Data Views are system-managed tables in SFMC that store the last six months of customer behavioural and event tracking data, such as email sends, opens, and link clicks. For example, you can get the first and last names of all contacts in a Data Extension that are already Subscribers in Salesforce Marketing Cloud.
Available Data Views overview
All Data Views available in SFMC can be used in Unaric Segment. These are located under Available Data Extensions and are available to query from (just like you would work with a Data Extension). They can be distinguished from Data Extensions easily since they all start with an underscore.
Data Views are treated as a log, which means they are not normalized tables and you may find some duplicated information in them.
In case, you need to disable Data Views on certain instances, create a support ticket through [email protected].
Use cases
This section lists some use cases you could try out working with Data Views within Unaric Segment.
If you have any questions on how to leverage Data Views on your concrete case, contact us through your Customer Success Manager.
SFMC automatically blocks all the emails you try to send to customers that have a Held status because it has determined that it is an invalid email after several unsuccessful tries to reach them. This is done to prevent you from having a bad IP reputation that will affect the rest of the sends you perform to valid email addresses.
If you want to get these customers back on track so you can send them all your content through email, you can try to reach them using a different channel and ask them to update their contact details.
For doing that, you can use the _Subscribers data view combined with your Sendable Data Extension containing all your contacts, filtering the ones that have a Held status. Then, create a journey to impact them through SMS or Push, or export that information, so the Customer Support team can reach them using other channels.
Create a custom Data Extension that combines all the information that may be useful from the previous Data Views, so you can use it in all the future use cases you may face.
For example, you can create a Data Extension with the following structure:
CustomerID
JobID
EmailName
Sent
Open
Click
1
1
Test Email
Yes
No
No
2
1
Test Email
Yes
Yes
No
1
2
Another Email
Yes
Yes
Yes
Schedule the selection that generates this table and have updated information every day. You can easily extract the people that opened a specific email (filtering Open = "Yes") or get all the emails sent to a customer and his interaction with them (filtering CustomerID = "X")
If you classify all the content you send to customers using UTMs or different web sections, you can analyze the clicks they do and group them into your existing classifications. With this information, you can try to determine the preferences of each customer in one Data Extension that you can later use to segment or personalize the communications you send to them based on it.
If you have saturation rules that you want to apply on a recurring basis, you can create a scheduled selection to determine if you are sending each customer more volume than you should.
With this Data Extension, you can later apply filters so you don't over-saturate customers that have reached a specific limit in a period of time, avoiding unsubscription.
As we discussed before, the Mail Protection Protocol feature can affect your open rate and all the open-based functionality in Salesforce Marketing Cloud, like Engagement Splits or A/B testing.
To reduce this impact, you can use the Open Data Extract Activity in the Automation Studio to set a Data Extension regarding the details of the device your customers are using, and then use Unaric Segment to:
Filter out the customers using Apple devices when you are creating a campaign with A/B testing
Compare Open Rate between Apple customers vs the rest, to get an insight on the real impact you are experiencing with iOS 15.
Determine separate paths for Apple and the rest, so you can compare metrics between them.
Apart from the above, you can also set Selections as templatesTemplates for the most important use cases so the rest of the team can easily reuse the structure you have previously created without any effort.