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Course Overview
Discover how to implement Marketing Cloud Personalization and deliver relevant AI-driven, one-to-one personalized customer experiences that optimize conversions and reduce costs. In this 3-day instructor-led course, learn how to set up Personalization and use it to collect customer data, interactions, and activity. Define audience segments based on criteria you specify, create Einstein Recipes to understand user behaviors, use channels and campaigns to interact with visitors and customers, and use reports and dashboards to get actionable user insights in order to increase customer retention, drive brand loyalty, and solidify lifetime value.
Who Should Attend
- This course is designed for consultants and partners who are responsible for implementing Marketing Cloud Personalization solutions for clients and across organizations. However, anyone with significant Marketing Cloud experience and an interest in Personalization is encouraged to enroll. This is also a great course for partners who are interested in earning their Marketing Cloud Personalization Accredited Professional credential.
Course Outline
1. Introduction to Marketing Cloud Personalization
- Impact Customers with Personalized Experiences
- Identify Challenges To Tailoring Customer Experiences
- Discover Benefits of Real-Time Interaction Management
- Define Marketing Cloud Personalization
2. Implementation Basics
- Examine Key Components of Marketing Cloud Personalization
- Prepare for a Standard Implementation
- Outline the Standard Implementation Process
- Create a Campaign Strategy
- Understand Marketing Cloud Personalization Data Flow
3. Solution Setup
- Conduct Discovery to Onboard Clients
- Understand Dataset Design’s Impact on Implementation
- Set Conversion Goals for an Implementation
- Explore Common Use Cases
- Review High-Level Data Ingestion Processes
4. User and Account Administration
- Navigate the User Interface
- Define the Roles of Marketing Cloud Personalization
- Create Custom Roles
- Create New SFTP User Accounts and Manage Credentials
5. Web Software Development Kit (SDK) and Data Model
- Deploy a Web SDK Beacon
- Discover the Unified Customer Profile (UCP)
- Examine Catalog Components
- Configure the Catalog
- Create and Use Promotions
6. User Attributes and Identity Management
- Create User Attributes
- Implement Identity Types
- Map User Attributes to Identity Types
- Create a Profile Object
7. Sitemaps
- Define the Role of a Sitemap
- Understand how Sitemaps Enable Marketing Cloud Personalization
- Develop a Marketing Cloud Personalization Sitemap
- Locate Sitemap-Building Resources
8. Data Integration
- Discover User Extract, Transform, and Load (ETL) Capabilities
- Review Archived Feeds
- Locate Data Integration Resources
9. Segmentation
- Learn Marketing Cloud Personalization Segmentation Capabilities
- Utilize Segments
- Identify Segment Criteria and Rules
- Locate Audience Segmentation Creation Resources
10. Einstein Recipes
- Understand Einstein Recipes
- Identify Einstein Recipe Components
- Create an Einstein Recipe
- Explore the Impact of your Einstein Recipe
11. Web Campaigns and Templates
- Personalize Web Channels with Templates and Campaigns
- Review Pre-Configured Global Templates
- List Web Campaign Types
12. Triggered Campaigns
- Learn Key Features of Triggered Campaigns
- Review Trigger Types
- Identify Common Use Cases
- Configure an Event Action Triggered Campaign
13. Open-Time Emails
- Discover the Business Value of Open-Time Email
- Review Key Open-Time Email Use Cases
14. Server-Side Campaigns, Event API, and Trends
- Highlight Key Event API Features
- Determine the Best Channels for Server-Side Campaigns
- Understand how Promotions Affect Configuration Options
- Connect Marketing Cloud Personalization with Sales and Service Cloud
- Discover the Trends Feature
15. Reports and Dashboards
- Learn Key Reports and Dashboards Components
- Analyze User Behavior and Activity with Reports
- Optimize Personalization Initiatives with Goals and Filters
- Define Marketing Cloud Personalization Data Warehouse