Marketing Cloud Notes — Journey Builder and Automation Studio

Mohan Chinnappan

4 min readJul 11, 2021

In this post, we will explore the features of Marketing Cloud Journey Builder and Automation Studio.

Journey Builder

Key elements driving the optimization:

Customer Attributes
Customer Behavior

Journey Planning

Whiteboarding Visual Maps

Planning the campaigns and mapping them out

Journey Builder

Drag-n-Drop interface
Help to measure the customer engagements
You can provide series of activities to guide the customers
Example: For any customer registered for the event, guide them to the specific/right path so the customers can get more useful information

You can set a goal per Journey

Changing the wait time from 1 day to 1 hour:

Flow Controls

Decision Split

Random Split — up to 10 branches

Engagement Split — customer has opened the email or not? Measure the customer engagement and guide the customer into the right path

Update Contact Activity — for key milestone data — for example if the customer has taken the Fast Track, then update the contact attribute FastTrackCustomer to True in the Marketing cloud data store.

Send Email

Marketing Cloud Connect

Marketing Cloud Connect combines the digital marketing capabilities of Marketing Cloud with the data management, segmentation, and campaign management tools in Salesforce.

You can create unitary customer relationships with more data-driven, personalized conversations and the ability to automate the customer journey.

Select Object Activity — supports standard and custom objects
We can update Marketing Cloud data as well as Sales and Service Cloud data as the customer is progressing to the path