Audience studio
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1) Audience Studio is Salesforce's data management platform that allows marketers to build a unified customer profile from various first, second, and third party data sources to gain insights and activate audiences across channels. 2) It manages consent and data rights to comply with regulations while securely sharing data. Advanced analytics and artificial intelligence help understand audiences better. 3) Using Audience Studio, marketers can discover unique audience segments, precisely target them with personalized messaging, and expand reach through look-alike modeling, leading to measurable gains in revenue, costs, and productivity.
Audience studio
- 1. Audience Studio Basecamp Stockholm – April 9th 2019 Alex Rodriguez – RVP Salesforce Data Solutions EMEA Lars Schulman – Salesforce Data Solutions Nordics
- 2. Forward-Looking Statement Statement under the Private Securities Litigation Reform Act of 1995 This presentation may contain forward-looking statements that involve risks, uncertainties, and assumptions. If any such uncertainties materialize or if any of the assumptions proves incorrect, the results of salesforce.com, inc. could differ materially from the results expressed or implied by the forward- looking statements we make. All statements other than statements of historical fact could be deemed forward-looking, including any projections of product or service availability, subscriber growth, earnings, revenues, or other financial items and any statements regarding strategies or plans of management for future operations, statements of belief, any statements concerning new, planned, or upgraded services or technology developments and customer contracts or use of our services. The risks and uncertainties referred to above include – but are not limited to – risks associated with developing and delivering new functionality for our service, new products and services, our new business model, our past operating losses, possible fluctuations in our operating results and rate of growth, interruptions or delays in our Web hosting, breach of our security measures, the outcome of any litigation, risks associated with completed and any possible mergers and acquisitions, the immature market in which we operate, our relatively limited operating history, our ability to expand, retain, and motivate our employees and manage our growth, new releases of our service and successful customer deployment, our limited history reselling non- salesforce.com products, and utilization and selling to larger enterprise customers. Further information on potential factors that could affect the financial results of salesforce.com, inc. is included in our annual report on Form 10-K for the most recent fiscal year and in our quarterly report on Form 10-Q for the most recent fiscal quarter. These documents and others containing important disclosures are available on the SEC Filings section of the Investor Information section of our Web site. Any unreleased services or features referenced in this or other presentations, press releases or public statements are not currently available and may not be delivered on time or at all. Customers who purchase our services should make the purchase decisions based upon features that are currently available. Salesforce.com, inc. assumes no obligation and does not intend to update these forward-looking statements.
- 3. Marketers Need Tools to Manage Vast Amounts of Data Engaging with customers in real time Optimizing the marketing mix for best return Modernizing tools and technologies Creating a shared, single view of customers across business units Unifying customer data sources Top Data Management Goals "State of Marketing," Salesforce Research, December 2018 1 2 3 4 5
- 4. Intelligent Marketing Helps Build Relationships your consumer with intelligence across the entire journey Engage and measure it all PersonalizeKnow
- 5. Power Has Shifted to the Customer Consumers expect a new level of data-driven engagement “State of the Connected Customer,” Salesforce Research, 2018 74% of consumers expect companies to understand their needs and expectations 59% of consumers expect cutting edge digital experiences
- 6. Digital Innovation Has Introduced New Trust Challenges Lack of Awareness Customers don’t know: • Exactly what is being collected; • How and where it is being stored; • For what purpose. Lack of Control Even if consumers know what data is collected, they can’t access it, or control how it is used. Increase in Data Breaches High-profile data breaches continue to happen, putting millions of customers’ data at risk. Many brands have made headlines for all the wrong reasons. The picture can't be displayed.
