In Salesforce Data Cloud, the activation of your data is a crucial step that follows various processes such as ingestion, modeling, mapping, reconciliation, and transformation. The ultimate goal is to leverage the perfected segment rather than leaving it idle in Data Cloud.
There are two primary methods for activating your data: activations and data actions. This guide aims to provide a comparison between these two approaches, clarifying the circumstances in which each should be employed.
Activations vs. Data Actions
>> Activation:
Activation involves transmitting the ‘golden records’ to a destination for use in tailored interactions.
>> Activation Target:
The activation target is the setup that specifies where the data of a segment is sent during the activation process.
> >Data Action:
Data action is the setup that dictates when and how an alert or event is transmitted to initiate an automation or data integration.
>> Data Action Target:
To facilitate data actions, a data action target configuration is required, determining the destination where an alert or event is sent to trigger automation or data integration.
Activations vs. Data Actions
There are four types of activation targets:
1. File Storage: This allows you to send segments to various file storage platforms such as Amazon S3, SFTP, Google Cloud Storage (GCS), and Microsoft Azure blob storage.
2. External Activation: External platforms can have multiple activation targets, but each external platform account can only be linked to one activation target. For instance, if you have multiple Google Ads accounts, you can assign one activation target per Google Ads account.
3. Marketing Cloud: This feature enables you to push segments to Marketing Cloud business units. During creation, you can specify the inclusion of business units using a selection interface. After activation, the segments can be viewed in Contact Builder. It’s important to note that activating segments to business units may result in discrepancies, so it’s recommended to isolate the activation target to a single business unit.
4. Data Cloud: This type is used to publish segments to other Salesforce apps, such as Sales Cloud and Service Cloud. Only one activation target can be created for Salesforce.
Additionally, Activation Targets are automatically generated for each Marketing Cloud Personalization (formerly Interaction Studio) account and B2C Commerce instance connected to Data Cloud. Deleting an activation target will sever the connection for all segments using that target, and you have the option to temporarily disable/enable activation targets.
Data Actions: The Facts
1. Transmit a notification or generate an event to a specified recipient by leveraging real-time insights and engagement data.
2. Initiate an automated process (such as a Flow) or facilitate data integration with platforms like MuleSoft Anypoint and other Software as a Service (SaaS) applications.
3. The compatible destinations include the Salesforce platform event, webhook, and Marketing Cloud.
4. Begin by establishing a data action target; subsequently, configure the data action to complete the setup
Summary
The Salesforce Data Cloud provides two methods for leveraging your data: activations and data actions. It is essential to comprehend the functionality of both and discern when to use each to harness the ‘golden record’ crafted by Data Cloud effectively.
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