JB Lesson 4: Journey Builder Canvas

  • Use the journey builder canvas to construct the workflow of your interaction
  • Design your campaign by dragging and dropping activities onto the canvas to create a chain of activities plotted over time
  • Messages
    • Messages are content sent to Contacts who meet the criteria set within an Event.  Channel content must be created prior to designing an interaction with the Canvas
    • An example is to Send Email Activity, which sends an email you select to Contacts that qualify for the Activity
  • Splits
    • Split activities are activities that divide the group of Contacts in an interaction into separate cohorts so that each cohort may receive a different set of subsequent activities.  There are 3 types of splits:
      • Decision split
        • A split activity based on a change in data associated with a Contact.  When a Decision Split activity is placed on the canvas, the Interaction evaluates data associated with a Contact to decide which branch of the split to send each Contact into.
        • For example:
          • A marketer might want to send Contacts under age 35 into one branch, and those over 35 to another
      • Random Split
        • A split activity that divides the group of Contacts in the interaction into groups randomly.  The number of branches a group of Contacts can be divided into is configurable.
      • Engagement Split
        • A split activity based on a customer action or behaviour.  Marketers configure the customer action that Journey Builder evaluates, which is commonly based on the activity that immediately precedes the engagement split
        • For example:
          • Contacts who opened an email versus contacts that did not
  • Trigger
    • A trigger is the marketer-defined set of conditions that prompt an interaction to run
    • Triggers are placed on the Canvas by marketers to listen for Events
    • Triggers work by listening for Events from within or outside the Marketing Cloud environment.
    • Triggers prompt an interaction to start when the Event they are listening for is heard
  • Goal
    • To make the objective of the Interaction clear, define a Goal
    • When defining a goal, decide what you want to happen. For example: Customers renew their loyalty rewards, and the conversion target you want to reach.
    • There are two options for how to measure the conversion target:
      • Quantity of total people
      • Percentage of the Interaction’s population

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