Unlocking Marketing Potential: Salesforce Experience Cloud and Data Cloud Integration

Imagine a scenario where your company seeks to closely monitor customer web engagement across various Experience Cloud pages. Picture identifying and categorizing customers who frequent specific pages like ‘Free Consultation’ or ‘Specific Product,’ subsequently incorporating them into targeted marketing journeys with tailored promotional offers.

In this blog, we embark on an exploration of the seamless integration between Salesforce Experience Cloud sites and Data Cloud. Our aim is to demonstrate how customer engagement can be effortlessly tracked, transformed, and harnessed to craft actionable marketing strategies. We’ll outline a high-level data flow, dissecting each aspect to provide a comprehensive understanding.

Prerequisite

You need access to and have an essential understanding of Salesforce Experience Cloud, Data Cloud, and newly announced Marketing Cloud Growth.

Experience Cloud Setup

From Digital Experiences, create a LWR-based experience cloud site. Under Integrations enable “Data Cloud”. And finally, publish the site.

Note it will take a few minutes to create DLOs/DMOs that automatically ingest the site’s customer engagement data e.g. pages visited, logged-in customer id etc.

Data Cloud Setup 

Now let’s transform the engagement data so we can create a marketing segment. The custom data transform we will create takes the ingested Data Cloud engagement data and converts it to a new data model object so we can relate it to Individual data model.

Let’s first Install the unmanaged package with a datakit.

Now let’s create data stream from the installed datakit “WebEngagementLabBundle”.

Create Data Transform

Go to the data transforms tab and create a new data transform from the installed data kit.

In the recipe, click on the “Output 0” node, and select “Other” as a category. Select “Website Engagement Id” as a primary key and “FQK Formula” as a foreign key as shown below.

Let’s save it. Give it the name “WebEngagementData”.

Go back to data transforms tab and when it turns to active status, run the recipe.

Create Data Model relation

In order to create a relationship between the newly transformed DMO to the Individual, go to “Data Model” tab, search for WebEngagementData, and click on it. Click on the Relationships tab to create the relationship as shown below.

Create a (or use existing) Identity Resolution on the “Individual” object and run the ruleset.

Marketing Cloud Setup

Now we are ready for Segmentation. Remember in the previous section, we created a relation between WebEngagementData DMO and Individual. Since Identity Resolution runs on Individual we already have indirectly created a relation between WebEngagementData DMO and Unified Individual. So we can leverage any of the attributes of WebEngagementData DMO to filter e.g. Segment with Individuals who visited the page “Free Consultation”.

After creating the segment, we can launch an email campaign by creating a segment-triggered flow. For the start of the flow, use the segment that we just created. Then, add an email element to send the segment members a marketing message.

It’s a wrap

In summary, the integration of Salesforce Experience Cloud and Data Cloud offers a potent tool for refining marketing strategies. By seamlessly combining these features, businesses can track customer engagement, personalize marketing journeys, and drive meaningful outcomes. As explored in this blog, this integration holds promise for enhancing customer experiences and driving business success through targeted marketing efforts. Embracing this synergy enables companies to forge stronger connections with their audience and achieve their marketing goals effectively.

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