Name: Understanding Interactions, Interaction Contacts and Products in SAP Marketing Cloud
Uploaded: 2018-6-7
Duration: 232 s
Description: In this video, learn about the main entity types that make up the data model - interactions, interaction contacts and products in SAP Marketing Cloud.

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<div><div><div><div><div><div><div>In this video, learn about the main entity types that make up the data model - interactions, interaction contacts and products in SAP Marketing Cloud.<br></div><br></div></div></div></div></div></div>

Understanding Interactions, Interaction Contacts and Products in SAP Marketing Cloud

In this video, you will learn about the main entity types that make up the data model in SAP Marketing Cloud. The main entity types are interactions, interaction contacts, and products along with product category hierarchy information. Let's take a closer look at each of them. Interactions are all transactional data that describe what happened by answering the questions who did what, by which means, why and when. This is done using contact attributes, interaction type, communication medium, item of interest, and a time stamp. The information about various consumer activities such as issues raised by the user in service, complaint and sales related information in the form of sales order data, web clicks, email responses, social media posts, participate in the events, etc. is stored as interactions in the system as shown on the screen. Multiple database tables exist in the SAP Hana database, which hold the relevant information. Let us consider an example to understand more about interactions. When a customer browses a product in a web shop. The information, for example, details about the user who clicked the product, whether the web shop was accessed via mobile phone or computer. The category of the product that was clicked, as well as the time when the product was browsed, is captured by the commerce system and sent to the marketing cloud system as interaction records. The interaction contact is the central master data object in SAP marketing. It can be used to store contact information or corporate account information. The data stored in the interaction contact is updated through a best record algorithm that collects data from a source system, which contains all data fields. The interaction contact type zero and one represents all external persons like prospects, consumers, B2C contacts, B2B customers, and unknown web visitors. The marketing attributes are available to store information as name value pairs. As you can see by configuring the highlighted fields, the system can distinguish between suspects, contacts, and consumers. Here you can see the different interaction entity sets provided by the interaction OData API. Please pause the video and read the details if interested. Now let's move on to the product and product category entities. You can categorize products, for example, pens, ink cartridges and erasers, which can be grouped together in the category stationery. The product entity contains all the products with their category assignments and description. The product category and products are master data entities, which can be imported locally to be available in various marketing processes. The product category, hierarchy, entity stores the different product categories, including the complete hierarchy. On the right side of the screen. You can see how product and product category tables are connected. Here are some common use cases which leverage the product and product category. Entities. You can use them to define recommendations, specify filters within segmentation, and store information about sales orders and included line items. Further, the product entity can also be used to replicate the order status from canceled orders as well as saved shopping carts. Thank you for watching.