This blog delves into the value that Salesforce Marketing Cloud Interaction Studio provides to marketers (B2B and B2C). We’ll discuss Interaction Studio and its key capabilities with a focus on identity stitching and machine-learning-based recommendations.
In addition, we’ll talk about the integration capabilities with Salesforce products including the three Marketing Cloud tools that could benefit marketers, which are Open-time email, Journey Builder, and Automation Studio.
Interaction Studio Use Case Example
An example of a use case with Interaction Studio is when customers view a product in-store, browse through the web, download a mobile app to use a voucher, make a purchase, and talk to a sales representative after a few days, multiple touchpoints and delivering a consistent experience is needed.
That’s where Interaction Studio comes in, unifying the customer experience with its features.
Web
Based on the user’s interaction with the website (e.g. what content they read, or what products view, how much time they are on a particular page), a personalized banner based on on-site behavior and backend preference is enabled.
Instead of a static banner on the homepage, Interaction Studio activates a dynamic banner in conjunction with the user’s behavior and data.
A personalized email is uniquely catered based not only on aspects such as name, or city but with micro nuances such as user behavior.
Omni-channel
Interaction with a user happens on a specific channel, but reaching out happens on another channel. What we’re looking at here is adding a user on a journey or a nurture campaign when they sign up from a form on the website.
Common Thread between Interaction Studio use cases
Each of the three use cases is unique in its own features but a common thread to all of them is personalization.
Interaction Studio puts web tracking cookies on your website to listen for all the data that comes.
Top 3 Features of Interaction Studio
Today, in this world where we have interactions happening across multiple channels, it’s really important that all your sales, service, and marketing departments talk in the same language. That can be a huge challenge at times.
Interaction Studio is related back to contextual data such as a product catalog or a content catalog. It can bridge the two resulting in a unified view of a customer. From the data of the customer, you can make a centralized decision leading to an orchestrated delivery across all touchpoints.
Open-Time Email
Delivers personalized content and product recommendations at the time an email is opened by the recipient, which is rendered in true real-time, utilizing the most current information of every user in your subscriber list.
The solution is designed to work with any email or marketing provider.
Journey Builder
Based on API. Interaction Studio listens through web, mobile, API, and data feeds, constantly gathering data about visitors, then updates existing segments in real-time. Use these segments to add customers to Journey Builder within moments of data changing.
Automation Studio
Import or export segments between IS and SFMC. Export segments from IS to SFMC/Pardot using IS SFTP — one time or nightly.
Use Automation Studio to import data into SFMC DE. Import data into IS — Marketing Cloud data extensions are extracted using Interaction Studio SFTP as a destination in Automation Studio.
Ultimate goal
As we learned, Interaction Studio unifies multiple touchpoints of user behavior from viewing a product through a website all the way to talking to a sales representative after a purchase. From these features, it all comes down to a better understanding of the customer’s needs, making it the best experience for them as possible.
Learn more from the original content of Deboleena Bhattacharyya here. Or, check out more MarDreamin videos here.