- 7. Know across all experiences KNOWN POS TEXT EMAIL POSTAL MOBILE # UNKNOWN MAID SOCIAL HEM DEVICE ID COOKIE MAID GDPR, Consent Management Opt- in POS
- 8. Data Studio Premium Data Sharing Platform +10% Increase in ROAS More Targeted Reach for Marketers One-stop shopping for premium data More Revenue for Publishers Safely provision data to trusted partners Deepen Customer Insights Understand existing audiences and discover new ones to drive more revenue
- 9. Marketing Data Is Fragmented Across Systems Marketer How can I unify data, segment audiences, and personalize experiences across channels? Data from Systems Multiple regions, business units, products, campaigns, channels, & technologies CRM, Loyalty, Service Email, Mobile, Social Sales Web Analytics Paid Digital Ads Programmatic Ads Customer Databases Data Lakes Propensity Scores Internal Models Agency Reporting
- 10. Partners Online Ad Team CRM Team Analytics Team Marketing Teams Your Company and People Are Structured in Silos Data from Teams Each team has different goals and optimizes by channel Business Units Products Regions Marketer How can I make data-driven marketing decisions across teams?
- 11. Keys to Building a Durable Proprietary Data Asset Unify 1st, 2nd & 3rd party data sources at scale for rich full-funnel segmentation. Organize data into a taxonomy in the marketer’s language. Connect to a persistent consumer identity across known and unknown data sources, including multiple devices. Does not depend on cookies. Make marketing data efficiently addressable across all paid and owned marketing channels at high speed and fidelity, across the customer journey. Adhere to the rights of consumers and data owners. Equip marketers to comply with all relevant legislation. Data Unification Identity Addressability Data Governance
- 12. Audience Studio Build your enterprise data asset to create valuable consumer experiences Build a World-Class Data Asset Capture people data from any source and device at scale to create a 360 degree view Unify, Segment, and Activate Segment and activate audiences across paid and owned channels Manage Consent and Data Rights Comply with changing regulations and share securely Advanced Audience Analytics Leverage reporting, modeling, and AI to better understand audiences #1 Ranked Forrester Solution
- 13. Manage Your Data at Scale & in Real-Time Data In Data Out Client Site & App Email Customer Data Ad Exposure Data 2nd & 3rd Party Client Site & App Google Analytics DSPs Social Unify & Identify Segment & Enrich Manage Consent Activate & Personalize Gain Insights Marketing Cloud
- 14. DMP Use Cases Transcend Media Buying Top 10 Current DMP Use Cases Top 10 Planned DMP Use Cases Base: Marketers currently using a DMP or planning to do so 1 Marketing, Analytics and Advertising Performance 2 Content Personalisation 3 Media Buying and Optimisation 4 Identity Resolution and management 5 Creative Testing and optimization 6 Audience discovery and segmentation 7 Audience insights 8 Frequency capping and media suppression 9 2nd Party Data partnerships 10 Lookalike modelling 1 Audience Insights 2 Audience Discovery and segmentation 3 Identity resolution and management 4 Creative testing and optimisation 5 Content Personalisation 6 Media buying and optimisation 7 2nd Party Data partnerships 8 Marketing, Analytics and Advertising Performance 9 Lookalike modelling 10 Frequency capping and media suppression State of Marketing: Salesforce Research. December 2018
- 15. Known Contacts Omni-Channel Journey Insights and Orchestration People & Devices Privacy-compliant, scalable, audience-based marketing
- 16. Salesforce DMP Einstein Segmentation Applying Einstein Segmentation to a Segment of Interest Personalization Reach Reach 1. Analyze all user attributes to find personas 3. Add related segments to build reach 2. Target sub-segments with relevant ads or content Personalization Personalization Reach Audience Discovery Discover unique characteristics about your audience Personalization Sub-segment to create precise messaging Reach Expansion Add overlapping segments for more people
- 17. Audience Studio Drives Measurable Business Value Revenue Growth Grow existing customers Find new prospects Cost Savings Market more efficiently Lower cost per acquisition Avoid excess impressions Productivity Gains Break down silos Create a single, shared view of customers across business units 26% 31% 9%