Given a scenario, describe solutions for data extraction and report generation.
Marketing Cloud stores standard tracking data in Data Views and additional tracking data can be recorded in Send Logs. Tracking data can be extracted from Marketing Cloud using Automation Studio or reports in Analytics Builder.
Marketing Cloud stores standard tracking data in system tables called Data Views. Additional data can be tracked at send time using Send Logs.
Data Views are Marketing Cloud system tables that store tracking data. Data Views contain tracking information such as:
Tracking data store in Data Views can be used for audience segmentation in Email Studio or Contact Builder. Data Views can also be queried using SQL activities in Automation Studio.
Send Logs allows storing subscriber attributes, sendable Data Extension fields, and calculated values at send time. Send Logging works with user-initiated, triggered, and A/B test sends.
Send Logs are stored in Send Log Data Extensions. Only one Send Log Data Extension can be created per channel, such as for email or SMS.
A Send Log Data Extension can be created based on the SendLog template provided by Marketing Cloud. The time period before this data is deleted can be defined in the Data Retention Policy of the Send Log Data Extension.
Send Log Data Extensions contain a number of standard fields to identify the send, subscriber, and other system information. Additional fields can be added to track subscriber attributes. The names of those fields must exactly match the subscriber attributes, sendable Data Extension fields, and calculated values used in the send. Marketing Cloud automatically maps those fields to the attributes, fields, and calculated values used the send, and logs the respective values during send.
Data Extract activities in Automation Studio allow to export different types of tracking data as CSV or ZIP files to a File Location.
Data Extension Extracts are an extract type of the Data Extract activity in Automation Studio. They can be used to export all records in a Marketing Cloud data extension as a CSV file to a File Location.
To export tracking data, a SQL Query activity can query relevant Data Views or Send Logs and store the result in a target Data Extension. This data extension can then be exported using a Data Extract activity with extract type Data Extension Extract.
Tracking Extracts are an extract type of the Data Extract activity in Automation Studio. They can be used to export predefined and detailed tracking data from Marketing Cloud as a ZIP file to a File Location.
This extract type is suitable for importing Marketing Cloud tracking data in external systems.
Marketing Cloud tracking data can be aggregated in reports to review the performance of send activities. Reports can be generated in Email Studio and Analytics Builder.
Tracking data reports for email sends access in Email Studio under Tracking > My Tracking. Reports can be generated for both email sends and test sends.
In addition to email tracking data, Marketing Cloud also provides standard reports for other channels. All standard reports can be access in the Analytics Builder application.
Report parameters can be adjusted to specify the tracking data included in a report. The available parameters vary amongst reports, but common parameters are date filters, such as start and end dates or date ranges. Those date filters are based on days, as no time can be specified. Marketing Cloud therefore assumes the default time 12:00 when applying those filters.
Report results can be delivered in different formats. Results can be displayed on screen or delivered as a file via email, direct download, or FTP. Supported delivery formats vary amongst reports, but common formats are:
The Discover Reporting Tool is a paid add-on to the Analytics Builder application. It provides additional features to create custom reports.
Discover reports can be built from scratch or based on templates. Discover templates contain pre-defined measures and attributes to answer common business questions, such as: