How can I use the data extension in the Salesforce marketing cloud for creating targeted customers?

In the context of Salesforce, you can create targeted customer segments for a campaign in the Salesforce marketing cloud by using the data extension using the following steps:-

Data Import

Firstly, you would need to import the customer data in a data extension. Ensure that the data extension includes fields for purchase history, demographics engagement levels, and any other relevant data points.

Segmentation criteria

Try to define the segmentation criteria based on the campaign requirements. This could include SQL queries that filter customers based on specific conditions such as purchase amount, product categories, age group, e-mail opens, etc.

Data accuracy checks

You can validate the accuracy of segmented data by using the running test queries and reviewing the results. Try to ensure that the segmentation logic should align with the campaign goals.

Segmentation updates

You should regularly update the segmented data extension to reflect changes in customer behavior or demographics. You can automate this process by using the schedule automation studio activities.

Here is an example SQL query given which would demonstrate segment customers based on the purchase history, demographics, and engagement levels:-

/* Create a new Data Extension for High-Value Customers */

CREATE TABLE HighValueCustomers AS

SELECT

    CustomerID,

    FirstName,

    LastName,

    Email,

    PurchaseAmount,

    Age,

    CASE

        WHEN EmailOpens > 0 AND EmailClicks > 0 THEN ‘Engaged’

        ELSE ‘Not Engaged’

    END AS EngagementLevel

FROM

    CustomerDataExtension

WHERE

    PurchaseAmount > 1000

    AND Age >= 25

    AND Age <= 50

    AND Gender = ‘Female’;

/* Create a new Data Extension for Recently Purchased Items */

CREATE TABLE RecentlyPurchasedItems AS

SELECT

    CustomerID,

    FirstName,

    LastName,

    Email,

    PurchaseDate,

    ProductCategory

FROM

    CustomerDataExtension

WHERE

    PurchaseDate >= DATEADD(day, -30, GETDATE());

/* Create a new Data Extension for Inactive Subscribers */

CREATE TABLE InactiveSubscribers AS

SELECT

    CustomerID,

    FirstName,

    LastName,

    Email

FROM

    CustomerDataExtension

WHERE

    LastEmailDate <= DATEADD(day, -90, GETDATE());