Salesforce, Inc. (CRM) Earnings Call Transcript & Summary

Good morning, everyone. Welcome to today's session, Connect with Customers: How to Build a Mobile-First Journey. And thank you all so much for joining. My name is Natalie Goin, and I'm on the Corporate Marketing team here at Salesforce. Before we begin, I would like to cover a few quick notes about our webinar platform. Today's webinar will be available on demand after we wrap up and will be accessible through the URL that you're on right now. Please note that slides will advance automatically throughout the presentation. To enlarge the slides, click the enlarge slides button located in the right-hand corner of your presentation window. Should you need technical assistance, click on the Help widget located on the bottom left corner of your console. We've also added some additional resources, which are available through the resources window to the right of the slide. There, you can find some additional related content. And lastly, we encourage you to submit questions at any time throughout the presentation using the Ask a Question widget at the bottom of your console. And with that, I'm going to hand it off to Brett to get us started.

Awesome. Thank you so much, Natalie. As Natalie intro-ed, today, we're here to talk about how to connect with your customers using a mobile-first journey. So let's dive in. And to get things started, our favorite slide, the forward-looking statement, which really just serves as a reminder that Salesforce is a publicly traded company, and customers should be making purchasing decisions off our products and services that are commercially available today. So on to intros. My name is Brett Bothe, and I work in product marketing for Salesforce on the Marketing Cloud. Now my area of focus is Marketing Cloud engagements. That really covers all things multichannel messaging, journey orchestration and really the life cycle marketing strategies. So given today's topic, I'm actually going to share that I've been sorted into the Gryffindor house. And I'm going to hand it off to Jason. That will become clear as the webinar goes on. But Jason, over to you.

[Technical Difficulty].

It looks like we may have some audio -- Jason?

Yes, the audio issue is that I didn't unmute. Thank you, Brett, for catching that. Appreciate that. I'm Jason Stoller. Thank you, Brett, again. I lead the CRM program for WB Games, and this has a focus on user journeys and player life cycle and messaging life cycle and what we can do with our own channels for digital direct communications to our players. I'm sorted into Hufflepuff, and I'll hand it off to Caitlin.

Perfect. Thanks, Jason. I feel like I need to, "Accio mute button." It ain't just a game. But hey, everyone, my name is Caitlin Dwyer. I am based out of Halifax, Nova Scotia, and I am a product owner here at Salesforce, and I own Marketing Cloud Engagements, MobilePush solution. So that means covering everything from the server-side experience when you log into Marketing Cloud and configure those mobile journeys to the developer experience with our SDK that creates the round trip between the messages you're sending through Marketing Cloud to your client app and back. Great to be here today.

Thank you both. So we're definitely going to have some fun today, and you've learned a little bit about us, but we'd love to learn a little bit about you. So we have a poll here. Now of course, we're going to be going through the Harry Potter game, Magic Awakened. So we'd love to just get a sense of our audience here on today, which house were you sorted in, maybe you don't know, maybe you're ashamed of that. But let's take a second, please select one of these options, and we'll take a look at the results in just a few minutes. But we had some fun building this webinar today, so we couldn't resist the opportunity for a poll and for learning a little bit more about you all.

I realized I forgot to say that I was sorted into Gryffindor. Although it always was like a tough call between like Gryffindor, Slytherin, which really makes me question myself. But usually, Brett, you and I would be sharing a common room with the fat lady. So...

