decision split journey builder

About 5 mins

Learning Objectives

Introduction, data extensions, query activity, decision splits, put your toolbox together.

• Challenge +100 points

Gather Your Tools

After completing this unit, you’ll be able to:

• Enter SQL into Marketing Cloud Engagement.
• Create specialized data extensions for Journey Builder.
• Insert AMPscript into Journey Builder messages.

If you look at a typical journey in Journey Builder, you’ll likely see many splits in the journey’s path. These splits are based on contact attributes, contact behavior, decisions from Einstein, or just random distribution. They’re an important part of guiding contacts along the journey to get them where they need to be. Journey Builder splits give you the ability to create the right experience based on individuals' behavior. And while some scenarios can be achieved using the splits as-is, others require additional configuration.

For example, the standard engagement splits in Journey Builder (which are based on contact behavior) don’t work well with links that use AMPscript for personalization. If your contact opens or clicks an email link that uses AMPscript, a standard engagement split can’t make use of that data to guide the next step in the journey. But there is a way! And we cover everything you need to know in this module. With a combination of AMPscript and SQL, you can make a decision split (which uses contact information) perform like an engagement split. In other words, your journey can respond to customer engagement—regardless of the link type (as shown in this example).

Let’s take a look at the tools you need to create this solution.

No surprise that in order to use data, you need a place to put it. This solution requires you to create a data extension that contains three fields.

• SubscriberKey: The key used to identify the subscriber.
• ClickDate: The date the click (or other behavior) occurred.
• LinkName: The name that identifies the link in the email message, known as the tracking alias.

From there,  put this data extension into an attribute group and relate the information to your account’s contact data via the SubscriberKey value. This connection makes sure you can access all of the relevant information as you create your engagement splits.

You can set the data retention policy to whatever makes sense for your journey. We recommend around 30 days, but configure this setting to best suit your use case.

This solution uses a query activity containing Structured Query Language (SQL) to collect the journey’s contact records from the data extension you create. We show you the actual SQL query in the next unit—for now, just know that SQL helps you identify the contacts who received a specific email and clicked the desired links. We recommend that you make the values that identify your links (that is, the tracking alias) unique. SQL queries tend to run faster and more efficiently when you reduce the amount of data they have to consider during the process.

You don’t want to go in and manually find all of these values every day, right? That’s why you also set up an automation that contains the SQL query, and run it for the duration of your campaign. We show you how in the next unit.

The decision splits in your journey control who receives further messaging and what types of messages they receive. For example, you could send a follow-up email to contacts who didn’t click an offer they received. And, with a decision split, you could skip the reminder for contacts who already took advantage of the deal. These decision splits look at the behavioral information stored in your data extension and move your contacts in the right direction.

Remember that the decision splits in this example are simulating the functionality usually handled by engagement splits in Journey Builder. 

Journey Builder lets you customize your contact interactions, and you can always find different ways to make your interactions more specific and detailed. But this unit identifies the basic tools you need to put the entire solution together and accomplish your goal. In the next unit, we join digital marketing manager Isabelle as she works in the Northern Trail Outfitters account to make it happen.

• Salesforce Help : SQL Query Activity 
• Salesforce Help : Journey Builder Activities
• Trailhead : Personalized Email Marketing
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SFMC Journey Builder – Everything You Should Know

• June 8, 2022
• Salesforce Marketing Cloud

SFMC Journey Builder comes with a plethora of features. Learn how to use it to the best potential...

[This post was originally published on 18th June 2020. It has been updated on 8th June 2022.]

Automation is a boon for the world of email marketing. 

We all need tools to automate our processes, and the easy way to do so is by using drag and drop activities in the canvas which makes the process of automation easier. With Marketing Cloud we can track interactions using the powerful data capabilities of Salesforce Journey Builder, also known as a live activity tracker of all the flows included within the Journey. Salesforce Journey Builder can be used if we want to build further flow based on instant response to any of the past activities. 

However, you need expertise and experience when it comes to building complex customer journeys. Apart from Journey Builder, there is the Automation Builder in Marketing cloud to serve almost the same purpose, which we can achieve using Salesforce Marketing Cloud Journey Builder. One of the key differences between the two is that in SFMC Journey Builder we can see the visual flow of our activities, whereas in Automation Studio we can’t.

