Architecture Design18% of the exam
Personalized experiences with Data 360 and Personalization
How Marketing Cloud Personalization and Data 360 divide personalization work: which data loads where, what the connector exports and imports, server-side campaigns, ETL feeds and attribute precedence, the native CRM integration and the Journey Builder Personalization Activity.
Given a use case, recommend a multi-product strategy and implementation approach to create custom personalized experiences that utilize the power of the Customer Data Platform.
~6 min read · 17 practice questions
What the exam expects
- Decide which identity, attribute, transaction and engagement data loads into Personalization, Data 360 or both.
- Predict what the Personalization connector exports to Data 360 and what a Data 360 activation imports into Personalization.
- Split responsibilities for a server-side campaign.
- Plan ETL feeds, test uploads and attribute precedence.
- Configure the native CRM integration and the Journey Builder Personalization Activity.
Key terms:
- Marketing Cloud Personalization (formerly Interaction Studio): real-time web and mobile personalization built on a Unified Customer Profile.
- Data 360 (formerly Data Cloud): the Customer Data Platform the exam guide names.
- Profile ID: the identifier Personalization generates for every new anonymous or named profile.
- ETL data feed: a CSV bulk-ingest pathway into Personalization.
- ItemAction: an event's catalog, cart or order action, as opposed to a plain Action.
Key facts
Common identifier
- Detail
- Personalization profile ID, generated for anonymous and named profiles
Attribute limit
- Detail
- 100 per Personalization dataset; none in Data 360
Profile export timing
- Detail
- Latest profile on cache expiry; events immediately
Catalog
- Detail
- Full catalog isn't shared; use ItemID or upload and map
Default export scope
- Detail
- Known users only
Activation import cadence
- Detail
- 12- or 24-hour intervals
SFTP retention
- Detail
- Files purged after 60 days
ETL versus web
- Detail
- ETL value kept even when a web update is newer
CRM sharing schedule
- Detail
- Nightly; leads optional
Journey integration
- Detail
- Real-time API, to and from Journey Builder
Sources for this section (8)
- Integration Considerationshelp.salesforce.com (opens in a new tab)
- Data Shared with Data 360help.salesforce.com (opens in a new tab)
- Exporting Personalization Datahelp.salesforce.com (opens in a new tab)
- Import Data from Data 360help.salesforce.com (opens in a new tab)
- About ETL Data Feedshelp.salesforce.com (opens in a new tab)
- Attribute Update Logichelp.salesforce.com (opens in a new tab)
- Plan Data Sharinghelp.salesforce.com (opens in a new tab)
- Journey Builder Integrationhelp.salesforce.com (opens in a new tab)
- What must every Data 360 activation sent to Personalization include?
- When does Personalization share data with Salesforce CRM once automated sharing is set up?
- Why does the CRM integration's OAuth user need ModifyAllData?
The questions are free to read. Answers with their sources and self-grading are included with the pack.
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