Exactly. And all it means is that you're actually more like Harry Potter than any of us, which is the true compliment. Let's see how we're doing in terms of attendance. Okay. So we have 25% Gryffindor, 6% Ravenclaw. I'm actually in a family of Ravenclaws, both of my siblings are Ravenclaw, so I always feel like the outsider here, but got even Slytherins and Hufflepuffs and a few that are -- maybe they don't know and are ashamed of themselves, but they can think about that decision as we get through today's webinar. So thank you for having a little fun with us. We're going to go ahead and get into the agenda. So for today, we're going to talk about customer expectations, how expectations are really driving through this seamless multichannel relationships that need to deliver those experiences. And we're going to talk through some strategies to help marketers cope with those expectations. I'm going to hand things over from there to Jason, who's going to take us through the WB Games mobile strategy and use cases for this particular game. And then Cait is going to take us through a demo of how to build a mobile-first journey. And then Cait and Jason are going to tag team the guidance and some key takeaways for success to close this out. So let's go ahead and get started with customer expectations. Now as I said, the sort of need for intuitive multichannel marketing is here. And ultimately, relationships are built on a collection of moments, which make up our sum total experience with the brand. So through these experiences, marketers aim to build emotional connections with their customers in the moments that matter the most. And 86% of customers say, an emotional connection makes them continue doing business with a brand. But only 33% of marketers are fully satisfied with their ability to create more relevant experiences with customer data. So regardless of industry, the brands that are empathetic, prioritize trust and make every moment human and enjoyable, those are the ones that we choose to build lasting relationships with. But here's the thing. Multichannel, this trend isn't going anywhere. It's here to stay. So that's to say that no one channel is the answer for every instance for building these relationships. And it probably doesn't surprise you all because we're all consumers ourselves and we know how we shop. So personally, I don't use just e-mail. I use, of course, SMS and a website and a mobile app, and I might even call to confirm my order as well. And specifically, we've seen a major rise in mobile-related channels with consistent year-over-year growth in the number of channels used to complete a transaction. But not only is there growth in these areas, the level of sophistication is increasing, too. So we're in a world where we're expecting multichannel consumers, and we want to be able to provide those experiences as marketers. But digital marketers are faced with a unique set of challenges that we have to overcome to get the outcomes we want. Now these include, first and foremost, the fact that customer moments are disconnected and out of context, particularly if the channels are managed in different silos and the data isn't connected. So a transactional SMS doesn't connect with the promotional e-mails that are being sent, perhaps, for the product that was just purchased. And secondly, these moments are really hard to personalize without insight or connected automation. So the question is, how do we solve for this? So let's first start with the 3 dotted principles across channel strategy. Now these key pillars can be used as a gut check as you build your omnichannel experiences in order to keep the customer at the center of your strategy. Now it's rooted in the micro moment idea of the right message, on the right channel, at the right moment. Now these 3 principles also could be seen more directly focused on things like triggers, transactional messages and post-purchase content. But I'd also encourage you to think of these as guidelines for ongoing promotional and newsletter types of content, too. So a strategy that meets customers where they are is anticipatory if you can, proactive if you can. But at the very least, you're reacting to the customer's moment of need. So you can achieve this by mapping out your customer experiences and finding those crucial points along the way. So what moments could use the support of additional message? And the context of that message is so important. You want it to be useful, of course. And so great inspiration for the type of content can come from speaking with your support or customer service teams. What questions are they receiving often that you can instead be proactive in answering with the message? And lastly, it's about being efficient. This is where things become more focused on real-time. But obviously, that's the goal and not always is the reality. So sending the messages close to the moment as you can is important. And this is where channel choice in either mobile or e-mail is crucial. Maybe you're able to trigger a message in one channel more quickly than the other or maybe the customer has the expectation to get the message in one channel or the other. So let's talk about the strengths and the weaknesses of each of these channels and what they're best for. Now as we saw, e-mail has the highest acceptance and is the most in demand for consumers, and it's because we're also accustomed to it now. It's the least intrusive. Push is great because you have a little more latitude on different things to try. You can use beacons and geolocation to target messages solely based on a customer's location, for example. It's also less intrusive because some notifications can be sent silently or only appear as a notification slide on the app. And SMS, now it's strength is something we're all so familiar with from a personal perspective. It's how we communicate with our friends and family. And now we're also starting to engage with brands there, too. So because of how we engage personally with SMS messages, SMS has a super-high open rate. But of course, they all have weaknesses, too. So we're all used to overloaded e-mail inboxes, and you're going to be fighting for the attention of a subscriber, next to the tens, to hundreds of messages that they are receiving every single day. So with push, some of the downsides are that messages tend to disappear once the device is open, so the lifetime of the message is short. But this is great for shadowing as to why amplifying the same message across multiple