marketing Cloud and Salesforce CDP.

AppExchange now has a new partner integration.

Partners are essential to a successful marketing plan, and it's even more crucial that your platform is safe when you bring in partners. Our AppExchange Salesforce CDP + partner connectors unleash the potential of an open ecosystem, allowing you to expand your customer data.

Customers may now connect to an installed external activation package and transfer segments in a few easy steps thanks to the advent of AppExchange for CDP.

Through our integration with Salesforce AppExchange, you can now access an open community of partners to:

  • Connect Salesforce CDP to an open network of partners to increase its power.

  • Enlist the help of partners for authentication, data enrichment, analytics, and activation

  • Discover solutions that help you better understand, connect with, and customize each interaction

Enhancements to Datorama for e-commerce

In this Marketing Cloud version, Datorama is launching a set of upgrades that align your marketing success with e-commerce results. This links together digital teams and drives intelligence to tailor your customers' experiences, increase sales, and improve ROI.

The new features are

1. Create a record marketing strategy

With only a few clicks, you can link and consolidate marketing data from all sources into a single view.

2. AI insights can help you improve your performance.

Get immediate information and notifications about performance tweaks that boost ROI.

3. Team and stakeholder alignment

To communicate as a team, provide a visual experience with unified metrics, goals, and taxonomy.

4. Be adaptable and creative.

Use data and insight to test, learn, and innovate throughout your whole marketing strategy.

You can do the following:

  • With new connections for Salesforce Order Management, Amazon Vendor Central Inventory, and Amazon Seller Central, and a new e-commerce data format, you can simply access and unify your marketing and e-commerce data.

  • Connect your marketing efforts to product-level orders so you can track ROI, revenue, returns, and cancellations.

  • Examine your e-commerce sales and marketing efforts over time to see which marketing initiatives resulted in which product sales. This allows you to better customize the experiences of your consumers across all touchpoints.

Hence with these new marketing features, you can completely transform your business to new heights if implemented and executed to its full potential. If you need any assistance with Salesforce implementation or integration, get in touch with our expert team at Appheinz.

Visit our website for more information and write to us in case of any queries.


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