Last modified May 18, 2016 by Shelly Wolfe

Swrve Salesforce Journey Builder App

The Swrve Salesforce Journey Builder app enables marketers using Salesforce Marketing Cloud (SFMC) to build sophisticated mobile interactions inside Salesforce Journeys.

Journey Builder App Overview


Supported Actions

Swrve delivers a powerful out-of-the-box API-to-API integration with SFMC.

From the SFMC Journey, you can invoke Swrve-supported mobile engagement actions, including:

  • Trigger in-app message and Conversation campaigns.
  • Send push notifications with custom properties and custom deeplinks.
  • Send events from SFMC to Swrve.
  • Update user properties of mobile users in Swrve.
  • Trigger any of the business logic you’ve preconfigured in Swrve Amplify.

From your mobile app, you can instantly:

  • Inject a user into a SFMC Interaction based on their real-time actions in the mobile app.
  • Update SFMC contact information with data coming from the Swrve-powered mobile app.
  • Update location information when a user triggers a geofence.

Prerequisites

To use SFMC Journey Builder with your Swrve-powered app, you must activate the Salesforce Adaptor in Swrve Amplify. For information on how to configure the adaptor, see Salesforce Marketing Cloud.


Setup

Journey Builder

To get started with Swrve for SFMC, see the Swrve app page on the Salesforce AppExchange or HubExchange and follow the instructions to install the app.

Installing_Swrve

After you install the app, the following screen is displayed to enable you to connect to the Swrve service and get the mobile app access credentials.

Marketing Cloud Setup

Create a special API-only user in your organization, solely for integration purposes. That way, even if an actual user leaves your organization, you’ll always have a user with the correct permissions available.

Swrve Amplify

To complete your integration, you must set up a couple of Swrve Amplify rules to control how information flows between Swrve and SFMC. While you can select the field values from pre-populated lists, Swrve recommends contacting your Customer Success Manager at support@swrve.com for a detailed walk-through.

To configure the SFMC Adaptor and create the required rules, you need to provide the following credentials for the associated actions:

  • FTP location, file path, user name and password – Required for bulk data upload of Swrve data into SFMC.
  • Client API ID and Secret key – Required for real-time updates from Swrve to SFMC and Swrve event-triggered Journeys.

Adaptor setup

For information on how to get your Client API ID and Secret key, see the Marketing Cloud getting started guide.


Creating Interactions in Journey Builder

After you install the Swrve for SFMC app, all of the supported mobile engagement actions are available in the Journey Builder canvas, on the Activities panel, under the Custom section. There are five independent actions available to drag-and-drop into the Journey:

  • Swrve Conversation
  • Swrve In-App Message
  • Update Swrve User Profile
  • Swrve Push Notification
  • Send Swrve Event

Custom actions

The Swrve Conversation and In-App Message actions are currently only available as part of our Early Access program. For more information, see the Advanced Actions section below, or contact your Customer Success Manager at support@swrve.com.

There are also three corresponding real-time actions that Swrve can take to change how a user lifecycle evolves. These are controlled by Swrve Amplify rules and can be as simple or powerful as your business rules require.

  • Update SFMC contact.
  • Update SFMC Data Extension; for example, with geofence data.
  • Initiate a specific SFMC Journey for a user, based on a trigger in Swrve.

Send Push Notification

Swrve Push notifications sent from Journey Builder are highly customizable. They can contain any of the information you have available in SFMC about a contact and you can inject that information into the notification in the same way you would inject custom properties into an email.

It is also possible to fully customize any of the deeplinks or payloads associated with your push notification. This is often used to send a user to a custom location within the app or personalize the app behavior as soon as the user opens the push notification.

To add a Swrve push notification to your Journey, drag the Swrve Push icon to the desired point in the Journey, hover your mouse over the icon and click Configure.