channels is important. But also with push, there's a high barrier to entry because an app is required to send a push. And SMS often gets a little flat for being the most annoying, because it's where we talk to our friends and family, the messages are taken more seriously. So we're all trying to pay a little bit more attention when we get a new SMS. So our antennas are up when a brand sends a message. So it's really important for it to be useful there. So what is the best content for each of these channels? Now e-mail is great for more visual messages, imagery and storytelling. It also is great for your more regular, consistent communications, like a daily SMS for retail brands seems way too much, but a daily e-mail is maybe more palatable and what we're used to. But again, just think -- no matter what, think back to those guiding principles of being useful and being there at the right time on the right channel. So with push, now it's 100% effective for driving app engagement and ROI. So many of us forget about some of the apps that we already have on our phones that notification serves as a good reminder that they're there and why we have them in the first place. Notifications have to be turned on by the user, so just make sure that you explain the benefits from the get-go and don't overuse the privilege of getting to communicate that way. And now lastly, SMS. It's best for real-time moments, which are points in the customer relationship that require urgency. So some exciting use cases in things like conversational messaging, which could actually be WhatsApp, and it could be like a planned-out message tree, if a customer sends this or a survey. We have preference building or even direct communication between a support rep and a customer. So SMS has strength that others don't, it's really strong in particular regions. So all these things are really good considerations to think through. So let's move on and let's talk about sort of this integrator, independent approach. Now when we talk about cross-channel messaging, the biggest question most often is should the messages be integrated or independent. And the answer is really to amplify your messages across channels, as mentioned earlier. So independent messages would mean just sending unique one-off messages in each channel. So I only send certain messages in an e-mail and only certain messages in mobile. An integrated would be sending similar messages in multiple areas. So it's a big opportunity because more often than not, offers promoted across channels outperform offers promoted in a single channel. And that's not super surprising, right? Because if I see an offer in my inbox and later in an SMS or a push, it serves as a reminder for me not to forget it. And it's kind of that old adage that someone that needs to hear -- someone may need to hear about a product about 7 times before they will buy it. So connecting with them on different channels just really helps you get to that number. Now if you're not sure about starting with promotions, transactional is a great place to start because the acceptance of multichannel messages is the highest for things like order information or just more information that customers are super happy to receive in multiple places and feel more secure in that transaction. Now lastly, the thing to hone on here is that repetition works. So if you think about having -- we only have a few seconds of subscribers' time. So reminders around the same idea, especially when it's relevant to them and something that they feel is important to them, it's a really good idea. Now you could focus on transactional communications across all 3. You could think about pulling in promotional and transactional and putting a strong offer in multiple places so you increase its effectiveness. Okay. So we covered some messaging strategies. And I want to talk about -- we talked about the customer life cycle, it's something that all 3, Cait, Jason and I, talk about and sort of live and breathe every day, but we also have the technology life cycle. So how can marketers go from batch and blast to deliver hyperpersonalized engagement? Now step one is really this idea of unified platform. Maybe certain things live in siloed channels. But it's about pulling all of your audience data, contact information and messaging into one place. And whether it's being used together or not, this is really just sort of the starting point. Now step two is, of course, getting to multichannel experiences, so looking at one use case and bringing together a mix of messages, so e-mail, SMS and push or send types, transactional and promotional, into one journey. So this is where, of course, our tool that Cait will demo later is this word Journey Builder really starts to shine, sort of pulling all these experiences together into one sort of set of console. Now the third step is where we start experiencing real-time engagement. So that's fully automated, mixing known and unknown data across multiple sources, which are led by customer interactions. And this is how we kind of unlock that real-time engagement through AI-powered moments. So with this model, it's really good to use as a tool to evaluate where you are today and what your goal is, where do you need to be to deliver the experiences of your marketing hopes and dreams? And as you take that assessment, let's think through how to pull some of the themes that I've covered so far together. We've been through a couple of different things, but I just want to recap because the overall goal is really trying to orchestrate these highly contextual journeys that react in real-time, based on a customer's user behavior and profile data. So as a reminder, it's all about being there and anticipating the micro moments for users and then committing to being there and helping them in those moments. And then next, it's about being useful. And you want to be relevant to the consumers' needs in the moment and connect them to the answers that they need in that moment. And of course, lastly, it's about being quick. Customers want to know, go and buy swiftly. So your experiences have to be fast and frictionless. And you'll learn from customers along the way. So build as much as you can a test-and-learn framework into every single campaign, so that you can go back and optimize all of your journeys and every single experience for your customer. So with that, I want to hand things over to Jason. We're going to go through an actual use case from our customer at WB Games. So Jason, over to you.

