In Automation Studio, data filters and queries, using SQL, are built and leveraged to assist in segmentation needs. Since individuals can enter the journey on an individual level (rather than just large batches), the tool is much better suited to watch and act on behavior as it happens in real time, instead of waiting until an automation is finished running. While both Journey Builder and Automation Studio offer multi-channel ways to send marketing messages, Journey Builder offers more opportunities to test different strategies and optimize your messages based on engagement and interaction. Key Differences between Journey Builder and Automation Studio
Journey Builder allows individualized, multi-channel communications at scale, as well as providing goal and success measurements as outputs to manage and monitor. Journey Builder is a user-friendly, drag & drop tool that allows marketers to create personalized, engagement-based journeys for their customers. So, for complex query needs, it’s great that Marketing Cloud can leverage a universally adopted language known by so many. SQL (Structured Query Language) is a reason-based programming language used to manage relational databases and perform various actions or operations on the data flowing between systems. It is an incredibly powerful feature of Marketing Cloud and great to leverage for those regular occuring “wash, rinse, repeat” types of processes.Īutomation Studio also allows users to retrieve data extension or data view information using Automation Studio’s SQL Query activity, then storing the results in a data extension. Automation Studio also allows for highly advanced automated segmentation, by leveraging data filters and queries in its arsenal of offerings. This allows marketers to bring in data from multiple systems and automate tasks for segmentation, as well as deployment of email campaigns. Automation Studio BasicsĪutomation Studio is a marketing automation tool focused on ETL pieces (extract, transform + load). Luckily, both Automation Studio and Journey Builder do serve unique purposes it’s just a matter of figuring out which route is more in line with your particular marketing goal. However, it’s often times confusing to determine when it’s appropriate to use one versus the other – or even how they work together.
Both Journey Builder and Automation Studio are powerful tools that Marketing Cloud customers have access to.
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