We wanted to draw attention to a few new features that clients should be eager to use when Salesforce Marketing Cloud App published its most recent improvements in April 2021.

What are the main changes, and how will they impact my business? Is a question on your mind if you use SFMC or are just curious about the product? The SF experts have summarized the 5 key features from the release and their effects on users at AwsQuality.

The Salesforce Marketing Cloud Developer Release Includes 5 Major Updates.

Multi-Touch Attribution App for Marketing Cloud Intelligence

Consumers still want individualized marketing experiences, even when access to third-party data is declining. These communications rely on first-party data, where quantifying the impact has always been challenging. Just that is covered in this most recent release. Salesforce is introducing the new Multi-Touch Attribution App for those already utilizing Salesforce Marketing Cloud Services to help you enhance productivity by examining touchpoint efficacy.

You will have more control over your attribution analysis while the complexity is reduced thanks to this new functionality, which is built on top of Salesforce Marketing Cloud Development Intelligence Data Lakes. Regardless of size, it can ingest and analyze your first-party user-level data. You can compare attribution models or develop your own, maximizing touchpoint efficacy according to your company's and your client's needs. The software offers clear reports that clearly show the cross-channel optimization process.

Let's look at an example where a business unit wishes to maximize the return on their marketing investments for a credit card campaign to put this new app into perspective. They seek to learn the typical duration and volume of events required for conversion. This is simple to accomplish using the app by choosing the needed touchpoints, breakdowns, and associated conversion events. Business units can utilize this information to assess this campaign's efficacy compared to other campaigns and make necessary adjustments using the Multi-Touch Attribution App.

Cloud Package Manager for Marketing

The Salesforce Marketing Clouds Package Manager, which includes more sophisticated functionalities, has replaced the Deployment Manager on the App Exchange. Using the new built-in application, you may share fully configured journeys, automation, and information with various business units and Enterprise accounts. This will speed up onboarding and enable users to share and grow best practices across the organization for quick time to value. Be aware that both programs are now accessible.

Using the previous example, the credit card team has been updating and improving the most recent credit card client journeys for months with outstanding results thus far. Now that they've used effective tactics to launch their previous campaign, the personal banking team wants to run a similar one. A fully customized copy of the initial credit card customer journey may be shared with the private banking team using the new Marketing Cloud Package Manager. They will be able to see your procedures and make any necessary modifications.

Personalization of Marketing Cloud Surveys

It has finally been migrated over to Marketing Cloud Personalization for users of Marketing Cloud Personalization Premium who used the survey tool in Evergage. Thanks to these improved capabilities, users may design, test, and deploy questions to collect visitor feedback while they are on your website. This data may then be utilized to segment users and personalize experiences in real-time while giving your campaign team suggestions on what products to promote and how to target different user groups.

Let's use the same illustration for financial institutions. In this case, a prospective client accesses a bank's website and has a variety of goods to choose from. The goal of a financial institution is to provide tailored advice that meets the client's needs. Customers can get a popup asking about their interests in particular items or preferred forms of communication using Salesforce Marketing Cloud Platform Personalization Surveys. The user would then be routed to the relevant pages and goods. As a follow-up to their website visitors, they would receive more information by email, assuming they choose mortgages and emails, respectively.

Tableau integration with Customer 360 Audiences (C360A)

With the help of a native connector from Salesforce Marketing Cloud Software, the C360A and Tableau interface has been upgraded, giving users better access to data and more options for using it. Thanks to this better integration, users now have more control over how involved they want to be in their data analysis. Large datasets may now be pulled into Tableau quickly, allowing for more intricate manual searching to uncover new insights.

Additionally, this new integration offers a more intuitive approach where Tableau can classify clients into behavioral groups using calculated insights from C360. With choices to publish dashboards in both Tableau and C360A, users may choose where they want their data visualization to live, regardless of which approach they prefer. The Tableau connector makes it simple to group consumers using computed insights and move them to Tableau, where patterns can be observed over time in cases where a financial institution wishes to examine how various sorts of customers interact with their website.

Accessibility of Journey Builder

Finally, thanks to the most recent upgrade, you may now see additional information about your customers' trips. In the past, Journey Builder needed more visibility into how well consumer journeys were doing. To retrieve the data and gain insights, challenging SQL queries were required. Users of this new feature can now access a list of contacts processed during non-wait activities throughout the previous 30 days, along with each contact's status. In turn, this will make it easier to spot trends, comprehend each action's success and error rates, and solve problems more rapidly.

Our current FS example established a new customer path and needed to operate more effectively. With the increased JB visibility, it is now clear that 27% of customers have experienced difficulties while sending emails, with the error message indicating that the email address cannot be retrieved. You can determine that there must be a problem with the Data Extension using the new functionality and fix it accordingly.