Thank you, Brett. Yes, excited to be talking to you all about Harry Potter: Magic Awakened. This is an action RPG that focuses on card collection, deck building and basically matching up against other players in sort of a real-time strategy arena kind of environment. And what we want to do in our player messaging experience, particularly early in their life cycle, is we want to do a few things that put together, helps introduce them to the game, helps them understand the different ways that they can play the game. It's very wide open. There's lots of like MMO elements you can go, focus in different areas, whether it's exploring the Forbidden Forest or duel players in Dueling Club, you can even race against others in Quidditch matches. So there's a lot to do. And so we don't want to overwhelm you. We want to introduce you to these things in a natural way like you're just coming in as a new student at Hogwarts. And we want you to feel sure-footed about it, too, because there's lots of players, and you won't be great at it at first. But if you are able to take it in digestible chunks, then you can really get into it, really get engaged and see this constantly expanding world and then become immersed in it that way. What we want to do here, we want to have success in the messaging life cycle as a whole. And so this is about calibrating where the players are on this journey and mapping it to the most relevant types of messaging that we can send them and understand this through their telemetry, their responsiveness on the channels and so on. And so early on, we're going to kind of follow this cycle here, where we begin by onboarding and help that new player experience, help that first-time user experience. And as we start to get this telemetry in how they're playing, then we start to tailor that messaging. And then we will help pull them through in ways that will -- such as like give them tips on the type of style they like, if, say, they're collecting certain cards more than others. But to be competitive, you need a balanced deck, then we can really help you there. We can get you into our Discord server, our different social networks to find like-minded players and communities and groups. And then, we can also like upsell based on things that are relevant to them, tell them about live ops, really maximize their enjoyment and engagement with the game. And then if they start to lapse at some point in time, there are different ways to message that can help get them excited about new and upcoming things in the game. And there's also cross-promotion within the WB Games ecosystem, so that you can know what our slate of games are. There are other Harry Potter games, other similar types of games. And we want to basically understand like what you're enjoying and how we can drive that further. And how that relates to what are you actually sending? What channels are you actually using? How do you do this in a multichannel way? There are best practices that we found in terms of the different campaigns to their channels. There are certain types of campaigns that do better on push versus e-mail versus in-app message. And so understanding like, okay, what are the different ways we can communicate with the player, both inside and outside of the game? And what do they care about at that point in time helps us kind of set those stakes in the ground. So in this example, we can see here that what we found works best is having in-app deliver things early on that help us communicate with them and that help our organics. So understanding how much players need to play before they have a good picture of rating the app, which in turn can help our discoverability, help our app store optimization. And the same for push opt-in, we want to be able to reach these folks to let them know about exciting live ops and updates. So when is the right time to ask them for that permission? And then as we bring push into the fold, we can do additional things such as opt them in or encourage them to opt-in to our accounts membership having a WB Games account. And what's the value prop there? Why would you want to be a WB Games account member? What cool things do you get? What other things can we invite you to? If there's a Discord stage or social or community events are happening, we can also link you there. And then there are some that work great on all channels, so user triggers based on their play telemetry, upsells, event triggers. There are certain things where it's like, "Hey, the more we can saturate awareness of it and engagement, the better". So there's those perennial factors there. And then there are some that drift more towards favorability out of the game client itself. So in addition to having push and e-mail, doing a full-court press on welcome onboarding, win back if they're starting to lapse, different types of cross promotions for other WB Games offerings, surveys. We can also drift into, "Okay, like what types of surveys for lapsed players could help give us insight into how we can improve the game?" And obviously, if they're lapsed, we can really only reach them over e-mail. If we want to invite them to a focus group or betas, that's well done over e-mail. And same for developing an ambassador program, MVP program, influencers, establishing and building inroads with community and social influencers and other folks who you would really want to be able to understand like what their needs are, what their goal formation is, how they enjoy a game can really be an advantage over that channel. And then finally, we get some peripheral benefits here, too. So if you have the right compliant -- consents and compliance in place, you have this first-party data. You have these e-mail addresses