Salesforce MCAE: Using to Data Cloud segment

How to use Data Cloud segments in MCAE?

Create Segment in Data 360

1. Make sure the Account Engagement Integration ID is mapped in the object for the segment
2. Use the default data space
3. Add the segment attributes
4. Schedule and publish the segment

** Interestingly, we do not need activation to allow the segment to be used in MCAE.

Create Dynamic List in MCAE:

1. Best practice: create the dynamic list name to include the segment name of Data 360, so at a glance you know which segment is used; for example: Dyn_D360_Automotive West; Dyn = dynamic, D360 = use Data 360 segment, and Automotive West = the segment name in Data 360.
2. Up to 100 dynamic lists can be built in MCAE using Data Cloud Segments
3. Up to 1 million prospects per list
4. Each segment can be connected to one dynamic list; this is why the naming convention in dynamic lists is important.
5. A new dynamic list can take up to 3 hours to populate for the first time. Allow up to 1 hour for a dynamic list to update after a Data 360 segment is refreshed.
6. Record counts can vary between MCAE dynamic lists and Data 360 segments. For example, prospects in the Recycle Bin or those without a matching Data 360 Account Engagement Integration ID and Salesforce ID aren't counted. Segments in Data 360 can be built on Individuals, Unified Individuals, Leads, or Contacts. The object that you choose affects the value in the Account Engagement Integration ID field.
7. You can use a calculated insight to define and calculate multidimensional metrics in Data 360 based on prospect data or email engagement data from MCAE, then use the calculated insights to define segment criteria.
8. If we change the segment name in Data 360, the "Segment Name" information in the dynamic list created will be updated too.

Sample dynamic list from the screenshot: red boxes are the dynamic list information, and blue boxes are segment information.

Reference: 

• Build Segments and Analytics with Data 360

Salesforce: Add to Campaign

Background: A user can add a Lead or Contact to a Campaign via the "Campaign History" related list. 

But the user does not see the "Add to Campaign" button in the list view or report. What is the cause?

Finding: The user needs the following permissions:

• Enable "Marketing User" on User Records
• Campaigns: Read and Edit permissions.

Additionally, the user does not need to have create or edit permission on the Campaign object.

Salesforce: Contact in Opportunity

Continue from the previous blog: Primary Campaign Source, Opportunity Contact Role, and Campaign Influence. You may be aware that there is a field called Contact ID in the Opportunity:

• API Name = ContactId, Label = Contact ID
• This is a standard Salesforce field, not a custom field
• The field type is a lookup to Contact
• The field is not visible in the Object Manager
• You can query the field with SOQL

This field value is auto-populated when a contact is added and marked as Primary in the Opportunity Contact Role. Note that we can only have one Primary contact for one Opportunity.

Dreamforce 26 Tips

If this is your first time attending Dreamforce, here are a few tips:

Shoes - wear comfortable shoes. Dreamforce campus is huge and will require us to walk around, so please wear comfortable shoes; also, not brand-new shoes.

Bag/backpack - security is always strict. Bags or backpacks exceeding 12 by 18 by 6 inches will not be allowed into Dreamforce. Bring only essentials, as Dreamforce is a long day.

Clothes - Wear layers and comfortable, sneakers; jeans, plain shirts, vests, hoodie are just fine.

Lunch - a meal will be provided in a lunchbox from 11.30 am to 1.30 pm with multiple choices. Morning and afternoon beverages are available throughout Howard Street, Moscone North, and Moscone West. Don't skip meals because you're "too busy."

Hydrate - bring your water bottle; there will be many water stations across the Dreamforce campus for refills.

Power bank - as we may use our phones a lot throughout the day, the battery will drain quickly. Bring a portable charger to avoid the panic of finding a power port.

Explore - there will be 100+ booths from Salesforce and partners; it's good to explore the ones you're interested in, see their product live demo, and ask questions.

Break and recharge - there are hundreds of sessions, and we will not be able to attend all. Build your agenda with breaks in between for a rest; it is much more time-saving than falling sick. Also, grab some protein bars to bring with you just in case you need food

Agenda - build your Dreamforce agenda from https://reg.salesforce.com/flow/plus/df26/myagenda/page/myagenda  

Additionally, you can install the mobile app called "Salesforce Events" from the App Store or Google Play. You can also sync the agenda to your Outlook/Gmail

Session - some sessions need to be reserved in advance (from agenda builder) and need to be queued before the session starts, so come early when possible, be flexible, and many sessions can be watched later online at https://www.salesforce.com/plus. So, don't assume you can just walk in at every session.