There are multiple activities in SFMC Journey Builder to accomplish our requirements.  And if our Journey is responsive and optimized, then it would be easy for us to manage the flow efficiently. 

Let’s kick off our Salesforce Journey Builder tour.

What do you want to build?

1. Multi-Step Journey

You can build a journey that sends messages across any channel based on marketing logic and audience behavior.

2. Single Send Journey

In this, you can quickly build and send a single personalized message in any available channel.

Now, let’s discuss the several options available in Salesforce Marketing Cloud Journey Builder. It is divided into 5 sections:

1) Entry Source

2) Activities 

3) Flow Control

4) Customer Updates

5) Sales & Service Cloud

SFMC Entry Source

SFMC Activities Dashboard

SFMC Customer Updates

For all these aFor all these activities mentioned above [in snapshots] we can drag and drop in our Canvas and can build complex journeys as a salesforce marketing cloud email specialist does. Although, the more the number of decision-based criteria the more our journey will be complex, So, here are a few tips that we can follow to make it easy to read and well organized.

Let’s start with Entry Data Source :

1. As a best practice, we should always create a proper segmentation before admitting contacts into Salesforce Journey Builder. We can use either Automation Studio or Data Designer from Contact Builder to accomplish that.

2. In SFMC Journey Builder we should avoid using one Data extension in multiple journeys as it can make the journey slow at the initial stage. It can also impact the data extension and other activities like import, reports creation, send logging, or extracts.

3. We should avoid Data relationships, Data Extensions as an entry source in journeys because a one-to-many or many-to-many relationship can cause issues while retrieving records. In contrast, the Journey is Activated and we won’t get updated records due to inappropriate activities used to refresh the existing Data Extension.

4. If you have selected API as your Entry source, then there shouldn’t be too many 3rd party targeting servers because it will delay the flow process of admitting subscribers in Journey Builder.

5. Salesforce Objects can be selected as an entry source instead of the Synchronized Data Extensions or Salesforce Data Extensions of Marketing Cloud. Also, we should avoid using filter Data Extensions of Synchronized Data Extensions.

6. Cloud Pages are considered as the best workaround if we are planning to use API calls to start our Journey; Cloud pages considered as Landing Pages can be created within Marketing Cloud, and we can use that Smart Capture Form to insert our Subscribers into the Data Extension and Journey in real-time.

7. Event options can be used if we want our Journey to get a trigger from Automation Builder. This option will be used if we want our Journey to start after few activities of Automation like refresh Filter Data Extension, update the tracking of subscribers.

Data Filters of Journey Entry Source :

There are chances of having raw data from Marketing Cloud Pages or 3rd Party API calls. So, there will be a likelihood of this data getting inserted in Journey audiences. To overcome this, we can use Data Filters wisely in Journey builder. One should consider these things while creating and filtering of contact for the Journey:

1. By default, journeys without any contact filter accept two Millions records, whereas if there is any contact filter used, it can go up to 25K/h. 

2. Developers shouldn’t schedule all the journeys at the same time. It makes the account as well as the Journey to slow down as far as performance is concerned.

3. One should set a clear objective while creating Data Filter and Journey flows.

4. Decision split should be avoided as the first activity in the Journey. Instead, we can use filter contact while selecting the entry source.

Flow control decision with logical activities :

We have multiple activities in the Salesforce Marketing Cloud Journey Builder to use in our journey flow. But we need to be extra careful while selecting any of them with the combination of activities. 

1. Wait Activity: This activity sets the wait time between any two activities. In the initial stage, when you start building Journeys, you should avoid more wait activities because large numbers of these make the journey slow in its flow. This activity further distinguishes between 3 subparts:

1. Wait for Activity by Duration  2. Wait for Activity by Date 3. Wait for Activity by Attribute

The most used activity among the top three is Wait by Duration, which helps us to manage the flow and to keep track of data and Email/SMS sent to the subscribers.