and other operational IDs that can help increase your user acquisition efficiency dramatically. All different -- I mean all of the major ad networks that we use have ways for you to do a direct audience import and directly retarget them, negatively target those who have already converted or build certain percentage look-alikes based on the collective traits of the audience that you feed them. So in this post-IDFA world, you have this universe of players who all -- they play in certain levels of engagement, certain levels of spend. And then you can basically use that segmentation strategy to say, "Hey, these are the folks that we want," and reach them more efficiently. And then to do all this, then there's the not-as-fun part of checking all the boxes and making sure that you have everything in place so that you're enabled to do this. So this is somewhat of a data grocery list that you'll need because there's always going to be a combination of -- let's see if this comes up here. Yes, here we go. There's a combination of operational IDs and traits that collectively allow you to utilize the channel. So like, for example, for e-mail, you're always going to need opt-in preference, you're going to need -- and if it's a GDPR region, you need an opt-in that's GDPR-compliant, so your opt-in flow has to reflect that. For age gating, you may need date of birth, country. So like there's always these things for push notifications, you need a push certificate and token. So you really want to set your foundation to have all this so that all these operational IDs and traits can interplay with one another. And then you can create -- once that's set up once for a product, it's there, and then you can not worry about it other than maintenance overhead monitoring. But assuming it works, you can then build these very sprawling targeted campaigns that really drive the business outcomes that you're looking for. And yes, that's probably most important with those channels where you're reaching folks outside of the core game client. So for example, an in-app message you can target to anyone using that product. And then you have to see like whether it's targeted contextually or behaviorally and the rules of the road for each of those. But there were permissions that you are going to need for each of push and e-mail and any others that were shown earlier. So it's definitely a huge advantage to understand what these are ahead of your setup, so that you can make the most out of them. And I think I'm going to hand it over to Cait now to take us on a little demo journey.

Yes. Thanks so much, Jason. And I love that slide. You go to get started with the campaign, and it's like "All right, what do I need?" It's almost like coming up with your packing list, right, for a trip. So I think it's really great to get a sense of everything that you want to get started. And in that spirit, over the next couple of minutes, I would like to take you all through a live demo of how you can get started with a mobile-first journey. So we're going to look at mobile app events, we're going to look at in-app messages and push messages within the context of Journey Builder, so you can get a sense of when you get off of this call, how you could get started with those mobile journeys. So to set the stage a little bit for the context, I'm going to use my Hermione-esque Time-Turner and maybe take us back to pre-Dreamforce and imagine that my Marketing Cloud incense is integrated with the Dreamforce mobile app, where you can sign up and like and favorite sessions. So I, as the marketer here, would like to go ahead and create a mobile journey that will -- based off of user input on the mobile application, where they're favoriting sessions, adding them to their wish list, we'd like to go ahead and enter them into a journey that will then push them back into the app, where they'll get an in-app message that encourages them to add more AI plus data plus CRM sessions to their agenda. So first things first, we need to go ahead and figure out how we can start listening for those mobile app signals coming from the user. And the way that we're going to do that within this Journey Builder canvas here is with a mobile app event. So I'm going to go ahead and drag this on to the canvas and click in to start this definition. So let's go ahead here. Now on the screen, you'll see my wish list event. So this is something that has been defined by my mobile app developers with a convenience function from our MobilePush SDK. So within the application code, they said track whenever someone hits wish list. And with that, we are now creating a connection between your mobile application and Marketing Cloud. And that connection appears here. So I know that I can use this mobile app event wish list to enter someone in a journey. So I'm going to go ahead and select that as the thing, the signal that's going to kick off this flow of messaging. And then before I go ahead and save this, I just need to add a bit more context here. So in this case, when the event occurs, that's when I want it to kick off. But we have a few different options, depending on how the event itself is defined, we can actually send up additional data in that payload that Journey Builder can use to decision off of. So for example, if I wanted to look at some of the criteria, I could add in a bit more definition here. So let's actually follow this path a little bit. Let's say that within my mobile app, it actually supports multiple Salesforce events. So not just Dreamforce, but there are also connections, sessions and Trailblazer DX sessions. So I only want to trigger this particular journey when the event attribute of category is equal to Dreamforce '23. So let's go