WAIT ACTIVITY IN JOURNEY BUILDER

 WAIT ACTIVITY IN JOURNEY BUILDER

WAIT ACTIVITY HOLDS THE SUBSCRIBER FOR A SPECIFIFED DURATION AND THEN MOVE TO THE NEXT ACTIVITY. WAIT ACTIVITY IS NOT A MERE TIME SPECIFIC CAPTURE, BUT, IT ALSO EVALAUTES GOALS, EXIT CRITERIA , DECISIONS AND ENGAMENT FOR A JOURNEY.

DIFFERENT TYPES OF WAIT ACTIVITY :
A JOURNEY WITHOUT A WAIT ACTIVITY IS LIKE A GUIDED SEND, AS EVERYONE IS MOVING TO JOURNEY SENDS, JOURNEY HAS BECOME THE HOSUEHOLD NAME IN MARKETING CLOUD FOR SENDING COMMUNICATIONS.
BUT TO DIFFERENTIATE JOURNEYS FROM SINGLE MASS SENDS, MARKETING CLOUD INTRODUCED SINGLE SEND JOURNEYS AND MULTI-STEP JOURNEYS. WHEN YOU HAVE MULTI-STEP JOURNEYS FOR REAL-LIFE SCENARIOS. NO-ONE CAN IMAGINE A JOURNEY WITHOUT A WAIT ACTIVITY AS IT PLAYS THE MOST PIVOT ROLE IN MARKETING CLOUD MESSAGING CADENCE.

1. WAIT BY TIME
WAIT BY TIME IS A SIMPLE CALULATION OF TIME , BY ADDING THIS WAIT WE CAN SPECIFIC THE NUMBER DAYS/HOURS WE WANT THE SUBSCRIBER TO WAIT UNTIL HE/SHE GETS ENGAGED WITH ANOTHER ACTIVITY.
THE MOST RELEVANT USE CASE FOR THIS WAIT ACTIVITY WOULD BE ENGAGING A CUSTOMER FOR A PRODUCT PROMOTION. SENDING PRODUCT INFORMATION AFTER REGULAR INTERVAL AND RECORDING HOW MANY SUBSCRIBERS ARE FINDING THE PRODUCT INTERESTING

2. WAIT UNTIL DATE
WAIT UNTIL DATE IS MORE OF A TRIGGERING AN ENGAGEMENT WITH A CUSTOMER WHEN A SPECIFIED DATE APPROACHES, A TYPICAL EXAMPLE WOULD BE A REMINDER EMAIL FOR A WEBIANR EVENT OR A NEW PRODUCT LAUNCH OR SENDING A DICSOUNT COUPON BEFORE A FESTIVAL.

3. WAIT BY ATTRIBUTE
WAIT BY ATTRIBUTE IS SIMILAR TO WAIT UNTIL DATE , BUT IT UTILIZE THE CONTACT DATA.
IT HAS AN ADVANTAGE OVER WAIT UNTIL DATE BECUASE IT ALLOWS TO REFLECT THE CHANGES IN PLAN OF AN EVENT. FOR EXAMPLE, A PRODUCT LAUNCH WAS SUPPOSED TO BE NEXT WEEK ON MONDAY, BUT DUE TO SOME CHANGES IN PLAN THE MANAGEMENT DECIDES TO POSTPONE THE LAUNCH DATE, ON SUCH CASE THE ABOVE WAIT WILL NOT WORK BECAUSE IT WORKS ON JOURNEY DATA, WHICH IS ACTUALLY A SNAPSHOT THE ENTRY SOURCE. HERE "WAIT BY ATTIRBUTE" ALLOW TEH CHANGE UNTIL THE CUSOTMER HAS REACHED THIS ACTIVITY.
YOU CAN UPDATE THE ATTRIBUTE ANYTIME, VIA QUERY ACTIVITY OR EVENT OR BASED ON ANY OTHER ATTRIBUTES. THIS DYNAMIC CAPABILITY OF THIS WAIT HAS TAKEN FULL PRECEDENCE FOR OTHERS.

THIS WAIT CAN BE A GAME CHANGER  FOR JOURNEYS WHICH USES SALESFORCE OBJECT AS THE ENTRY SOURCE. BECUASE WHEN YOU BUILT A JOURNEY USING SALESFORCE ENTRY SOURCE YOU CANT SCHEDULE THE JOURNEY, IT GETS TRIGGER EITHER ON CREATION OR UPDATION OR BOTH OF A SALESFORCE OBJECT.

IN TODAYS WORLD, 99% OF THE MARKETING CLOUD PLATFORM IS INTEGRATED WITH SALES CLOUD AND ALL MARKETERS HAS A USE CASE TO TRIGGER WELCOME JOURNEY TO NEWLY CREATED CONTACTS AND LEADS. BUT THERE MIGHT BE SITAUTIONS WHERE THE MARKETERS NEED TO WAIT UNTIL AN EVENT OR SOME VALIDATIONS CHECKS BEFORE SENDING AN EMAIL. 

USE CASE :
SEND A WELCOME EMAIL TO NEWLY CREATED LEADS VIA JOURNEY BUILDER. BUT BEFORE SENDING THE EMAIL VALIDATE IF HIS/HER CONSENT IS VERIFIED BY THE SALES REP AND KYC IS UDPATED IN THE SYSTEM.
IF YOU ARE PLANNING TO BUILT A JOURNEY VIA SALEFORCE ENTRY SOURCE , YOU HAVE TO INTRODUCE A WAIT "WAIT BY ATTRIBUTE" UNTIL CONSENT IS VERIFIED AND KYC UPDATED. YES, IF THIS FIELDS ARE PART OF THE SALESFORCE OBJECT , YOU COULD HAD FILTERED THE ENTRY UNTIL THOSE ATTRIBUTES WERE UPDATED. 
BUT, IF THE ABOVE USE CASE WAS A CHANGE REQUEST BY THE MARKETERS DUE TO NEW REGUALTIONS. INTIALLY THEY USED TO SEND WELCOEM EMAIL IMMEDIATELY WHEN A LEAD WAS CREATED. 

WHEN YOU ARE BUILDING A MULTISTEP JOURNEY USING SALESFORCE OBJECT, A DATA EXTENSION WITH THE JOURNEY NAME IS ALSO CREATED IN MARKETING CLOUD AT THE ROOT FOLDER OF THE DATA EXTENSION. ,YOU CAN CUSTOMIZE THE DATA EXTENSION BY ADDING ADDITTIONAL ATTRIBUTES. HERE AS YOU HAVE TO INTRODUCE A WAIT BY ATTRIBUTE, YOU NEED A DATE ATTRIBUTE IN THE CONTACT DATA.

EDIT THE DATA EXTENSION AND ADD UNTILDATE ATTIRBUTES AND SAVE IT, BASED ON THE REQUIRMENT RUN A QUERY ACTIVITY AND UPDATE THE DATE. ALSO YOU NEED TO CREATE AN ATRIBUTE GROUP TO ACCESS THE UNTILDATE ATTRIBUTE FOR "WAIT BY ATTRIBUTE" ACTIVITY.







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