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New Name: Marketing Cloud Personalization

Interaction Studio (formerly Evergage) is now known as Marketing Cloud Personalization. The new name reflects our mission and vision for innovation in Salesforce Marketing Cloud. We wish we could snap our fingers to update the name everywhere, but you can expect to see the previous name in various places until we replace it.

When configuring your data model blueprint, it can be helpful to map out the various catalog and profile objects, along with their associated attributes and catalog object relationships, that you might need. This article outlines some best practices to keep in mind while working through this process and also provides an example data model blueprint.

This Article Explains

This article details details data modeling best practices for configuring catalog and profile object blueprints.

Sections in this Article

Best Practices for Catalog and Profile Object Planning

Determining What to Store as a Catalog Object vs a Profile Object:

  • Catalog Objects describe a customer's business context and don't have attributes or information on them that are user specific
    • Good Examples: Products, Services, Rewards, Keywords, Brands, Content Class, Styles, etc.
    • Bad Examples: Vehicle Identification Numbers (VINs), Web Site Pages, Service Cases
  • Profile Objects contain user specific information and can be used to describe a user's relationship to a catalog object
    • Good Examples: Credit Card Ownership, Banking Accounts, Subscriptions, Loans/Mortgages Product Registrations, Service Cases, Event Attendance, etc.
    • Bad Examples: Transactions/Purchases (Transactions/Purchases should leverage the transaction ETL or purchase event. Profile objects do not influence revenue and with a limit of 100 objects of a given type per user, storing transactions as objects will quickly hit this limit)

Aligning Data Storage With Desired Use Case Execution:

  • When determining what information to store, try to think through what that data would help you accomplish from a use case perspective
  • Catalog objects define a customer's business context and play a critical role in understanding a user's behavior/affinity. Interaction (or lack of interaction) with catalog objects impacts segmentation, campaign targeting, and machine learning decisions
  • Profile objects allow for deep user-specific data to be stored in addition to flat user attributes. Profile Objects can be extremely powerful for cross-channel campaign targeting

Creating Robust Catalog Object Meta-Data Wherever Possible:

  • Related Catalog Objects are an excellent way to understand relationships across objects of different types
  • Catalog Objects that are leveraged as Related Catalog Objects across multiple different object types will allow Interaction Studio to both gain a deeper understanding of an individual's affinity/interest and infer interest in object types that a customer may have never actually engaged directly with
  • A robust meta-data model on catalog objects will also greatly improve the power of Interaction Studio's machine learning for both Recipes and Einstein Decisions

Example Catalog and Profile Object Blueprint

The example blueprint provided is for a retail banking company. It is meant purely as an illustrative example. Each client will likely have nuances to their business that require modifications to the example provided.