ahead and enter that in here. So I'm already starting to add in some additional criteria. This could be, for example, a price on an item, maybe a category, really anything that comes within the context of the event. So I'll go ahead and click Save, and I've got that going. Anytime someone hits wish list on a session for Dreamforce '23, they will be entered into this journey. Next, what I want to do is make sure that an in-app message of my choosing gets downloaded to the device so that it can display when I want it to. So I'll go ahead and drag in my in-app message onto the canvas. So we have a couple of different mobile message types here. We've got in-app, inbox and push, but I'm going to start here. So I'll go ahead and click through. Again, I love this about Journey Builder. It's such a simple interface to use, nice and guided. So I'll go ahead to select my message, and I've actually precreated this message using Content Builder. So I can come into my Dreamforce folder, and I see that this message is here and waiting for me. So I'll go ahead and select it. And again, I have a few additional options on this left rail here to configure the message definition. So popping in, I want to make sure I'm targeting the right mobile app. I am not the most creative when it comes to naming convention, so I'll pick my Spunky Android app here, and I want to make sure that this message is always available for display. And speaking of display, I need to decide when I want this in-app message to pop up. So here, by default, we will always have app open. So the next time that someone goes ahead and opens the app, we want this to pop up. But you can also see that same mobile event that we're using to trigger the journey. So again, that's some of the extensibility here. Not only can you use those mobile app events for journey entry and exit, but also for when you want to display an in-app message. So it gives you as the marketer quite a bit of control around that mobile experience when someone is within the application. So that looks good to me. So I'll go ahead and select that. And at this point, my in-app message definition is good to go. So you can just see this here nice, fun graphics. We'll go ahead and save that. Now at this point, what I'd like to do is find a way to navigate someone back into the mobile application. So if we can imagine how this flow of events is going to go, someone is going to pull up their mobile app, they're going to hit that wish list item they enter and perhaps they abandon the application. So the next thing that I want to do is add a push notification onto the canvas that will prompt the user to go back into the app, where they'll find my desired in-app message with that richer content, the images, et cetera. So same sort of mechanism. Hopefully, this is starting to get a bit familiar. I go to My Activities, I find my push notification, and I drag that over here. I'm going to go ahead and configure it. And the same story, I was able to use my central content tool, Content Builder, to create this message. So I can go ahead into my folder, and it's there waiting for me. I do the same thing in terms of selecting my target app. And just like that, I'm good to go. Now for the purposes of the demo, I'm going to go ahead and shorten down this wait time. We'll do that down to about a minute here, but that might be longer, shorter, depending on your use case, and we can also finish this up a bit shorter here as well. We'll pop that down to an hour. Now at this point, it's up to me to go ahead and just do the rest of a normal Journey Builder sort of activities. So we want to go ahead and define the journey entry criteria. So I want this to fire any time someone is adding a Dreamforce session to their wish list. And that's pretty much all I need to do here. If we were defining a multichannel journey, I have the additional contact points for e-mail and SMS. I don't need to worry about that right now. The last thing I do want to call out, when we defined our entry event, we talked about that category as additional data for filtering. Well, that data is also available as journey data for you to further segment within the journey itself. So if I pop this open here, I can see that by nature of using a mobile event as the entry source, I now have that additional data point. So what this means is you can start to use this for things like goal criteria. You can also start to use this for segmentation using the decision split. So it's pretty powerful in terms of getting that data onto the platform. All right. So at this point, I should be good to go. So I'm going to go ahead and activate my journey and let that save, and it's going to be running. I don't know, what was that, Brett, like about 6 minutes to build that mobile-first journey, so not too shabby. We'll go ahead and activate that here. And then what I'd like to do is show you what that will look like on the flip side for your mobile app users. So we know that this is running now. And I'm going to come over into a bit of a dev environment. And let me go ahead and just make sure I share that. We're going to do the entire screen this time to make it more seamless. But you should be able to see a mobile app emulator. And what I'm running here is our open-source learning application, so this is available for you today. It doesn't need to be scary, it's just a great tool for devs to kind of play around and tinker, it gives me a basic stub up here. But this is going to allow me to simulate that mobile app event for you. So I've got my basic app running here, and I've got my track event. So I'll go ahead and open that, and this is my wish list event here. So I'll go ahead and click that. And what we're doing