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Explain the concepts and use cases of Journey Builder

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  3. Explain the concepts and use cases of Journey Builder

Journey Builder

  • Create and track customer journey
  • Journey can be
    • Single Send journey – a single batch message to a target audience.
    • Transactional journey – personalized messages as  reply to an action by contact
    • Multi-Step journey –  it involves responsive, customized series of customer interactions.
  • journeys should focus on single marketing objective
  • Before implementing, outline the journey and plan data and content

Journey Templates

  • pre-defined journeys
  • Created by Salesforce or other users.
  • Can modify it as per need
  • Can be
    • Salesforce Templates – pre-designed Template, has best practice guidance from Salesforce
    • Shared Templates – replicate journeys from other BUs, original owner can create/edit

Entry Sources

  • Shows where customers come from.
  • Or where customer enter the journey
  • journey has an entry source

Contact Entry Mode

  • Journey Builder observes Contact Entry mode
  • It is at the journey level
  • Present in all version of a journey
  • Lays eligibility criteria for a contact to enter a journey.
  • 3 entry options –  No re-entry / Re-entry at any time / Re-entry only after exiting.

Journey Builder Activities

  • It include messages /  decisions/ updates
  • Activities show in the builder panel
  • Split Activities – divide contacts into groups which follow different paths like on basis of age
  • Customer Update Activities – for automatic update data of a contact, in a data extension
  • Sales & Service Cloud Activities – To interact with the Salesforce Sales and Service Cloud
  • Custom Activities – configurable custom activities

Deployment Manager

  • Easily setup account / campaign
  • use it to copy the design of a journey
  • can copy the design of a data extension
  • also can copy the design of a attribute group
  • Activate the new draft journey / data extension design / attribute group
  • No customer or campaign data is stored

Goals in Journey Builder

  • a goal checks customer actions with your target
  • Goals are measured as per goal target by developing a filter on contact data.
  • After journey activation, contact data is filtered against target, those meeting are counted in goal target statistics.
  • Goals are optional,
  • Every 24 hours, contacts are evaluated

Reference: Salesforce

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