Hands-On Salesforce Data Cloud

Chapter 12. Segmentation and Activation

In Chapter 11, we looked into ways you can take action with your data through CIs, data actions, data enrichments, and more. Features demonstrated there were OOTB standard functionalities that are included with Data Cloud licensing.

Here, we’re going to explore segmentation and activation. Given the history of the Data Cloud platform, it’s not surprising that segmentation and activation are currently the most common use cases for Data Cloud.

We were introduced to segmentation and activation in Chapter 3 when we discussed Figure 3-7 (appearing here again in Figure 12-1). In this chapter, we’ll dive deep into the topic.

Some of the segmentation functionality described in this chapter might be familiar to you if you have Salesforce Marketing Cloud experience. For example, it’s possible to create nested segments in both Data Cloud and Marketing Cloud.

It’s important to note that access to all Data Cloud segmentation and activation functionality requires an add-on license. If you don’t see in your Data Cloud org the menu options and functionality described, you’ll want to reach out to your Salesforce account executive to obtain the necessary licensing.

We’ll discuss the following menu option tabs:

• Activation Targets
• Segments
• Activations
• Data Explorer (to review segment-specific DMOs)

Figure 12-1. Segmentation and activation

Segments are most ...