Wi-Fi - there will be free Wi-Fi across Dreamforce, although sometimes the connection can be patchy when there are too many people

• Wi-Fi Network: #DF26
• Password: Dreamforce2026

Quiet zone - in case you need to have a quiet zone for calls, rest, etc.

• Moscone North, Level 1, Room 113
• Marriott Marquis, Level 4, Pacific F
• InterContinental, Level 3, Yerba Buena
• Yerba Buena Center, Mindfulness Meadow

Official FAQ: https://www.salesforce.com/dreamforce/faq/ 

Dreamforce Campus Map (screenshot from the Salesforce event mobile app)

MCAE and Salesforce Email in Data 360

In this blog, we discussed Email Activity DLO, or Email Engagement DMO. This blog will continue with how the MCAE and Salesforce email information is stored in Data 360.

We can get information from 3 objects related here; ideally, this should be done in DMO.

1. Email Engagement DMO / Email Activity DLO

This is the base object that stores all emails sent from MCAE. This object can be related to the Bulk Email Message DMO with key: Email Engagement object (field Bulk Email Message) related to Bulk Email Message object (field Bulk Email Message Id). The relationship needs to be set up from the child object, which is the Email Engagement DMO.

A few important fields from this object:

• Bulk Email Message Id starts with the prefix 0XB
• Engagement Date Time: when the record is created
• Individual information starts with the prefix 003 (contact) or 00Q (lead)
• Engagement Channel Action: SEND_STATUS, CLICK, and OPEN
• Email Recipient Send Status: SENT or blank

Again, you can check all other fields in this object from this blog.

2. Bulk Email Message DMO / List Email DLO

We can treat this as the parent object, Email Engagement; the data is coming from both emails sent from Salesforce List Email and from MCAE, which is synced from data stored in the ListEmail object in Salesforce.

We can create a Salesforce report using the "Bulk Email Message with Email Engagement" report type; however, because of the "with", this means only Bulk Email Message has child records of Email Engagement DMO, which also means the results are ListEmail sent from MCAE only.

Because the Campaign ID field is in this object, we can relate it to the Campaign DMO. The relationship needs to be created from this object to Campaign. 

The 1st relationship is the Bulk Email Message object with key field = Campaign, related to the parent object Campaign with key field = Campaign ID.

The 2nd relationship is the same as mentioned in the Email Engagement DMO relationship above.

A few important fields from this object:

• Send Method Type: List Email or Automated Email
• Sent Via: Salesforce or Pardot
• Email stat fields such as: Total Sent, Total Delivered, Total Hard/Soft Bounces, Unique Opens, and Unique Clicks
• Subject
• From Name and From Address
• Name, which is the List Email name

Creating a Salesforce report using the Bulk Email Message report type will return all records for emails sent from Salesforce and MCAE, similar to a query to Salesforce's ListEmail object.

3. Campaign

As the objects have been linked, we can use Query Editor to run SQL to get the results as needed. So, instead of showing Campaign ID, we can get the campaign name, owner, start date, end date, etc. 

Salesforce: Sales Engagement email

A few out-of-the-box custom report types are created when you enable Sales Engagement (pka High Velocity Sales) in your Salesforce org.

Cadences & Steps

Cadences & Steps with Monthly Metrics

Cadences & Trackers

Each report type produces different results; for example, Cadences & Steps uses Cadences as the primary object, with or without related records from Cadence Steps. This report will produce the effectiveness of cadences and cadence steps, all the metrics about the Cadence and its Steps—one cadence usually has many steps. The Step Cadence object gives all information related to the step; for the email step cadence, it will contain: 

• All Email Sent Count
• All Email Delivered Count
• All Email Bounced Count
• All Email Opened Count 
• All Email Link Clicked Count

and many more. Check this article: Asset Engagement Reports for Sales Engagement. To see all out-of -the-box Sales Engagement reports, look for the report folder 'Sample Sales Reports' or 'High Velocity Sales Dashboard Reports'.

Sample report: As you can see from the screenshot, the Step Name is auto-generated and doesn't really tell anything, but the Step Title and Type from Cadence Step are useful.

If we group the report by Type, here are a few values available:

• Root
• Make A Call
• Send An Email
• AutoSendAnEmail
• Create Task
• LinkedInMail
• LinkedInConnection

For email, there are Type = Send An Email and Auto Send An Email. As per the name, AutoSendAnEmail will let the system automatically send the email, while Send An Email is for the user to review and send the personalized email. Both are still available in the Cadence Builder Classic and Cadence Builder 2.0.