2. Split Activity: It will split the records in random count/ selected count, based on the business requirement.

1. Decision Split 2. Random Split 3. Engagement Split

DECISION SPLIT is used to divide the subscribers based on any field in Data Extension. We need to create a custom path or use the fields existing in the Data Extension. RANDOM SPLIT will be used if we want to divide our subscribers on the basis of some random count, and then target Email/SMS will be sent to them. ENGAGEMENT SPLIT is based on the previous activity of the subscriber, i.e. if an email is sent to them, whether they have clicked on that email or not. Also, while configuring Engagement Split, we need to make sure that the Tracking code is enabled in HTML Emails or else conversion tracking is enabled in the org, else Engagement Split won’t work. 

To optimize the journey Decision Split is used with Join operation to make it more enhanced in functionality: JOIN : This option is used to join more than one Split Activity used in the account. Also, we need to ensure that data is stored in the correct location so that the decision split will work properly.

Although we can configure GOAL within our Journey to check if that is giving us the target result or not, it’s always a good practice to add and define goals within our Journey because , at last, the end goal of our process is to do business. Journey Builder allows you to personalize each customer’s Journey. It makes the journey more relevant to their interests, behavior, and needs. This in turn enhances customer engagement with your brand and ultimately increases sales. Likewise, Journey Builder helps to automate marketing, sales, and support teams’ activities. Today, the need to provide on-brand, high-quality, engaging experiences at each touchpoint can be fulfilled by creating an optimized customer journey. Salesforce offers a perfect tool in Journey Builder to understand, visualize, and create customer journeys across channels. 

In this blog, we have tried to make the things easier for a developer who is trying to create a Multiple Paths Journey Flow. We have mentioned the best practices which one should keep in mind while creating flow of the journeys. We hope this helps you use Salesforce Journey Builder to its maximum potential.  

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• Email Client Privacy and Non-Subscriber Activity in Marketing Cloud...
• Run an Automation from the Overview Page
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• Data View: Automation Instance
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• Entry Source Administration
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• Schedule a Data Extension Entry Source
• Choose How to Process Entry Source Data
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• Create an Audience from Contacts
• Schedule an Audience
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• Configure the Inbound Chat Entry Source
• Select a Reusable Entry Source
• Create a Journey-Specific Event
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• Configure an Engagement Split
• Prioritization Example: Update the Abandoned Cart Journey
• Prioritization Example: Update the Reengagement Journey
• Use Restricted Values
• Copy a Decision Split Path
• Reorder Decision Split Paths
• Configure a Random Split
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• Configure a Join Activity
• View Frequency Split Analytics
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• Use the Einstein Send Time Optimization Activity
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• Best Practices for Integration Activity Fields
• Sales and Service Cloud Activity Field Validation and Error Handling
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• Error Message Troubleshooting
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• Create a Behavioral Trigger
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• Set Behavioral Trigger Session Timeout Limit
• Create a Behavior Trigger Email
• Behavioral Triggers Optional Features

Connect a Data Extension for Decision Splits

To use data that isn’t in the entry source or that changes in a Decision Split in Journey Builder, follow these steps to link a data extension in Contact Builder.

To learn more about how and when to use contact or journey data in a Decision Split, see Journey and Contact Data in Decision Splits .

• Navigate to Contact Builder.
• On the Data Designer tab, click Create Attribute Group .
• Name the group Prioritization .
• Click Link Data Extensions .
• Select the data extension you want to link.
• Set the data extension to match your data requirements. For example, link Contact Key from "Customer Data" to "Subscriberkey" from your data extension.
• Click Journey Builder Contacts .
• Set the data relationship to match your data requirements. For more information, see Use Linked Data Extensions in Journey Builder .
• Save your changes.
• Click the link tab next to the new attribute set.
• In the Select Data Extension section, navigate to Journey Builder Prioritization.
• Click Journey Builder Prioritization .
• In the Journey Builder Contacts section, click SubscriberKey .
• In the Journey Builder Prioritization section, click SubscriberKey .
• Save your work.
• Prioritization Example: Update Entry Event In this decision split prioritization example, Journey Builder updates the entry events for a post-purchase confirmation and follow-up journey.
• Prioritization Example: Update the Abandoned Cart Journey In this decision split prioritization example, Journey Builder updates the entry events for an abandoned cart journey.
• Prioritization Example: Update the Reengagement Journey In this decision split prioritization example, Journey Builder updates the entry events for a re-engagement journey.
• Configure a Decision Split

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