there is sending an event back to the server. So at this point, I can go ahead and put my application in the background, and that will start to process. So basically, the event flows back into Journey Builder at this point. Now I did mention it was pretty easy to do all this, so I'm just going to give you a sneak peek into that tracking event here. Again, it is as simple as defining the event here, so we can see that same thing, the wish list mobile event that we saw in Journey Builder, and we have that category of Dreamforce '23. So just like that, we're able to kind of push all that back into Marketing Cloud, and that's going to be flowing. So at this point -- wow, just like that, that was fantastic timing. We can see that I received a notification on my device. So if I come down and pull my notification center, we can see I've got my push notification. It opened me directly back into the application, and we see the in-app message that we wanted to have available to us when our user opened the event. And from here, I can go ahead and add my subsequent session. So that was kind of our soup-to-nuts demo. We saw how you could get started. Of course, coming back into Journey Builder, there's so much more to explore. So for example, I could start to look at things like send-time optimization, which brings in artificial intelligence. I think Jason is going to talk to us a little bit about how we can go multichannel here, but it really should give you a good idea of how to get started with those mobile app events. So let me bring us back into our presentation because, of course, data is going to be really key in terms of making any of these sorts of campaigns fly. And what you can see on the screen here is a conceptual data model. And the tables that are highlighted in orange are what come out of the box with Marketing Cloud today. So we have our contact model, that central sort of representation of an individual within Marketing Cloud. And that is how we represent the contact. And off of that, we have our 3 out-of-the-box mobile tables. So the first is going to be MobilePush demographics, and that will really capture any information at the contact level. And attached to that, we have MobilePush subscriptions, which represents the actual mobile device itself, because we recognize within the mobile channel, maybe an individual has multiple phones, and we want to make sure we tie that all back to a single representation of that person. And then lastly, we have our MobilePush tags, which allow us to extend the data model, send up additional attributes from the mobile application to Marketing Cloud for segmentation and personalization. So just with those 3 tables, typically, that is sufficient for our customers to kind of get started with mobile campaigns. But we have other customers like Jason over at WB Games to go ahead and extend that data model. So Jason, I was wondering if you could kind of take us through some of those blue tables and what they represent for WB Games.

Yes, absolutely. Thanks, Cait. Yes, in terms of the types of tables we add, and you can add kind of any table configuration you want, but for us, we want to be able to enrich profiles and receive events that allow us to trigger off messages, either in near real-time or just update the core profile as a whole, so that they're getting like the most tailored, most dynamic content that's more relevant to them. So we got a couple of things going on. That first one up top is the account table. And so for a WB Games account and if you are playing Harry Potter: Magic Awakened or one of our other WB titles, we hope that you make an account, we understand your basic profile info. We understand what region are you playing in, date of birth for age gating purposes, and then we also have like your like global consent and opt-in preferences managed from that kind of account row snapshot. Underneath the supplemental table, this is something that we might enrich on a daily basis. It could be like an extract, transfer, load situation. But essentially, this is the telemetry, how are you playing the game, how should we adjust our messaging to you based on how you're playing the game, that sort of thing. And then finally, we have the customer data platform. And here, we can synthesize player graph attributes and understand here's an event that's coming in near real-time. Okay. Well, this just happened that we need to send a push or an e-mail right away. So this is more of our -- an event-fired more so than like a permanent or semi-permanent or like telemetry-type attribute. But yes, there's sort of -- you can make more than these 3. You can set it up differently. But for us, this is sort of how we break it down in the way that's like most concise to us. And what it allows us to do is run these multiyear omnichannel journeys and have sort of these decision paths or these path optimizations interact with each other in an intelligent and cognizant way. And here's one that we actually run. So I'll kind of -- oh man, I have to get better eyesight. I apologize. But basically, this is a push notification journey that focuses on letting folks know to sign up for WB Games account membership and get these bonuses. And the way it's split out is that we have different peak usage times in different parts of the world. So what it's doing when it splits is it's recognizing what region, what servers are the players playing in. And based on the most active times, it's saying, "Oh, this would be a good time to send this push notification to let you know the value of becoming a WB Games account member." And so you can mix and match over different channels. You can have like an in-app message follow-up if you need to provide more