Marketing Cloud Personalization Data Analytics

Through its normal operations, Marketing Cloud Personalization tracks and measures customer and prospect engagement across a company’s many channels at both the individual and business account levels. The data tracked by Personalization includes digital interactions, active time spent, preferences, intent, purchases, referring source, browser, geolocation, survey responses, weather, and other indicators or measures of engagement and behavior.

Personalization supports analytics on the data it tracks through Data Warehouse. Using Business Intelligence (BI) tools, business data analysts and data scientists can analyze and report on data without impacting the performance of Personalization or the company website. Data analytics capabilities on the Personalization Data Warehouse enable companies to better understand their customers, evaluate their campaigns, personalize content, create content strategies, develop better products, and more.

The articles in this section provide the specifications for the Personalization Data Warehouse, including:

• Data Warehouse Physical Data Model: Physical data model of the data warehouse.
• Data Dictionary: Data specifications for the tables in the data warehouse.
• Scratch Schema: Schema specifications for scratch tables used for machine learning, data analysis, investigation, and reporting.