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Options to Integrate External Outbound Channels with SAP Marketing Cloud

Options to integrate external outbound channels with SAP Marketing Cloud

With SAP Marketing Cloud, there are various standard integrations for outbound channels available. Some examples are SAP Digital Interconnect, Amazon or Alibaba for outbound mails and/or SMS, WeChat or Line for message campaigns or Google Ads for Paid Search or Display Ad campaigns (among others).

This article presents the options to integrate third-party outbound channels and explains when to use which option.

Table of Contents

Options to Integrate Outbound Channels

The different options to integrate outbound channels can either be integrated through campaign-based push approaches or through API-based pull approaches. SAP Marketing Cloud offers the following different options:


image one: outbound channels integration approaches


All of these options serve different purposes. This next section compares these options.

Available Options Comparison


External Campaign Execution Open Channel Integration Generic Email Service Provider Integration Generic Text Message Service Provider Integration Export File API CDS View-based OData API
Overview Replicate full campaigns and target groups regularly (optional) for execution in external platforms/systems, for example, for Ad campaigns (any DMP, DSP). Transfer individual contacts from target group for execution on external platform, for example, for 3rd party CRM integration (e.g. lead creation) while the campaign flow is controlled within SAP Marketing Cloud. Integrate any Email Service Provider (ESP), for example, Inxmail. Integrate any text message service provider (SMS, social, mobile messages), for example, WhatsApp integration through MessengerPeople. Read content of export files based on Export Definitions. Read data from CDS views through generated OData API.
Entity Types

Campaign (optional, incl. parameters)

Target groups (optional, incl. personalization data)

Campaign success (optional, see below)

Campaign

Target groups (incl. personalization data)

Emails


  • content [HTML + plain text]
  • Recipient
  • Sender
  • sentAt
  • campaignId
  • OutboundId
Text messages


  • content [plain text]
  • Recipient
  • Sender
  • sentAt
  • campaignId
  • OutboundId
Target groups (incl. personalization data) Any entity from standard or custom CDS view


  • target groups
  • campaigns
  • custom business objects
Personalization

Performed in external system


Performed in external system

Transfer of personalized contact attributes through Export Definition

Performed in SAP Marketing Cloud

Transfer of personalized emails

Performed in SAP Marketing Cloud

Transfer of personalized text messages

Performed in external system

Contact attributes are available through API

Performed in external system

Contact attributes are available through API

Maximum Package Size 10 000 1000 1000 1000 Packaging highly recommended Packaging highly recommended
SAP Marketing Cloud Custom Logic Support Five enhancement implementation options:


  • Define Implementations (mandatory)
  • Define Parameters for Implementation (optional)
  • Define Global Settings for Execution (optional)
  • Enhance Payload for Data Transfer (optional)
  • Define Template for Outbound Interaction (optional for outbound, mandatory for inbound)
Standard Campaign Success Handling SAP Marketing Cloud requests campaign success data in a periodic way (every four hours). Enhancement implementation for writing outbound interactions

SAP Marketing Cloud requests bounce information every 10 minutes, when the campaign has been executed within the last 48 hours. After 48 hours, the bounces are collected every four hours

Typically tracked by ESP: bounce, complaint

Tracked by SAP Marketing Cloud: mail sent, mail opened, link click

SAP Marketing Cloud requests status information every 10 minutes, when the campaign has been executed within the last 48 hours. After 48 hours the bounces are collected every four hours

Typically tracked by message provider: bounce

Tracked by SAP Marketing Cloud: message sent, link click

Additional Campaign Success Handling On project basis (API-based) On project basis (API-based) On project basis (API-based) On project basis (API-based) On project basis (API-based) On project basis (API-based)
Transfer Messages / Campaign Content No No Yes Yes No No
Instances per System One. More can be requested through ticket. Unlimited Unlimited
Unlimited
Unlimited
Unlimited
Communication Scenario ID SAP_COM_0037 SAP_COM_0049 SAP_COM_0234 SAP_COM_0258 SAP_COM_0311 Derived from CDS view name



Conclusion

This article presented and compared the different options to integrate additional third-party outbound channels.

While external campaign execution should be used to replicate campaigns along with Open Channel to transfer target groups to a system which requires custom processing, the generic adapters for emails and text messages enable integrating with ESPs or text message providers.The two presented API-based approaches help to provide relevant data for external execution through APIs.