Atnaujinkite slapukų nuostatas

El. knyga: Salesforce Marketing Cloud For Dummies

2.00/5 (1 ratings by Goodreads)
,
  • Formatas: PDF+DRM
  • Išleidimo metai: 13-Oct-2017
  • Leidėjas: For Dummies
  • Kalba: eng
  • ISBN-13: 9781119122111
Kitos knygos pagal šią temą:
Salesforce Marketing Cloud For DummiesDidesnis paveikslėlis
  • Formatas: PDF+DRM
  • Išleidimo metai: 13-Oct-2017
  • Leidėjas: For Dummies
  • Kalba: eng
  • ISBN-13: 9781119122111
Kitos knygos pagal šią temą:

DRM apribojimai

  • Kopijuoti:

    neleidžiama

  • Spausdinti:

    neleidžiama

  • El. knygos naudojimas:

    Skaitmeninių teisių valdymas (DRM)
    Leidykla pateikė šią knygą šifruota forma, o tai reiškia, kad norint ją atrakinti ir perskaityti reikia įdiegti nemokamą programinę įrangą. Norint skaityti šią el. knygą, turite susikurti Adobe ID . Daugiau informacijos  čia. El. knygą galima atsisiųsti į 6 įrenginius (vienas vartotojas su tuo pačiu Adobe ID).

    Reikalinga programinė įranga
    Norint skaityti šią el. knygą mobiliajame įrenginyje (telefone ar planšetiniame kompiuteryje), turite įdiegti šią nemokamą programėlę: PocketBook Reader (iOS / Android)

    Norint skaityti šią el. knygą asmeniniame arba „Mac“ kompiuteryje, Jums reikalinga  Adobe Digital Editions “ (tai nemokama programa, specialiai sukurta el. knygoms. Tai nėra tas pats, kas „Adobe Reader“, kurią tikriausiai jau turite savo kompiuteryje.)

    Negalite skaityti šios el. knygos naudodami „Amazon Kindle“.

Salesforce Marketing Cloud: Take your digital marketing on a journey!

Everything seems to be moving to the cloud these days—and digital marketing is no exception!Salesforce Marketing Cloud For Dummies guides you through the use of Salesforce's exciting suite of cloud-based digital marketing solutions, which have the power to help you plan, personalize, and optimize your customers' journey. Written by a leader of the Salesforce training and development team, Salesforce Marketing Cloud users will find essential information on using the suite of tools and tips and tricks that only an insider would be able to share. With easy-to-follow instructions, this guide helps you discover how to incorporate your data sets into the tools to create models, campaigns, and customer maps that enable you to create a positive experience for your customers.

As Salesforce.com's multi-channel digital marketing platform, the Salesforce Marketing Cloud focuses on helping you manage one-on-one customer journeys. Leveraging a variety of features, this suite of tools offers email marketing, mobile marketing, social media marketing, content and messaging, predictive intelligence, and more. Your ability to navigate these features and functions will determine your digital marketing campaign's success, so it's critical that you make the most of this tool!

  • Navigate and manage the Salesforce Marketing Cloud
  • Define and understand your customers' journeys—and how you fit into them
  • Engage your customers across devices, ensuring consistent communication
  • Use predictive data to optimize engagement

Salesforce Marketing Cloud For Dummies helps you make the most of your investment in the digital marketing world!

