Salesforce Marketing Cloud (SFMC) is a cloud-based marketing platform that provides a range of tools and features to help businesses manage and optimize their digital marketing campaigns, including email and mobile marketing, social media management, advertising, and analytics. SFMC also has a marketing journey builder that allows marketers to visualize the customer journey, set goals, and define specific actions through a drag-and-drop interface.

This document describes the process of connecting the Antavo Enterprise Loyalty Cloud environment with SFMC and setting up some of the most common marketing journeys between the two platforms. The document is divided into three sections. The first section covers the tasks which need to be carried out in SFMC. The second section focuses on setting up the data synchronization between Antavo and SFMC. The final section covers three common use cases that can be set up using Antavo and SFMC.

Configuring the connection between Salesforce Marketing Cloud and Antavo

Steps to complete in the Salesforce platform

As a first step, set up your server-to-server Antavo integration in SFMC. This is necessary to start synchronizing loyalty data and use the data to build loyalty-related marketing email communication.

• Navigate to the Setup page.

• Open the Installed Packages page from the sidebar and click on the New button.

• Give a name to the package, add a description and click the Save button.

• Click the Add Component button.

• Choose the API integration component type and click the Next button.

• Choose the Server-to-server integration type and click on the Next button.

• Add Journeys and Data Extensions to the Scope and click the Save button.

Now that the package is registered, you have all the credentials and settings required to connect the SFMC package to the Antavo Enterprise Loyalty Cloud.

Steps to complete in the Antavo platform

As soon as the Antavo integration is enrolled, the Salesforce account can be connected in the Backoffice.

• Navigate to the Modules page and open the Salesforce Marketing Cloud module.

• Add the components of the package you created in SFMC’s system and click the Connect button.

• Define the parent folder as Data Extensions and click Install.

Setting up Loyalty Data Synchronization

Once your Salesforce account and Loyalty Platform are connected, you can find the Integration settings page by opening the Salesforce Marketing Cloud integration in the Loyalty Platform. This is where you can add the loyalty events that will trigger loyalty data synchronization into Salesforce data extensions.

To turn on synchronization, select the Antavo events you would like to use in Salesforce Marketing Cloud and click the Save button.

Customer data extension

• Opt in - a customer registers for the loyalty program

• Opt out - a customer leaves the loyalty program

• Point change - a change in a customer’s point balance

• Data change - a change in a customer’s personal data

Open

The selected events trigger the synchronization of the following data:

• First name

• Last name

• Email address

• Gender

• Date of birth

• Age

• Language

• Currency

• Score

• Spent points

• Spendable points

• Pending points

• Reserved points

• Last login date

• Opt-in date

• Phone number

• Mobile phone number

• Opt-out date

The example in the picture shows the data structure that is synced when a customer registers into the loyalty program.

Open

Reward data extension

The only event you can sync into the reward data extension is the Reward event, which is registered when customers claim rewards by spending their points in the loyalty program. The Reward event triggers the synchronization of the following data:

• Customer ID

• Customer name

• Name of the reward

• URL of the reward image

• ID of the reward

• Description of the reward

• Terms and Conditions associated to the reward

• Reward redemption instructions

• Reward type

• Date of claim

• Point value of the reward

• Coupon value

• Coupon type

• Expiration date of the coupon

• Minimum basket value required to use the coupon

• Download link for a downloadable reward

The example in the picture shows the data structure that is synced when a customer claims a reward in the loyalty program.

Campaign data extension

The Campaign bonus event gets synced when a customer earns bonus points for participating in a loyalty campaign set up with Antavo’s Workflow editor. The campaign bonus event triggers the synchronization of the following data to the Campaign data extension:

• Name of the campaign

• Number of bonus points added to the customer’s point balance

• Description of the campaign

• Date of the campaign

The example in the picture shows the data structure that is synced when a customer earns bonus points the loyalty program.