Swrve Push

To configure the Swrve Push action, complete the following fields:

  • App Name – Displays a list of your Swrve apps, including sandbox and production versions. Select the app you want to use for the campaign.
  • Push Campaign – SFMC push uses the Swrve Transactional Push API to take advantage of all of Swrve’s built-in tracking and analytics. Swrve recommends creating a Transactional Push for each individual push in your Journeys. Each transactional push notification is displayed in this list. For more information, see Transactional Push API Campaigns.
  • Swrve User ID – The key you use to link Swrve and SFMC. This is the ID Swrve uses to uniquely identify a mobile app user. In some cases it may be the SFMC master user table primary key, while in other cases it will be a separate key. In all cases there is a 1:1 mapping from Swrve User ID to app user.
  • Text – The push notification content. This can be text that you enter directly or that is completely extracted from the Salesforce user attributes or one of the app’s data extensions, or a mixture of the two. To insert data from your contact record, select the property name from the Insert Property list.
  • Sound – To select a sound for your push notification, click the Sound list and select the desired sound. For information about configuring custom sounds so that they are available in the Sound list, see Intro to Push Notifications.
  • Category – (Apple only) If your push notification is targeted at Apple users, the Category field enables you to make the notification appear as an interactive push notification on devices running iOS 8 or later. Select a custom action category (for example, Yes/No, Ignore/Respond) from the list. For information about configuring custom action categories for this list, see Intro to Push Notifications.
  • Custom Payload – If you want instructional parameters to be sent to your app when you send the push notification, define custom key/value groups or pairs. For example, you might want to direct the user straight to the store (instead of the default start screen) when they open your app from the push notification. Alternatively, you might want tracking parameters to be passed from the push notification for use by your internal or external tracking systems. To add custom key/value pairs:
    1. Click Advanced – Custom Payload.
    2. In the Custom key/value pairs section, click Add key with sub pairs or Add key/value pair, as required.
    3. Enter a key/value pair in the Key and Value fields. For example, go_to/store, trial/30days or discount/10percent. The Payload Preview displays the actual code sent with your push notification.

    The Add key with sub pairs option enables you to nest multiple key/values under the group name in the JSON payload. Consult with your development team about the appropriate key/value pairs to use to trigger the outcome you require.

Tracking Uninstalls

iOS and Android do not provide trackable feedback for app uninstalls. However, a good indication a user has uninstalled your app is when push notifications that were previously sent to them successfully now fail. This may not be true in every instance, for example, your user might be traveling overseas or their phone battery has died, but in general it’s a good indicator.

Every time you send a push notification via SFMC, Swrve tracks the response and if the push fails, records a Swrve.possible_uninstall event for that user. You can then choose to treat this user as an uninstall or wait until a number of pushes fail before you switch to email or other channels as your best way to update the user.


Real-time Data Transfer from SFMC to Swrve

In many cases you’ll want to send information from SFMC to Swrve. This information is per user and is transferred instantly as users hit the corresponding activity in a Journey.

Swrve divides information into two logical groups:

  • Events you want to count and track over time. For example, visited_website.
  • Facts about a user that hold a set value at any given moment in time. For example, qualifies_for_free_shipping = true.

The following sections address both of these scenarios.

Send Event

The Swrve app also enables Salesforce to send custom events to the Swrve system. You can then use those events in Swrve to trigger other mobile campaigns such as in-app messages or Swrve Amplify actions when the custom events are received.

To send a Swrve event as part of your Journey, drag the Send Event icon to the desired point in the Journey, hover your mouse over the icon and click Configure.

Configure Send Event

To configure the Send Event action, complete the following fields:

