Cumulus Bank and Financial Services want to integrate Data 360 with Marketing Cloud Engagement. They’re using Data 360 to establish a data foundation in Marketing Cloud Engagement. They then want to use the data foundation as part of their campaigns, including their initial customer campaign: a 30-day journey to welcome new auto policy holders and to introduce them to their policy and benefits.
Identify Common Content Personalization Attributes for Event-Triggered Journeys
They decide to create event-triggered campaigns for:
- Policy Onboarding—A 30-day journey to welcome new auto policyholders and to introduce them to their benefits.
- Credit Signup—A 14-day journey to deliver progress updates and solicit feedback after a consumer signs up for a new line of credit.
| Campaign | Attribute | Data 360 Data Type | Journey Data Type |
|---|---|---|---|
| Upcoming Payment Reminder | Customer Credit Balance | Individual | Contact Data |
| Policy Upsell | Policy Type | Unified Individual | Contact Data |
| Campaign | Attribute | Data 360 Data Type | Journey Data Type |
|---|---|---|---|
| Policy Onboarding | eBilling Enrollment Status | Individual | Contact Data |
| Credit Signup | Credit Application Status | Individual | Contact Data |
| Credit Signup | Applicant Feedback Status | Individual | Contact Data |
Determine Which Contact Model Works Best
Cumulus Bank and Financial Services are an international company with a full audience of nearly 10 million contacts shared across 10 countries and five operating units. Although the company is new to Marketing Cloud Engagement, they have a large team that plans to build moderately sophisticated journeys over the next year. They estimate that they’ll need approximately 150 attributes in the data foundation within Engagement to satisfy all potential campaigns over the next year.
Together, the team at Cumulus Bank and Financial Services decides to implement the Collective Core Audience Model pattern in Engagement. Because they’re choosing to implement the Collective Core Audience Model, the team categorizes their chosen required attributes (Contact Data) in preparation for their multiple Data 360 activations.
| Attribute Name | Campaigns Used | Data 360 Data Type | Journey Data Type |
|---|---|---|---|
| Policy Address | Policy Onboarding | Individual | Contact Data |
| Policy Type | Policy Upsell | Unified Individual | Contact Data |
| Attribute Name | Campaigns Used | Data 360 Data Type | Journey Data Type |
|---|---|---|---|
| Credit Application Status | Credit Signup | Individual | Contact Data |
| Available Credit | Credit Signup | Individual | Contact Data |
| Customer Credit Balance | Upcoming Payment Reminder | Individual | Contact Data |
| eBilling Enrollment Status | Policy Onboarding | Individual | Contact Data |
| Applicant Feedback Status | Credit Signup | Individual | Contact Data |