Explore Marketing Intelligence
Learning Objectives
After completing this unit, you’ll be able to:
- Describe the main users of Marketing Intelligence and their roles and responsibilities.
- Understand the data-related challenges marketers face.
- Articulate the key benefits and capabilities of Marketing Intelligence.
Welcome to Marketing Intelligence
Marketing Intelligence in Marketing Cloud Next helps marketers optimize cross-channel campaigns and spend with a single view of performance. With Marketing Intelligence, you’re equipped to make trusted decisions that boost your campaign performance and benefit your bottom line.
For example:
- Analyze campaign performance across paid and owned channels in one place
- Optimize paid media spend in real time
- Track first- and last-touch attribution
Marketing Intelligence in Marketing Cloud Next offers:
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A simple, unified customer experience: You can connect and visualize one data source with just three clicks. Easily manage ongoing performance with prebuilt connectors, data models, and dashboards designed for marketing. And connect your data just once, and trust that it’s consistently and automatically updated without duplication or latency.
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One Salesforce Platform: You can go deeper into your data and unlock richer insights with connected data, AI enrichment, and embedded Tableau Next dashboards.
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Built with AI and Agentforce: Save time and improve campaign performance with automated data prep and autonomous paid media optimizations.
Marketing Intelligence Personas
If you’re a B2B and B2C marketing professional, Marketing Intelligence can help you automate the often messy process of preparing and analyzing your marketing data, and help you optimize in-flight campaigns across all your paid media channels. If you fit into one of these three marketing personas in particular, Marketing Intelligence can give your business a boost.
Chief marketing officer (CMO):
- Marketing Intelligence helps you improve marketing return on investment (ROI) and team efficiencies.
- Role: Develop marketing strategy to support brand awareness and positioning, revenue growth, and customer acquisition.
- Responsibilities: Grow revenue, improve margins, and deepen customer relationships.
- Top business drivers: Brand, marketing ROI, team efficiency, customer lifetime value.
Head of marketing operations:
- Marketing Intelligence helps you automate the manual and time-consuming process of preparing marketing data for analysis.
- Role: Optimize marketing processes, tech, and performance measurement.
- Responsibilities: Strategize, report performance, data and analytics, and score and route leads.
- Top business drivers: Customer acquisition cost (CAC), marketing ROI, marketing pipeline and revenue, campaign performance metrics.
VP of advertising or digital marketing:
- Marketing Intelligence helps you improve in-flight ad campaigns so you can boost performance to cut wasted spend.
- Role: Steer advertising efforts that influence growth and revenue while cutting budget waste.
- Responsibilities: Strategize, execute, and analyze advertising campaigns.
- Top business drivers: Return on ad spend (ROAS), growth, efficiency, customer experience.
Marketing Intelligence Challenges
As a growth marketer, the steps you must take to access, harmonize, and analyze your data can be time-consuming, manual, and error-prone. This is because marketing data is complex.
First, there’s a lot of it. And it likely lives on different platforms and channels. So you need to ensure your data is always flowing. If one vendor changes their API, that can break the data stream.
Second, all this data is likely organized in different dimensions and formats. So the data must be transformed and mapped into a common format before it can be analyzed in the context of your business—like by marketing strategy, audience segment, campaign goal, and so on.
And third, by the time data is analyzed and shared as performance reports, it’s after-the-fact, when it’s too late to make adjustments to content, spend, channel, or audience to reduce waste and improve customer value.
About two in five marketers don’t have real-time data at their disposal for crucial tasks—relying instead on outdated insights or intuition (State of Marketing report). The result is that marketers waste nearly 41% of their time on low-value and repetitive tasks.
The Power of Marketing Intelligence
Marketing Intelligence continuously ingests and transforms marketing data into timely insights so you can make trusted decisions that boost campaign performance, reduce wasted spend, and increase marketing ROI. It uses the power of unified data and an agentic digital workforce to automate marketing data management. It turns that data into viable insights and recommendations that save you time and improve your campaign performance.
With Marketing Intelligence, you can:
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Manage your data: Connect your marketing data and harmonize it in Data Cloud in just three clicks using our prebuilt connector library, universal AI connector (TotalConnect), and semantic Data Model built specifically for marketers. Prepare data faster with AI workflows to automatically normalize, enrich, and extend your marketing data with new data categories, first-party data, and new attributes and fields for analysis.
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Understand your data: Get an instant view of your program health with prebuilt marketing-specific dashboards, AI campaign summaries, and Agentforce optimization recommendations. Set campaign goals using KPIs specific to your business. And easily predict and monitor performance at any level to get the most out of every dollar spent. Easily understand how your paid media spend contributes to your business goals with built-in first- and last-touch attribution modeling and reporting.
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Act on your data: Work faster and scale your efforts with agents that continuously analyze campaign KPIs, alert you to underperforming ads, pause them on your behalf, and then recommend optimizations to improve performance and implement new goals to track success.
Marketing Intelligence Key Capabilities
There are several key capabilities of the Intelligence app that allow you to manage, understand, and act on your data—date pipelines, data enrichment and patterns, out-of-the-box dashboards, attribution, goal management, and Agentforce paid media optimization.
Data Pipelines
Date pipelines ingest and harmonize your marketing data in just three clicks with prebuilt API connectors, universal AI connector for your flat-file sources, and out-of-the-box marketing data model.
Data Enrichment and Patterns
Let AI normalize and enrich your marketing data with customer and business data to deepen your analysis and unlock richer insights about your marketing performance.
Out-of-the-Box Dashboards
Get a quick overview of your program’s health or explore how your cross-channel campaigns are performing with embedded Tableau Next visualizations, AI campaign summaries, and goal tracking.
Attribution
You can track performance from anonymous visitor to closed revenue with first and last touch for standard objects.
Goal Management
Set your KPIs and easily predict and track how your campaigns perform against your goals.
Agentforce Paid Media Optimization
Agentforce autonomously identifies and pauses your low-performing ads, recommends optimizations, and adjusts your metrics with new goals.
Now you know how Marketing Intelligence can help you improve your campaigns, save money, and reach your business goals more efficiently. Whether you’re looking to boost ROI or prove the impact of your marketing efforts, Marketing Intelligence provides the AI insights, automations, and agentic activations you need. Get started with Marketing Intelligence today.