information or you can deep link right to the game screen or your app screen, where you're trying to drive them. But yes, the configurability is -- it's very dexterous. So it's really helpful whether you're using like this type of canvas interface to just optimize a single use case, so like this would be one. Or if you're trying to wrap an entire messaging journey in a single journey canvas, you can certainly do that, too. So based on our needs for the game, like we'll set them up in different ways. And we have some tips for success, things we've learned along the way. And so it's a big task implementing an SDK and especially one where you're going to be running multichannel campaigns. There are certain things that you're going to want to do to try to engage these interdependent groups that you need in order to get the most out of it. And undoubtedly, if you're going down this path, you're responsible for business outcomes, you're responsible for messaging programs. And you might work with folks on the engineering side, on the creative production side, data scientists, who you don't normally work with. So it's really important that you get that buy-in. But you can also do better for the business and for yourself, too, by kind of immersing yourself in their world a little bit and understanding like the data that they have access to, the telemetry that they see and understand more about, "Hey, like this is what we're seeing about how players are playing and enjoying the game," things that you might not have thought of. You can think about deriving affinities and tags based on that if you're thinking about player personas or user personas. You can also look at KPI measurement. And you probably have an idea going in on what those KPIs will be. But you could learn a lot from your data scientists in terms of what KPIs lead to better overall business outcomes and find a way to incorporate that, even if not for content tailoring, it could be for audience segmentation, too. So you want to kind of consider both sides of that. On the engineering and development front, you'll want to establish a strong partnership, you'll want to understand where can we fit into development sprints, how should we manage QA testing on the build. You'll want to set certainly some time to squash any bugs or any mobile app event misfires, that sort of thing. One of the most fun phases of this is when we have that SDK integrated in the dev bill but it hasn't gone live yet, so we'll set an audience of like just our team, and we'll start running all sorts of campaigns just to see, "Okay, like what's working? Like, okay -- like, all right, these 9 events work, these 2 events didn't work," kind of going through and kind of becoming your own like crash test dummy, I suppose. But it's a great moment in time because you know you're just like weeks away at this point from being able to bring your messaging program to life. And then finally, with creative producers, there's a lot of things that we might not have immediate visibility into, types of art, types of live ops that we aren't sure what players will gravitate to the most. And sometimes, these marketing channels can act as small test environments to see like what are players responding to the most. And not only that, you can also get a sense of what player experience, from a UX perspective, is going to be expected for that. And with the AMPscript, it's really kind of a step beyond HTML and CSS because you basically have the scripting interface where you can be completely custom, have rich media based on certain conditions, show traits or just kind of have if-then logic. It's really agile. So being able to, to some extent, simulate that game experience and bring that game experience out of there and into e-mail and into push is a really powerful thing. And I think that's it for the tips section. And I think I get to pass it back to you, Cait.

Yes. I will bring us home. Thank you, Jason. I just wanted to quickly summarize. We've covered quite a lot in this session together. We kicked off with Brett walking us through some of those best practice insights and learnings about the moments that matter and how you can get started with multichannel journeys. And then thank you, Jason, for sharing the experience with Harry Potter: Magic Awakened, that use case and some of the insights around that grocery list, what it takes to get started with those campaigns and how you can layer in that strategy. I took us through a demo, trying to bring some of that theory to life with an example where we started from a blank journey canvas to receiving that push notification and subsequent in-app message on an android device. And then we wrapped up kind of talking through the data model as well as some tips and tricks for success. But of course, we would not want to leave you without guidance or your own Marauder's Map for how to continue the magic, especially diving into mobile-first journey. So we will be sharing out these slides with hyperlinks to these resources listed here. We've got lots of goodness on Trailhead, our free learning platform, our implementation guide for getting started. And then we did a deep dive into those mobile events this year at Trailblazer DX. So if you'd like to go ahead and take a look back at that presentation and demo, that is also available to you. But otherwise, I would just like to extend a big thank you to you all for spending the last 50 minutes with us learning a little bit about mobile-first customer journeys and how you can start going multichannel. And I hope you found it illuminating and magical. So thank you, and have a great rest of your day wherever in the world you're joining us from. So thank you.

Thank you all.