Data Extensions in Salesforce Marketing Cloud
A Data Extension (DE) in Salesforce Marketing Cloud (SFMC) is a table within Contact Builder or Email Studio that stores structured data. Unlike lists, data extensions offer greater flexibility in managing customer information, allowing for relational data storage and advanced segmentation.
Types of Data Extensions
- Standard Data Extension
- Manually created with custom fields.
- Stores subscriber or non-subscriber data.
- Used for email sending and personalization.
- Filtered Data Extension
- Created by applying filters to a Standard Data Extension.
- Automatically updated when the source data changes.
- Random Data Extension
- Used for A/B testing and control groups.
- Randomly selects subscribers based on defined percentages.
- Sendable Data Extension
- Contains a Subscriber Key or Email Address.
- Used for sending emails or SMS in Journey Builder and Automation Studio.
- Non-Sendable Data Extension
- Stores additional customer data but cannot be used for sending.
- Used for segmentation, personalization, and relational data storage.
Key Features:
Relational Data Storage: Connect multiple data extensions via Primary Key relationships.
- SQL Queries: Use SQL Query Activities in Automation Studio to manipulate data.
- APIs: Integrate external systems to insert or retrieve data.
- Triggered & Automated Updates: Keep data fresh with scheduled imports and real-time updates.
Best Practices
Use primary keys to ensure unique records. Use Data Retention Policies to manage storage. Optimize indexes for better performance in large datasets. regularly clean unused or outdated data extensions.
Step-by-Step Guide to Creating a Data Extension in Salesforce Marketing Cloud (SFMC)
Follow these steps to create a Data Extension (DE) in Salesforce Marketing Cloud (SFMC) using Email Studio or Contact Builder.
Creating a Data Extension in Email Studio
Step 1: Navigate to Data Extensions
- Log in to Salesforce Marketing Cloud.
- Click on Email Studio → Subscribers → Data Extensions.
- Click Create.
Step 2: Define Data Extension Properties
- Choose “Standard Data Extension” and click OK.
- Enter a Name (e.g., Student_Records).
- (Optional) Enter a description for reference.
- Select a Folder to store the Data Extension.
- Check Is Sendable if you will use it for email sending.
- Check Is Testable if you want to use it for testing.
- Click Next.
Step 3: Configure Data Retention (Optional)
- Toggle Enable Data Retention Policy if needed.
- Select a Retention Period (e.g., 30 days).
- Choose how records should be deleted (e.g., delete all records, delete by age).
- Click Next.
Step 4: Define Fields & Data Types
- Click Create New Fields to define columns in the table.
- Add Field Names, Data Types, and Primary Keys:
- S_No (Text, Primary Key, Required)
- Student_Name (Text, Optional)
- Age (Number, Optional)
- Email_ID(EmailAddress, Optional)
- City(Text, Optional)
- Phone_Number(Phone, Optional)
- Click Next.
Step 5: Review & Save
- Review all settings (Name, Fields, Retention).
- Click Save to create the Data Extension.
Additional Actions
- Import Data: Use Import Wizard to upload CSV files.
- Query Data: Use SQL Query Activity in Automation Studio.
- Connect External Data: Use APIs for integration.
Filtered Data Extension in Salesforce Marketing Cloud (SFMC)
A Filtered Data Extension (FDE) is a subset of data from an existing Standard Data Extension. It allows you to create segmented lists without writing SQL queries. This is useful for targeted marketing campaigns, personalization, and audience segmentation.
Key Features of Filtered Data Extensions
No SQL Required – Created using drag-and-drop filters.
Dynamic Updates – Automatically updates when the source data changes.
Sendable & Non-Sendable – Can be used for email sends or segmentation.
Reusability – You can create multiple filtered extensions from one Standard DE.
Step-by-Step Guide to Creating a Filtered Data Extension
Step 1: Navigate to Data Extensions
- Log in to Salesforce Marketing Cloud.
- Go to Email Studio → Subscribers → Data Extensions.
- Locate the Standard Data Extension you want to filter.
- Click on it, then select Create Filtered Data Extension.
Step 2: Apply Filters
- The Filter Builder screen opens.
- Drag fields from the Available Fields section to the Filter Criteria panel.
- Set filter conditions, such as:
- City = “Bangalore”
- Age > 19
Click Validate to check the logic.
Step 3: Save the Filtered Data Extension
- Click Save As.
- Enter a Name for the new Data Extension.
- Select a Folder to store it.
- Choose whether it should be Sendable or Non-Sendable.
- Click Save.
Updating a Filtered Data Extension
Filtered
Data Extensions update automatically when the source Data Extension is
updated. You don’t need to manually refresh them unless you create a copy
instead of a dynamic filter.
Use Cases
for Filtered Data Extensions
- Targeted Email Campaigns (e.g., segmenting VIP
customers).
- Personalized Marketing (e.g., filtering users by
interests or behavior).
- Event-Based Marketing (e.g., customers who signed
up within the last 30 days).
- Geolocation-Based Campaigns (e.g., targeting users in specific countries).
Random Data Extension in Salesforce Marketing Cloud (SFMC)
A Random
Data Extension is used to randomly segment data from an existing Standard
Data Extension. It is often used for A/B testing, control groups,
and sample audience selection for marketing campaigns.
Key Features of Random Data Extensions
Randomized Selection – No bias in
segmentation.
A/B Testing – Split audiences for
different versions of a campaign.
Control Groups – Keep a portion
of the audience out for performance comparison.
No SQL Required – Created with a
simple interface.
Step-by-Step
Guide to Creating a Random Data Extension
Step 1:
Navigate to Data Extensions
- Log in to Salesforce Marketing
Cloud.
- Go to Email Studio → Subscribers
→ Data Extensions.
- Find the Standard Data Extension
from which you want to create a random split.
- Click on it, then select Create
Random Data Extension.
Step 2:
Define Random Groups
- The Random Split
screen appears.
- Enter the number of
groups (e.g., 2 for A/B testing, 3 for multi-variant testing).
- Adjust the percentage
split for each group (e.g., 50% / 50% or 40% / 40% / 20%).
- Click Next.
Step 3: Save Random Data Extensions
- Enter names for each
of the new Data Extensions (e.g., Test_Group_A, Test_Group_B).
- Select a Folder to
store them.
- Choose whether each Data Extension should be Sendable or Non-Sendable.
