Audience

Salesforce Marketing Cloud - A platform that enables marketers to provide engaging and personalized customer experiences through automation of timely and relevant messages across e-mail, mobile and social at massive scale.

Prerequisites

In order to enable Arena’s integration with Salesforce Marketing Cloud, you will need to a Salesforce Marketing Cloud account and an App Center account with Salesforce Marketing Cloud enabled for API Integration, and have created an API Integration Application Type app to obtain your credentials (Client ID, Client Secret) for Arena configuration.

The Arena integration with Salesforce Marketing Cloud uses the Subscriber data extension to store audience data, so you will need to have the Subscriber data extension set up in your Marketing Cloud app. See the following Salesforce documentation for assistance.

Data Format

Arena will create a Data Extension table in Salesforce for each audience you forward. You can find your audiences directly under Data Extensions in the Salesforce Marketing Cloud dashboard. Data extensions will be named based on the Audience Name, or the External Audience Name if one is set. Each record in the data extension table will have the following attributes

Subscriber Key: Arena forwards Customer ID, Email, Arena ID, or Other depending on which you nominate as the ‘Subscriber Key’ in the Connection Settings.
TimeStamp: UTC Timestamp for the last update of the record.
ARAUDIENCEMEMBERSHIPSTATUS: A boolean value that determines whether the user is a member of the audience.
IDFA: Apple Advertising ID
IDFV: Apple Vendor ID
GAID: Google Advertising ID
Android ID: Android Vendor ID 


Note: Once a user has been added to a Data Extension Table, Arena cannot remove the record. When a user drops out of an Audience, Arena instead sets the ARAUDIENCEMEMBERSHIPSTATUS for that user to false. Therefore, when you use Arena audiences to target communications in Salesforce, you must select only records where ARAUDIENCEMEMBERSHIPSTATUS is true. Otherwise, you risk targeting users who are no longer part of the audience.

Data Processing Notes

Users must have your selected Subscriber Key identity for data to be forwarded to Salesforce. For example, if you choose ‘Customer ID’, and your users do not have a Customer ID, no data will be sent to Salesforce.

Upload Frequency

The Salesforce Marketing Cloud Audience Integration uses Bulk Forwarding. Bulk Forwarding means that, instead of uploading updates to an audience in real time, Arena compiles updates into a queue until either a given amount of time has passed since the last upload, or until a certain number of updates are waiting to be sent.

By default, A uploads to Salesforce Marketing Cloud whenever at least one of the following conditions is met:

  • 90 minutes have passed since the last update.
  • At least 100000 messages are in the queue.

Upload frequency can sometimes be adjusted. Reach out to your Arena Account Manager if you need to discuss upload frequency.

Configuration Settings

Client ID (string): Your Client ID from Salesforce Marketing Cloud App Center
Client Secret (string): Your Client Secret from Salesforce Marketing Cloud App Center

Connection Settings

Subscriber Data Extension Key (string): External key of the subscriber data extension for storing user attributes
Subscriber Key (string): Default: customerId . Subscriber Key 

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