Use Cases: Loyalty Program-driven Salesforce Journeys

Loyalty program welcome email

The first use case explains how to greet newly registered members in your loyalty program by leveraging the opt-in event sync. Here’s how you can define a Salesforce Journey to send a welcome email when a customer joins the loyalty program:

1. Open the Salesforce Journey Builder and Create a new journey from Scratch.

2. Add an API event entry source and select the antavo/customer/opt-in event

3. Add an Email message activity, configure the welcome email, and click the Done button

4. Click Save, then Activate the journey.

Birthday coupon reward notification

With Antavo’s Salesforce integration, you can turn customers’ personal data into valuable touchpoints that give you great opportunities to reach out to your customers and build a strong connection with them. One great example is delighting customers with a surprise reward on their birthdays. By recognizing your customers on such a special day, you can show that you care and keep engagement high. Here are the steps for setting up a birthday email campaign:

Create a birthday coupon reward

First, you need to configure the coupon reward in the Rewards module of the Enterprise Loyalty Cloud. Learn how to create a new reward in this article. While setting up the reward, please make sure that the point price is 0, to ensure customers will receive the coupon as a complimentary gift.

Use Antavo’s Workflow editor to reward your customers with a 10% off coupon on their birthdays

1. Open the Workflow editor of the Enterprise Loyalty Cloud and select Create new workflow.

2. Name the workflow at the top of the canvas.

3. Add an On a date trigger to the canvas.

• Set the recurrence of the trigger to Monthly, so the workflow will run on a monthly basis.

• Choose the first day of the month when the coupon will be issued

• Choose the time of the day when the coupon should be issued

• Click Update

4. Add a Customer attribute filter to the canvas and connect it to the On a date trigger.

• Select Birth date as the Attribute name

• Add the “in date” operator

• Set the value to “this month”

• Click Update

5. Add a Reward claim action to the canvas and connect it to the Customer attribute filter.

• Select the Reward that should be assigned to the customer

• Click the Update button

6. Change the Status to “active” and click on the disc icon to save the workflow.

Define a Salesforce Journey to trigger the birthday email with the coupon code included.

1. Open the Salesforce Journey Builder and select Create Journey from Scratch.

2. Add an API Event entry source and select the antavo/reward/claim event.

3. Click the Edit button next to Filter Contacts.

4. Select the Reward Name attribute from the list, use the name of the Antavo reward as the filter value, and click the Done button.

5. Add an Email activity to the canvas, configure the birthday email with the coupon code, and click the Done button.

6. Click Save and then Activate the journey.

Campaign bonus notification

By introducing point multiplier campaigns in your loyalty program, you can encourage customers to act and make purchases right away. The buzz that a bonus point event generates can draw your customers’ attention to certain product categories, new collections, or even new store locations. This use case shows how you can spread the word about new stores and bring customers in by notifying them that they can earn double points by making a purchase in that specific store.

Use Antavo’s Workflow editor to reward purchases with a double point bonus

1.Open the Workflow editor of the Enterprise Loyalty Cloud and click Create new campaign.

2. Name the campaign workflow at the top of the canvas.

3. Add an Eventtrigger to the canvas.

• Select Checkout as the Event type

• Set the Start date of your campaign

• Set the End date of your campaign

• Click Update.

4. Add an Event attribute filter to the canvas and connect it to the action (lower) branch of the Event trigger.

• Select “Store” as the Attribute name

• Set the Operator to “equals with”

• Enter the store identifier under Value

• Click the Update button

5. Add a Campaign bonus action to the canvas and connect it to the success (green) branch of the Event attribute filter.

• Set Points to {event.points}

• Fill in the Description field to explain why bonus points were added to the customer’s balance.

• Click Update

6. Set the status to Active and click on the disc icon to Save the campaign.

Define a Salesforce Journey to trigger a bonus point email with the number of bonus points earned

1.Open the Salesforce Journey Builder and select Create Journey from Scratch.

2. Add an API event entry source, then select the antavo/campaign/bonus event.

3. Click the Edit button next to the Filter Contacts option.

4. Select the Campaign Name attribute from the list, use the name of the Antavo campaign as the filter value, and click the Done button.

5. Add an Email activity to the canvas, configure the bonus point email, and click the Done button.

6. Click Save and then Activate the journey.

Disconnecting Salesforce Marketing Cloud from Antavo

In case you decide to disconnect SFMC from Antavo, navigate to the Modules page and open the Salesforce Marketing Cloud module. In the upper right corner of the page you’ll be provided with 2 options:

• Disconnect - the integration between SFMC and Antavo will be discontinued immediately

• Delete & disconnect - the integration between SFMC and Antavo will be discontinued immediately and all the data previously sent by Antavo will be permanently deleted from SFMC

When clicking any of these buttons, you need to confirm your action in a dialog that subsequently appears.