Split and merge paths
Use split and merge path nodes in your account journey to orchestrate your account journeys. You can segment the audience according to conditions that you define and combine the segments to proceed.
Split paths
Add a Split paths node to define one or more segmented paths based on account or people attributes.
Split paths by accounts: Paths split by accounts can include both account and people actions and events. These paths can be split further.
How does a split path by accounts node work?
- When you add a split path node and choose Account, each path that is added includes an end node with the ability to add nodes to each edge.
- It is possible to split the path by Accounts repeatedly, such as in a nested manner. A split path includes an option for not adding the default path.
- If an accounts/person does not qualify for one of the split paths, it does not move forward in the journey.
- These paths can be combined using a merge node.
Split paths by people: Paths split by people and can include only people actions. These paths cannot be split again and automatically join back.
How does a split path by people node work?
- Split path by people nodes are grouped nodes. The paths automatically merge so that all the people in the audience can move forward to the next step without losing their account context.
- Split path by people nodes cannot be nested–you cannot add split path for people on a path that is in this grouped node.
- Split path nodes include an option for omitting a default path so that accounts/people without a matching path do not move forward in the journey.
- Split path by people nodes support the use of account-person relationships, which allows you to filter people based on their role (such as contractor or full-time employee) as defined in the roles templates.
Path conditions path-conditions
Attributes from the account profile, including:
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Annual revenue
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City
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Country
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Employee size
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Industry
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Name
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SIC code
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State
The account does or does not have members of buying groups evaluated against one or more of the following criteria:
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Solution Interest
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Buying Group status
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Completeness Score
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Engagement Score
Attributes from the person profile, including:
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City
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Country
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Date of birth
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Email address
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Email invalid
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Email suspended
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First name
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Inferred state region
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Job title
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Last name
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Mobile phone number
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Phone number
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Postal code
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State
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Unsubscribed
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Unsubscribed reason
Email activities associated with the journey:
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Clicked link in email
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Opened Email
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Was delivered email
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Was sent email
These conditions are evaluated using a selected email message from earlier in the journey.
For a selected person attribute, a value change occurred. These change types include:
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New value
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Previous value
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Reason
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Source
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Date of activity
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Min. number of times
Interesting moment activity that is defined in the associated Marketo Engage instance. Constraints include:
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Milestone
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Email
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Web
The person is or is not a buying group member evaluated against one or more of the following criteria:
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Solution Interest
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Buying Group status
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Completeness Score
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Engagement Score
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Role
The person is or is not assigned a role in the account. Optional constraints:
- Enter a role name
Add a split path by account node
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Navigate to the journey editor.
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Click the plus ( + ) icon on a path and choose Split paths.
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In the node properties on the right, choose Accounts for the split.
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To define a condition applicable to Path 1, click Apply condition.
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In the conditions editor, add one or more filters to define the split path.
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Drag and drop filter attributes from the left navigation and complete the match definition.
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Fine tune your conditions by applying the Filter logic at the top. You choose to match all attribute conditions or any condition.
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Click Done.
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To add more paths, click Add path and repeat the previous steps to add conditions applicable to this path.
You can also label each path based on these conditions or use the default labels.
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If needed, reorder the paths according to the priority that you want for the split.
Path filtering is evaluated in top-down order. Each account proceeds along the first path that matches.
Click the up and down arrows at the top right of each path card to move it higher or lower in the list of paths.
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Enable the Other accounts option to add a default path for accounts that are not a match for the defined paths. If not, the journey ends for these people.
Add a split path by people node
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Navigate to the journey editor.
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Click the plus ( + ) icon on a path and choose Split paths.
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In the node properties on the right, choose People for the split.
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Set the Attributes used for conditions.
- Choose People attributes only to use conditions related to the person profile and events.
- Choose Account-person attributes only to use conditions related to the person’s role membership within an account.
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To define a condition applicable to Path 1, click Apply condition.
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In the conditions editor, add one or more filters to define the split path.
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Drag and drop any of the people attributes from the left navigation and complete the match definition.
note note NOTE If you have custom person fields defined in the account audience schema in Experience Platform, these fields are also available to use as person attributes in conditions. -
Fine tune your conditions by applying the Filter logic at the top. You choose to match all attribute conditions or any condition.
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Click Done.
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To add more paths, click Add path and repeat the previous steps to add conditions applicable to this path.
You can also label each path based on these conditions or use the default labels.
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If needed, reorder the paths according to the priority that you want for the split.
Path filtering is evaluated in top-down order. Each person proceeds along the first path that matches.
Click the up and down arrows at the top right of each path card to move it higher or lower in the list of paths.
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Enable the Other people option to add a default path for people that are not a match for the defined paths. If not, the journey ends for these people.
Marketo Engage list membership
In Marketo Engage, Smart Campaigns check membership of programs to ensure that leads don’t receive duplicate emails and aren’t members of multiple streams of emails at the same time. In Journey Optimizer B2B, you can check for Marketo Engage list membership as a condition for your split path by people to help eliminate duplication in journey activities.
To do this, expand Special Filters and drag the Member of List condition into the filter space and complete the filter definition to evalute membership in one or more Marketo Engage lists.
When you have conditions defined for each path for splitting your audience on the people level, you can add actions that you want to take on people.
Merge paths
Add a Merge paths node to combine different split paths by account in your journey.
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Navigate to the journey editor.
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Click the plus ( + ) icon on a path and choose Split paths.
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Click the split node to open its properties on the right.
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Click Add path to create three paths.
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Add a combination of actions and events to each path.
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Click the plus ( + ) icon for any one of these paths and choose Merge from the displayed options.
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In the merge paths node properties, select the paths you want to merge.
At this point, the paths are merged so that accounts from the selected paths combine to a single path that can continue to progress through the journey.
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If needed, you can unmerge paths by navigating back to the merge paths node properties and clearing the checkbox for any paths that you want to remove.
Overview video
