What is Marketing Cloud Personalization?

Many marketing platforms allow businesses to segment audiences and send targeted campaigns, but Marketing Cloud Personalization takes this a step further by enabling real-time interaction management.

As customers browse a website or interact with a brand, the platform captures behavioural data and uses it to personalise the experience instantly. For example, product recommendations, page layouts, or promotional offers may change depending on the visitor’s previous actions or preferences. 

The technology behind the platform originally came from Evergage, a personalisation software company acquired by Salesforce in 2020. The product was later rebranded as Interaction Studio, and eventually became Marketing Cloud Personalization as part of Salesforce’s marketing portfolio. Why Marketing Cloud Personalization

Modern digital experiences are increasingly shaped by personalisation. Customers expect content, recommendations, and offers to reflect their interests rather than receiving generic messaging.

Marketing Cloud Personalization helps organisations:

• tailor digital experiences to individual users

• increase engagement and conversion rates

• deliver more relevant product recommendations

• adapt website and app content dynamically

• create more consistent experiences across channels

• build stronger relationships with customers through relevance

By responding to behaviour in real time, businesses can move from static websites and campaigns toward more adaptive customer experiences.

Marketing Cloud Personalization uses behavioural data and interaction tracking to adapt customer experiences dynamically.

Typical workflows include:

1. Behaviour tracking – Collect data from website visits, mobile apps, and other interactions

2. Customer profile building – Combine behavioural signals to understand preferences and intent

3. Segmentation and targeting – Identify audiences based on engagement patterns

4. Real-time decisioning – Determine the most relevant message or recommendation

5. Experience delivery – Display personalised content, offers, or recommendations

6. Performance analysis – Measure engagement and conversion results

Because these decisions happen instantly, each visitor may see a slightly different experience depending on their behaviour.

Marketing Cloud Personalization vs Marketing Cloud Engagement

Marketing Cloud Engagement focuses on planning and executing marketing campaigns across channels.

Marketing Cloud Personalization focuses on adapting digital experiences in real time based on customer behaviour.

Marketing Cloud Personalization vs Data Cloud

Marketing Cloud Personalization analyses customer interactions to personalise experiences.

Data Cloud focuses on unifying and organising customer data from multiple systems.

Marketing Cloud Personalization vs traditional personalisation tools

Traditional personalisation tools often rely on predefined audience segments.

Marketing Cloud Personalization instead uses real-time behavioural signals to tailor experiences for each individual user.

What is Marketing Cloud Personalization used for?

It is used to deliver personalised customer experiences across websites, mobile apps, email, and other digital channels.

Is Marketing Cloud Personalization the same as Interaction Studio?

Yes. Interaction Studio was the previous name for the product before Salesforce rebranded it as Marketing Cloud Personalization. 

Where did the technology originate?

The platform originated from Evergage, a personalisation software company acquired by Salesforce in 2020. 

How does personalisation work in marketing platforms?

Personalisation uses customer data and behavioural insights to deliver messages or experiences tailored to individual users rather than generic audiences.

Can Marketing Cloud Personalization integrate with Salesforce products?

Yes. It integrates with Salesforce marketing tools and customer data platforms to deliver more consistent personalised experiences.