Learn About Our Marketing Cloud Advertising and Data Products
After completing this module, you will be able to:
- Identify key features for our Advertising Studio, Salesforce DMP, and Salesforce Data Studio products.
- Explain use cases for each product.
Welcome back! In this unit, we take a closer look at the Marketing Cloud Advertising Studio, Salesforce DMP, and Salesforce Data Studio products and how these solutions help you create custom audiences and combine data from any source to deliver more targeted marketing.
No one likes getting ads for things that they aren’t interested in—and you’ve wasted valuable marketing money. With Advertising Studio, you can manage and optimize your ad campaigns so that, based on their profile, you present only the relevant content to customers. You don’t want to advertise new acquisition offers to existing customers; that’s wasting your money and your customer’s time. Use your customer relationship management (CRM) data in Salesforce to reach your customers across all of your digital advertising with customized and timely messages.
In Advertising Studio you can:
- Advertise relevant content on Facebook, Instagram, Twitter, and LinkedIn.
- Manage ads at scale using alternate creative versions, rules automation, and team collaboration tools.
- Visualize data using analytics.
- Use Salesforce CRM data to target your advertising content.
Advertising Studio Use Cases
Use case number one: You want to reengage customers who haven’t opened or clicked your emails for 180 days. First, you use data from your CRM to identify those subscribers, then target them with advertising based on their CRM data—inactive customers become active again.
Use case number two: You use your customer’s purchase history to tailor the ads that appear in their web browser. These upsell ads include customized special offers specifically tailored for each customer, based on products they’ve purchased in the past 30 days. By connecting your CRM customer data with your marketing campaigns, you not only make your customers happy but also make your marketing efforts more effective.
Meet Salesforce DMP. So what is a DMP exactly? DMP stands for data management platform, and it captures and analyzes consumer data. It organizes that data for marketers and provides instructions based on insights generated by the platform. Salesforce DMP serves customers at a massive scale. Our DMP is interacting with more than 3 billion browsers and devices, supports more than 200 billion data collection events, and orchestrates more than 200 billion personalized consumer experiences—now that’s a lot of data!
Salesforce DMP Use Cases
Use case number one: If you want to target audience segments to improve results, the power of Salesforce DMP can help you serve better targeted ads according to the interest of your customers.
Use case number two: Let’s say you want to create a campaign targeted to Cereal Moms who purchase food for the family. Salesforce DMP can collect and unify data based on specified characteristics and determine which moms are best to market to.
Salesforce Data Studio is a data sharing platform for marketers, brands, and publishers. It allows marketers to expand their reach, discover new audiences, and supercharge their DMP. Brands and publishers use it to safely share and provision their owned data with secure permissions to drive incremental revenue.
Salesforce Data Studio Use Case
Marketers are always looking to acquire new customers and often want access to data that publishers own. Historically, publishers and data owners have been reluctant to share their data because they were unable to control what was shared and with whom. Data Studio solves both problems in a secure environment that is fully controlled by data owners, so data buyers and data sellers can transact with confidence. Marketers connect with bigger and more targeted audiences and publishers get paid for controlled access to their data. Can you say win-win?