Implement Marketing Cloud Personalization (MKT301)

When you complete this course, you will be able to:

• Explain how Marketing Cloud Personalization creates 1-to-1 customer experiences in real time.
• Appropriately consider how the data model and platform architecture of Marketing Cloud Personalization may influence an implementation.
• Identify the core components of a standard Marketing Cloud Personalization implementation.
• Guide your customers through the implementation discovery process.
• Navigate the Marketing Cloud Personalization interface, add user roles, create user accounts, and create and manage SFTP (Secure File Transfer Protocol) user accounts.
• Examine the Marketing Cloud Personalization web Software Development Kit (SDK) beacon and know how to deploy it.
• Navigate site, page, and catalog data-mapping.
• Load data into Marketing Cloud Personalization.
• Create and use Marketing Cloud Personalization segments.
• Configure Einstein Recipes in Marketing Cloud Personalization.
• Explain how web campaigns and templates work together in website personalization.
• Use Triggered Campaigns in Marketing Cloud Personalization.
• Utilize Event APIs, Server-Side Campaigns, Open-Time Email Campaigns, and Trends to personalize various web channels.
• Analyze user behavior and activity with Reports and Dashboards.

While this class is designed for consultants and partners who are tasked with implementing Marketing Cloud Personalization solutions for clients and across organizations, anyone interested in Marketing Cloud Personalization is encouraged to attend. This is also a great class for partners looking to earn their Marketing Cloud Personalization Accredited Professional Credential.
 

While this class is designed for consultants and partners who are tasked with implementing Marketing Cloud Personalization solutions for clients and across organizations, anyone interested in Marketing Cloud Personalization is encouraged to attend. This is also a great class for partners looking to earn their Marketing Cloud Personalization Accredited Professional Credential.
 

Lessons and Topics Introduction to Marketing Cloud Personalization

• Understand the importance of creating personalized customer experiences.
• Identify business challenges that inhibit organizations from delivering tailored customer experiences.
• Discover the importance and benefits of Real-Time Interaction Management.
• Define Marketing Cloud Personalization and how it works.

Implementation Basics

• Examine the key components of Marketing Cloud Personalization.
• Learn how to prepare for a standard implementation.
• Outline the standard implementation process.
• Create a campaign strategy.
• Understand Marketing Cloud Personalization data flow.

Solution Setup

• Explore the discovery process for onboarding clients.
• Understand the importance of dataset design and its impact on implementation.
• Set conversion goals for Marketing Cloud Personalization implementation.
• Examine use cases designed to solve business challenges and empower customers to accomplish their goals.
• Review high-level data ingestion processes based on customer use cases and business goals.

User and Account Administration

• Navigate the user interface.
• Define the unique roles of Marketing Cloud Personalization.
• Create custom roles in Marketing Cloud Personalization.
• Create new Secure File Transfer Protocol (SFTP) user accounts and manage credentials.

Web Software Development Kit (SDK) and Data Model

• Learn how to deploy a web SDK beacon.
• Discover key features of the Marketing Cloud Personalization Unified Customer Profile (UCP).
• Examine catalog components.
• Configure the catalog.
• Create and use promotions.

User Attributes and Identity Management

• Describe and create user attributes.
• Describe how to use and implement identity types.
• Map user attributes to identity types.
• Create a profile object.

Sitemaps

• Define the role of a sitemap in Marketing Cloud Personalization.
• Understand how a sitemap enables Marketing Cloud Personalization on a website and what it is able to identify.
• Determine required information necessary for developing a Marketing Cloud Personalization sitemap.
• Locate additional sitemap-building resources.

Data Integration

• Discover user Extract, Transform, and Load (ETL) capabilities.
• Review feeds that are currently available in Marketing Cloud Personalization.
• Locate additional resources for data integration in Marketing Cloud Personalization.

Segmentation

• Learn Marketing Cloud Personalization segmentation capabilities.
• Understand how segments are utilized in Marketing Cloud Personalization.
• Identify segment criteria and rules.
• Locate additional audience segmentation creation resources.

Einstein Recipes

• Understand the purpose and benefits of using Einstein Recipes.
• Identify the components of an Einstein Recipe.
• Create an Einstein Recipe.
• Explore the decisions and results of your Einstein Recipe.

Web Campaigns and Templates

• Understand how web templates and campaigns work together to personalize a web channel.
• Review available pre-configured global templates.
• List web campaign types.

Triggered Campaigns

• Learn key features of Triggered Campaigns.
• Review different Triggered Campaign trigger types.
• Identify common Triggered Campaign use cases.
• Configure an Event Action Triggered Campaign.

Open-Time Emails

• Discover the business value of Open-Time Email.
• Review key Open-Time Email use cases.

Server-Side Campaigns, Event API, and Trends

• Highlight key Event API features.
• Determine the best channels for Server-Side Campaigns.
• Utilize promotions to understand configuration options for Recommended Items, Next Best Action (NBA), and Next Best Offer (NBO).
• Connect Marketing Cloud Personalization with Sales and Service Cloud.
• Discover the Trends feature.

Reports and Dashboards

• Highlight key features and functionality of Reports and Dashboards.
• Analyze user behavior and activity with Reports.
• Optimize personalization initiatives with setup Goals and Filters.
• Define Marketing Cloud Personalization Data Warehouse and how it works.