Introduction 1(4)
About This Book
1(1)
Foolish Assumptions
2(1)
Icons Used in This Book
2(1)
Beyond the Book
3(1)
Where to Go from Here
3(2)
Part 1: Getting Started 5(56)
Chapter 1 Introducing the One-to-One Customer Journey
7(16)
The Dawn of the Customer Journey
8(5)
Early email marketing
8(2)
From batch and blast to the highly personalized message
10(1)
From two channels to too many to count
10(2)
From brand-centric to customer-centric
12(1)
The customer journey revolution
12(1)
The Importance of the Customer Journey
13(4)
Marketers in today's businesses
13(1)
Decisive moments for customers
14(1)
Grow the top line
15(1)
Data-based insights
16(1)
Operating in real-time
16(1)
Mastering the metrics that matter
17(1)
The journey is the reward
17(1)
Defining the Customer Journey
17(3)
Start with the basics
18(1)
The sticky note exercise
18(2)
Mapping it out
20(1)
Fulfilling the Customer Journey with Marketing Cloud
20(3)
Preparing to use Marketing Cloud
21(1)
Getting access to Marketing Cloud
21(2)
Chapter 2 Navigating Salesforce Marketing Cloud
23(10)
Exploring Marketing Cloud
24(5)
Dashboard components
25(2)
Getting help with Marketing Cloud
27(1)
Accessing business units
27(2)
Accessing Your Apps
29(4)
Chapter 3 Administering Marketing Cloud
33(16)
Managing Marketing Cloud Users
34(3)
Accessing the Users page
35(1)
Creating a user account
35(2)
Giving an Enterprise 2.0 user access to business units
37(1)
Providing Access for Users
37(4)
The role of roles in Enterprise 2.0
37(2)
Assigning roles
39(1)
Overriding role permissions
39(2)
Creating or editing a role
41(1)
Securing Marketing Cloud
41(3)
Sender and Delivery Profiles and Send Classifications
44(3)
Creating a sender profile
45(1)
Creating a delivery profile
46(1)
Creating a send classification
46(1)
IP Warm
47(2)
Establishing your reputation
48(1)
Warming your IP
48(1)
Chapter 4 Dashboard Tools
49(12)
Using the Calendar
49(4)
Calendar event sources
51(1)
Creating a calendar event
52(1)
Managing Campaigns
53(10)
Campaign associations
53(2)
Touring the campaign screen
55(1)
Creating the campaign
56(1)
Adding associations to a campaign
57(1)
Tagging a campaign
58(3)
Part 2: Utilizing Data 61(30)
Chapter 5 Identifying and Preparing Your Data
63(12)
Defining Your Data Set
64(8)
What data do you have'
64(1)
What data do you wish you had?
65(3)
Defining an initial data set
68(1)
Dealing with a data shortfall
69(3)
Data after a send
72(1)
Mapping Your Data to Your Objectives
72(3)
Marketing objectives
73(1)
Data to fulfill your objectives
73(1)
Data objective exercise
74(1)
Chapter 6 Establishing Your Data Model
75(16)
Understanding Marketing Cloud Data Models
76(10)
Subscriber-and-list model
76(2)
Relational data model with data extensions
78(3)
Which data model will work for you?
81(1)
Setting up a subscriber-and-list data model
82(3)
Setting up a relational data model
85(1)
Getting Data into Marketing Cloud
86(3)
Importing to subscriber attributes
87(1)
Importing to data extensions
88(1)
Utilizing a CRM integration
88(1)
Contact Builder
89(2)
Part 3: Marketing Cloud Builders 91(70)
Chapter 7 Content Builder
93(22)
Using Content Builder
94(11)
Changing the display
94(2)
Finding content in Content Builder
96(2)
Organizing content in folders
98(1)
Importing content from Classic Content
99(1)
Uploading content outside Marketing Cloud
100(1)
Managing content in Content Builder
101(4)
Images and More
105(1)
Templates
105(2)
Messages
107(3)
Creating reusable content blocks
107(2)
Creating reusable code snippets
109(1)
Approvals
110(5)
How the Approvals app works
110(1)
Setting up an approval workflow
111(2)
Who should use the Approvals app?
113(2)
Chapter 8 Audience Builder and Contact Builder
115(16)
Contact Builder
116(6)
Menus
116(3)
Contacts
119(1)
Relationships and cardinality
120(1)
Creating attribute groups
120(2)
Audience Builder
122(9)
Dashboard
123(1)
Audience workspace
124(2)
Creating an audience
126(5)
Chapter 9 Analytics and Personalization Builder
131(14)
Discovering Discover
132(4)
Modifying an existing report
133(1)
Creating a report from scratch
134(2)
Using Standard Reporting
136(5)
Running a report
136(1)
Subscriber Engagement report
137(1)
Recent Email Sending Summary report
138(1)
Account Send Summary report
139(1)
Email Performance for Domains report
140(1)
Viewing Web and Mobile Analytics
141(2)
Setting up web analytics
142(1)
Setting up mobile analytics
143(1)
Using Predictive Intelligence
143(2)
Chapter 10 Journey Builder
145(16)
Automation Studio versus Journey Builder
146(2)
Understanding Automation Studio
148(2)
Creating Activities
150(8)
Testing activities
150(1)
File-naming patterns
151(1)
Data extract activity
152(1)
File transfer activity
153(1)
Filter activity
154(1)
Import file activity
154(1)
Refresh group activity
155(1)
SQL query activity
156(1)
Send email activity
157(1)
Wait activity
157(1)
Creating an Automation
158(2)
Error Reporting
160(1)
Part 4: Marketing Cloud Studios 161(98)
Chapter 11 Email Studio
163(26)
Understanding Email Marketing in Salesforce Marketing Cloud
164(3)
The email channel in Salesforce Marketing Cloud
164(1)
Benefits of email as a channel