  • App Name – Displays a list of your Swrve apps, including sandbox and production versions. Select the app you want to use for the campaign.
  • Swrve User ID – The key you use to link Swrve and SFMC. This is the ID Swrve uses to uniquely identify a mobile app user. In some cases it may be the SFMC master user table primary key, while in other cases it will be a separate key. In all cases there is a 1:1 mapping from Swrve User ID to app user.
  • Event Name – The name of the action or behavior Swrve records for this user. Event names must be unique, alphanumeric, contain only special characters underscore (_) and periods (.) and no spaces. Swrve counts the number of times it see this information for each user and notes the time the event arrives. For example, you might have an event called visited_website that is triggered every time a user visits the website. In your mobile dashboard you can use this information to change the app behavior based on information coming from all of your systems. If the mobile app knows that this user has really recently used your website and done so X number of times, it can behave differently than it would for a user who has not visited the website in six months.
  • Event Content – When sending events, at times you may want to include additional information to help target behavior. That extra information is often described with a label (or key) and a value. In the above example, you might be interested in the section of the website a user visited and store that information in SFMC in a field called web_page. In that case, click Add to add a new key-value pair. The values of the key-value pair can be dynamically inserted from any SFMC contact attributes or SFMC data extensions.
    Event Content

Update User

Use the Update User action to send data you have in SFMC about non-mobile user activities to Swrve. After the Swrve user profile is updated with this information, Swrve can immediately change how it engages with the user based on this new context.

To send a user update as part of your Journey, drag the Update User icon to the desired point in the Journey, hover your mouse over the icon and click Configure.

Update User

To configure the Update User action, complete the following fields:

  • App Name – Displays a list of your Swrve apps, including sandbox and production versions. Select the app you want to use for the campaign.
  • Swrve User ID – The key you use to link Swrve and SFMC. This is the ID Swrve uses to uniquely identify a mobile app user. In some cases it may be the SFMC master user table primary key, while in other cases it will be a separate key. In all cases there is a 1:1 mapping from Swrve User ID to app user.
  • User Properties – User properties are described with a label (or key) and a value. You must include at least one. The above example illustrates how to update the user’s profile to show they now qualify for Free_Shipping and the tier of rewards they are at. First, click Add, enter a Key called Free_Shipping and set the value to TRUE. The information about tier is stored in this instance of SFMC in a field called Rewards.tier. To update the rewards tier, add a new key-value pair called Tier and use the Insert Property list to find the corresponding value in your Date Extensions.

To check the existing custom properties for your app, download the Custom User Properties CSV file from the User DB Downloads screen, or in the audience builder, on the Property tab, check the list of available properties in the filter list. For more information, see Intro to User Databases or About Audience Filters.


Advanced Actions

The Swrve app now enables you to trigger in-app messages or Conversations as part of your Journey.

To make the in-app message or Conversation available in your Journey, you must first create it in Swrve. Swrve recommends following a standard naming convention for your Journey Builder campaigns so they’re easy to find in the displayed list. For more information on the main steps involved, see Creating In-App Messages or Creating Conversations.

To make the campaign available in Journey Builder, on the Set Target screen of the campaign workflow, under the Define Target Audience section, select Use a third-party target audience.

Target Audience

To add a Swrve in-app message or Conversation to your Journey, drag the related icon to the desired point in the Journey, hover your mouse over the icon and click Configure.

Conversation

To configure the in-app message or Conversation action, complete the following fields:

  • App Name – Displays a list of your Swrve apps, including sandbox and production versions. Select the app you want to use for the campaign.
  • Conversations or In-App Messages Campaign – Select the campaign you created in Swrve. Ensure the campaign you select has been set to use a third-party target audience.
  • Swrve User ID – The key you use to link Swrve and SFMC. This is the ID Swrve uses to uniquely identify a mobile app user. In some cases it may be the SFMC master user table primary key, while in other cases it will be a separate key. In all cases there is a 1:1 mapping from Swrve User ID to app user.

Use Cases

  • Track your users non-mobile behavior in SFMC and then trigger push notifications based on a user’s non-mobile actions/activities or an external real-time event. For example, send a push notification about an upcoming event of special interest to a specific user.
  • Use non-mobile behavioral data to target and run engagement campaigns in Swrve. For example, use web purchase data received from SFMC to segment users for an in-app messaging campaign in Swrve.
  • Synchronize Swrve and SFMC user records so you can run coherent mobile and non-mobile campaigns from Swrve and SFMC respectively.
  • Send a personalized web notification to a website or browser from Salesforce, based on a user’s interests.