Marketing Cloud Engagement: Data and Automation

Marketing CloudMarketing Cloud Engagement: Data and AutomationMaster the Marketing Cloud Engagement data layer: the contact model and subscriber key strategy, data extensions, data views, SQL query activities, Automation Studio, contact deletion and Synchronized Data Extensions from Marketing Cloud Connect, with production-grade SQL and performance practices.Intermediate · about 75 minutesWhat you will learn

Explain the Engagement contact model: All Contacts, All Subscribers, Contact Key / Subscriber Key and publication lists

Design data extensions with correct primary keys, sendable relationships, retention and data relationships

Query data views (_Sent, _Open, _Click, _Bounce, _Subscribers, _Job, _Journey, _JourneyActivity) to build tracking and segmentation tables

Write SQL query activities that respect the Engagement T-SQL dialect, the 30-minute timeout and Overwrite/Update/Append semantics

Build an Automation Studio pipeline with file transfer, import, query, verification and script activities

Handle contact deletion and data subject requests, and use Synchronized Data Extensions from Marketing Cloud Connect correctly

Contents

The contact model

Data extensions

Data views: tracking as tables

SQL query activities

Automation Studio

Synchronized Data Extensions (Marketing Cloud Connect)

Contact deletion, privacy and GDPR

Best practices for performance and maintainability

Common pitfalls

Hands-on exercises

Key takeaways