ParameterManagement in the Marketing Cloud: A Step-by-Step Guide

parameters in the Marketing Cloud parameters in the Marketing Cloud pixabay

Managing parameters in the Marketing Cloud can seem complex, but with a solid understanding of the fundamentals and a step-by-step approach, it can be simple and effective. In this blog post, we'll look at how to set up an 'Abandoned Cart' journey in the Salesforce Marketing Cloud, effectively managing parameters for optimal results.

 

Step 1: Setting Up Interactions

A successful 'Abandoned Cart' campaign begins with setting up the right interactions. Interactions are the building blocks of any marketing campaign and manage how your system responds to certain actions by your customers.

Start by setting up a new interaction to capture the transaction. Add variables to the interactions that you need when creating a segment. For instance, you could add the following variables to the transaction interaction: transactionid (text), total (number), status (text). The status can be used to monitor whether the transaction is still in the shopping cart, on hold, or paid​1.

Additionally, you need to set up a second interaction to capture the data of all products within the transaction. Some variables you could include are: transactionid (text), name (text), price (number), productid (text)​1​.

Step 2: Integrating Interactions

Once your interactions are set up, it's time to integrate them. Through the Interaction Designer, we offer different ways to integrate the interactions:

Export a Google Tag Manager template and manage the variables within GTM.

Use a direct POST or GET endpoint for custom integrations.

Use the JavaScript snippet to implement directly via code or Google Tag Manager​1​.

Examples of what the payload can look like for the transaction and the product are as follows​1​:

Step 3: Creating Segments

Once your interactions are set up and integrated, the next step is to create segments based on these interactions. A segment based on an abandoned cart, for example, could segment contacts who added products to the shopping cart less than 1 day ago and where the status is still on hold​​

Another example of a segment could be based on products included in the shopping cart. In this case, the only contacts included are those that have a certain product in their shopping cart, which is based on the productid​​.

Next Steps and Tips

Some next steps and tips for effectively managing parameters in the Marketing Cloud include:

Include your product feed via Data Designer.

  • Create a dynamic content block in Email Studio that includes all products in the shopping cart.

  • Consider including Einstein recommendations​

Setting up an 'Abandoned Cart' journey in Salesforce Marketing Cloud and effectively managing parameters can be a powerful tool for your marketing strategy. With the right interactions, integration, and segmentation, you can create a personalized and effective campaign that boosts customer engagement and drives sales. It requires careful planning and execution, but the results can be well worth it.

Remember, implementing these techniques and strategies not only contributes to the success of your 'Abandoned Cart' campaign but can also provide valuable insights and data that can be used to steer future marketing efforts. With the tools and techniques discussed in this post, you are well equipped to get the most out of your Salesforce Marketing Cloud implementation and elevate your business to new heights.

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