Interaction Studio was renamed “Marketing Cloud Personalization” in April 2022.
This tool serves two important aspects of personalized marketing. The first is collecting indicators and data from a user's browsing sessions on a website. This means that certain actions on the site are tracked and shared with Marketing Cloud, which then takes further actions based on them. The second aspect is page personalization.
Marketing Cloud Personalization allows for dynamic changes to the displayed elements on the website. Consider a scenario where a user visits our online store, looks at a product page, and leaves quickly. Based on this, Marketing Cloud can automatically take actions like offering a discount coupon or initiating targeted marketing activities if we have their email address. Another example is when a user returns to the site, the displayed information will be adjusted to match their recent interests, ultimately leading to a transaction.