165(1)
When to use email
166(1)
Creating Email Content
167(7)
Subject-line best practices
167(1)
Avoiding the Spam folder
168(1)
Preheader best practices
169(1)
Rendering best practices
170(1)
Style sheet best practices
171(1)
Creating an email
172(2)
Preparing an Email to Send
174(4)
Previewing the email
174(1)
Performing QA tests
175(1)
Choosing an audience
176(2)
Sending an Email
178(1)
Tracking Your Email
179(6)
Accessing email tracking
180(1)
Navigating email tracking
181(3)
Comparing tracking for multiple emails
184(1)
Pausing or canceling a send
185(1)
Advanced Tactics in Email
185(4)
A/B testing
185(1)
Dynamic content
186(1)
AMPscript
187(2)
Chapter 12 Mobile Studio
189(16)
Deciding Whether You're Ready for Mobile Marketing
190(1)
Understanding Mobile Terminology
190(2)
SMS and MMS
191(1)
Short codes
191(1)
Mobile-originated campaigns
192(1)
Mobile-terminated campaigns
192(1)
Configuring Your Account for Mobile
192(1)
Setting up your data for use with mobile
192(1)
MobileConnect
193(7)
MobileConnect overview screen
194(2)
Setting up keywords
196(1)
Setting your blackout window
197(1)
Creating a message
198(2)
MobilePush
200(2)
General messages
200(1)
Location-specific messages
201(1)
GroupConnect
202(1)
Respectful Mobile Marketing Checklist
203(2)
Chapter 13 Social Media Studio
205(24)
Deciding to Go Social
206(1)
Figuring out if you're ready
206(1)
Going for it
207(1)
Social Studio Concepts
207(6)
Inspector
208(1)
Topic profiles
208(2)
Workspaces
210(2)
Users and roles
212(1)
Supported Social Media Networks
213(1)
Getting Started with Social Studio
213(1)
Social Media Marketing in Social Studio
214(9)
Analyze
215(2)
Engage
217(1)
Publish
218(5)
Social Media Best Practices
223(6)
Use cases
224(1)
Listening and analytics
225(1)
Engaging your community
226(3)
Chapter 14 Advertising Studio
229(14)
Advertising Studio Editions
230(1)
Lead Capture Edition
230(7)
Facebook lead capture forms
231(2)
Creating a lead capture task
233(1)
Sample lead data extension
234(1)
Creating a lookalike audience
235(2)
Professional Edition
237(6)
When someone else owns the ad network accounts
239(1)
Supported social and ad networks
240(1)
Creating an audience
241(2)
Chapter 15 Web Studio
243(16)
Supported Online Content
244(4)
Web content
244(2)
Social content
246(1)
Mobile content
247(1)
Creating Content in CloudPages
248(7)
Creating a collection
250(1)
Adding content to a collection
250(5)
Publishing Content
255(2)
Unpublishing content
256(1)
Analyzing Content Performance
257(2)
Part 5: Mapping The Customer Journey 259(44)
Chapter 16 Designing a Customer Journey
261(14)
Understanding Journeys
262(2)
Parts of a Journey
264(5)
Entry sources
266(1)
Messages
267(1)
Splits
267(2)
Joins
269(1)
Waits
269(1)
Customer updates
269(1)
Considerations before Starting
269(2)
Choosing the right tool
270(1)
Data extension prerequisite
270(1)
Contact Builder prerequisite
270(1)
Data powers the journey
271(1)
Message content
271(1)
Beginning to Map a Customer Journey
271(2)
Journey Preparation Checklist
273(2)
Chapter 17 Creating Your Customer Journeys
275(28)
Revisiting the Basics of a Customer Journey
276(1)
The Journey Builder Dashboard
276(5)
Journeys menu option
277(1)
History menu option
278(3)
Journey Canvas
281(5)
Version
282(1)
Undo, redo, copy, and delete buttons
282(1)
Goals
283(1)
Settings
284(1)
Save, Test, and Activate buttons
285(1)
Builder
285(1)
Journey Entry Sources
286(7)
Email Studio audiences
287(3)
Automation Studio audience
290(2)
MobileConnect audience
292(1)
Understanding Activities
293(12)
Messages
294(1)
Flow Controls
295(4)
Updating contacts
299(1)
Real-time metrics
300(1)
Journey Builder reporting
301(2)
Part 6: The Part Of Tens 303(24)
Chapter 18 Ten Customer Journeys for Beginners
305(12)
Welcome Series
305(1)
Abandoned Cart
306(2)
Birthday
308(1)
Browse Retargeting
309(2)
Customer Anniversary
311(1)
Loyalty Series
312(1)
App Download
313(1)
Post-Purchase
314(1)
Re-engagement
315(1)
Newsletter Series
316(1)
Chapter 19 Ten Secrets to a Successful Implementation
317(4)
Set Realistic Function Expectations
317(1)
Set Realistic Time Expectations
318(1)
Design for the Data
318(1)
Purchase Support
318(1)
Take Care with Your IP Warm
318(1)
Work Closely with Your Implementation Partner
319(1)
Establish Standards
319(1)
Document Everything
319(1)
Inform All Key People
320(1)
Allow Time for Training
320(1)
Chapter 20 Ten Bad Habits of Digital Marketers
321(6)
Not Testing Enough
321(1)
Testing Too Many Variables
322(1)
Assuming That Flashy Features Equal Better Results
323(1)
Hyper-Targeting
323(1)
Forsaking Proven Channels
323(1)
Buying the "It Just Works" Myth
324(1)
Over-Messaging
324(1)
Forgetting That Content Is King
324(1)
Not Staying Current
325(1)
Not Asking for Help
325(2)
Index 327
Chester Bullock and Mark Pollard are digital marketing technology experts at Trendline Interactive. Following many years on the brand side, they are now in charge of making sure clients get the most out of their marketing platforms.
Daugiau apie elektronines knygas Daugiau apie elektronines knygas
Pastovi nuoroda: https://www.kriso.lt/db/97811191221112e.html
Raktažodžiai: