Analytics + attribution highlights of the SFMC Release | Jan 2021

Thought I'd share a few personal highlights from one of my favourite SFMC Releases to date.

Many of the analytics integrations we've been patiently awaiting were finally announced including both Google Analytics free and Datorama dashboard reports for SFMC.

For more detail on what it means for your marketing automation and attribution stack and the actions you should take, please review Datarati's January 2021 Release notes guide here.

My key takeaways...

Analytics and attribution:

• 360 Audiences real time Data Query API let you extract, visualise + analyse in other systems like Tableau
• Calculated insights (and all profile data) can be retrieved using 360 Audiences Profile API
• 360 profiles can now be enriched with web and mobile sdk digital data
• Google Analytics Free integration with SFMC
• Datorama dashboard reports for SFMC
• Datorama Email to Web Conversion App, excellent for Pardot Campaign attribution and SFMC Journey tracking through to Google Goals
• Datorama’s Media Name builder for naming conventions
• Analyse Einstein’s Asset Selection and real-time dynamic Content performance
• SFMC Mobile API now offers delivery receipt events via webhooks
• New Datorama Campaign optimisation app

Customer Experience enhancements:

• AMP-powered emails in SFMC, customer doesn’t have to leave eDM to update info, book meetings, choose products
• Social Studio Facebook chat improved receipt/response times (50% faster but still 2m delay)
• Accessibility feature adds AltText in Facebook Social Studio publishing
• Loyalty Cloud “predefined standard Core objects, mappings and relationships” bre-built in Customer 360
• Understand Einstein’s Asset Selection to the subscriber level
• New app to integrate WhatsApp chat into SFMC Journeys, opening up global Transactional comms

Security updates:

• Bring Your Own Encryption Key (BYOK) for SFMC
• MFA + SSO for Social Studio

Please review the guide and feel free to reach out to the Datarati team for any technical help on the below:

• Chat with your customers via Salesforce Marketing Cloud WhatsApp Messages
• Create and Send AMP-Powered Emails in Marketing Cloud
• Introducing Datorama Reports to replace Discover Reports
• Get One-Click Header Unsubscribe Support in Email Studio
• Enhance your Tracking with Google Analytics
• Maintain Security and Connectivity with the Connected App – Action Required!
• Explore the Einstein Engagement Scoring Model for Mobile Card
• Allow Distributed Marketing Multiple Customer Personalisation Interactions for Segmented Sends
• Use Regular Expressions and Wildcards for Restricted Words in Distributed Marketing