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Marketing Cloud Overview for
Admins and Developers
May 18, 2018 | 11:00 am IST
Vishwa Vikas Dagala
Developer Advocate
Engineer, Salesforce
@ittuvikas
vdagala@salesforce.com
Aditya Naag Topalli
Salesforce Technical
Lead, Persistent
@adityanaag
adityanaag@gmail.com
Sainath Penuguduru
Senior Software
Developer, Persistent
@vassainath
vassainath@gmail.com

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 More questions? Visit developer.salesforce.com/forums

Agenda
 Basics of Marketing Cloud
 Data Design
 Integration with Salesforce
 CAN-SPAM and GDPR Compliance

What is Marketing Cloud?
Mobile
Studio
Email
Studio
Contact
Builder
Personalization
Builder
Analytics
Builder
Social
Studio
Web
Studio
Advertising
Studio
Content
Builder
Journey
Builder

Data Design
Lists
A list is a collection of
subscribers that receive your
communications
Contacts
An individual within Marketing
Cloud, with fields across different
studios
Data Extensions
A table that contains your
subscriber data
(sendable and non-sendable)
Publication & Suppression Lists - To manage opt-ins from your Email account
Subscribers

When to use what
 List Model
 Limited Field Types
 Less than 500,000 subscribers
 Data Extension Model
 More than 500,000 subscribers
 Complex Relationships
 Triggered Sends
 SOAP and REST APIs
 More Field Types

Importing Data into Marketing Cloud
 External Systems
 Manual
 Via SOAP and REST APIs
 Import files from FTP
 Salesforce - using Marketing Cloud Connect
 Triggered Sends
 Synchronized Data Extensions
 Salesforce Data Extensions
 Salesforce Data in Journeys

Automations
 Automation Studio
 Background processes at a given time of day
 Example: Import Data of Riders who took the ride for last 10 days from Report
as Data Extensions and automate them every day and this automation can be
used in journey
 Journeys
 Define a path each contact takes in response to their actions
 Example: Send Voucher code if the rider didn’t book a ride in the last 10 days.

CAN-SPAM Compliance
 Accurately identify the sender in the header information.
 Use a subject line that accurately represents the content of the email.
 Identify the message as an advertisement
 Include your physical mailing address.
 Provide a mechanism to opt out and Honor opt-out requests promptly.

GDPR
 Right to be forgotten
 Contact Deletion Framework
 Data Retention Settings
 Data Portability
 Extract Activities
 Tools in UI and APIs
 Consent
 Profile and Preference Center
 Do not Track Preference Attribute

Recommended Resources
 Marketing Cloud Basics Trailhead
https://trailhead.salesforce.com/trails/personalize_customer_journeys_marketing
_cloud/modules/mrkt_cloud_basics
 Marketing Cloud Recipes - https://github.com/sfmcdg/Salesforce-Marketing-
Cloud-Developer-Edition-Recipes
 YouTube Channel - https://www.youtube.com/watch?v=zvUuUuHZ2M8

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Q & A
Try Trailhead: trailhead.salesforce.com
Join the conversation: @salesforcedevs

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