Dive deeper if you need to understand how the data/metric is stored; they are stored in 2 different objects: ListEmail or ActionCdncStpMonthlyMetric. Check the Type field on the ActionCadenceStep object:

• Step Type = AutoSendAnEmail >> ListEmail 
• Step Type = SendAnEmail >> ActionCdncStpMonthlyMetric 

ListEmail (0XB)

Sample SOQL: 

SELECT Id, Name, CreatedDate, TotalSent, TotalDelivered, ActionCadenceStepId, ActionCadenceStep.ActionCadenceId, ActionCadenceStep.Type, ActionCadenceStep.TypeDetail, ActionCadenceStep.MessageType FROM ListEmail WHERE CreatedDate = last_month AND ActionCadenceStepId <> '' ORDER BY CreatedDate 

Items to note from the above query:

• ActionCadenceStepId filter with NOT BLANK; this is to get only list emails sent from Sales Cadence, and not from MCAE or Contact list view, Lead list view, or Campaign Members list view.
• Even if ActionCadenceStepId is not blank, ActionCadenceStep.ActionCadenceId can be blank. To overcome this, you can look into the ActionCadenceStepTracker object.
• For the same list email Name, the ActionCadenceStepId can be duplicated with different create dates.
• Total email metrics can be grouped by ActionCadenceStepId

ActionCadenceStep (8C8)

Sample SOQL:

SELECT Id, CreatedDate, StepName, StepTitle, Type, TypeDetail, ActionCadenceId, AllEmailsSentCount, AllEmailsDeliveredCount FROM ActionCadenceStep WHERE CreatedDate = last_month ORDER BY CreatedDate 

Check this and this article for reference.

Items to note from the above query:

• TypeDetail: If the step is a cadence step flow, this field contains the flow name. Otherwise, this field contains the same value as the Type field. 
• StepName will contain the step Name, such as 2a92c03f-c1f9-4b2c-9548-42c0c564ec34, bacb7132-e45f-42cf-94f8-85ccef2515a6; unless Type = Root, this name will be 'RootNode'.
• Step Title usually has values such as: Day 1: Email, Day 9: Make a Call, Day 6: Send Connection Request, but the cadence creator can type in anything as their preferred, but a good practice to enter a meaningful step name; this will help any user understand the step more easily.
• This object is a child of ActionCadence, so you will have multiple records with the same ActionCadenceId.
• The email metrics starting with AllEmails* are available for SendAnEmail and AutoSendAnEmail.

ActionCadence (77C)

Sample SOQL:

SELECT Id, CreatedDate, Name, Type, TotalSteps, TotalTargets, ActiveTargets, ActivatedDate, FolderName FROM ActionCadence WHERE CreatedDate = last_month ORDER BY CreatedDate 

Items to note from the above query:

• Type: this may contain Standard, Quick, or SDR -- using cadence builder will be Standard
• FolderName: where the cadence is stored
• ActiveTargets: the total number of active targets that are currently assigned to this cadence; you will see this number when you open the Cadence Targets in the user interface.
• TotalTargets: the total number of targets that have been assigned to this cadence.
• ActivatedDate is usually the same as CreatedDate, but with only date information

Check out this article for reference.

ActionCadenceStepTracker (8HF)

Represents a step in an active cadence for a specific cadence target. An ActionCadenceStepTracker record is created when a target moves to a new step in a cadence. Use ActionCadenceStepTracker to find information such as the step's current state, the reason it completed, and its type.

Sample SOQL:

SELECT Id, CreatedDate, ActionCadenceId, ActionCadenceName, ActionCadenceStepId, StepTitle, StepType, TargetId FROM ActionCadenceStepTracker WHERE ActionCadenceStepId = '8C8xxxx' ORDER BY CreatedDate 

Items to note from the above query:

• TargetId: this is a Lead or Contact ID
•  You can get the Cadence Name, Step Title, and Step Type without needing to get it from their object

One interesting thing about querying this object: you will get ActionCadenceId and ActionCadenceName, even though they are not/no longer visible when querying the ActionCadenceStep object.

Check out this article for reference.

ActionCdncStpMonthlyMetric (0gk)

Sample SOQL:

SELECT Id, CreatedDate, ActionCadenceStepId, ActionCadenceStep.ActionCadenceId,  AllEmailsSentCount, AllEmailsDeliveredCount, AllEmailsHardBouncedCount, AllEmailsSoftBouncedCount, AllEmailsOpenedCount, AllEmailsLinkClickedCount FROM ActionCdncStpMonthlyMetric WHERE CreatedDate = this_month

If the ActionCadenceStepId is recorded in this object, it will not be available in the ListEmail object. As mentioned earlier, record in this object only for SendAnEmail, not from AutoSendAnEmail.  

Unfortunately, some of these objects, such as ActionCdncStpMonthlyMetric, are not available in the CRMA dataflow/recipe. But Salesforce provides 3 out-of-the-box CRMA dashboards; check this article.