Invest in Marketing that Matters with Data 360
Learning Objectives
After completing this unit, you’ll be able to:
- Apply the Data 360 framework to building marketing engagement strategies.
- Name a few example use cases for Data 360 that support marketers.
Building a brand is all about knowing where you stand with your current and potential customers. Data 360 makes an ideal partner for marketing use cases because it gives you everything you need to make choices based on real-time insight instead of just intuition.
Data 360 enables you to take advantage of all the information you have on customers and prospects to do things like target campaigns, drive loyalty, and reduce the time it takes to convert. If Marketing Cloud gives you all the tools you need to run successful campaigns, Data 360 gives you the insight to apply those tools at the right time to make a difference in your bottom line.
If you’ve completed the previous units in this badge, you’re familiar with the formula for how Data 360 powers up other products. Let’s look at how that happens in the world of marketing.
Connect and Harmonize
Get the full picture of where you stand with your marketing efforts. Data 360enables you to ingest and structure data from all your sources, allowing you to harness marketing and customer engagement tools efficiently with a single source of truth for what you know about your customers and your teams.
Analyze and Predict
Using your full range of data-driven insights, Data 360 allows you to dig deep into what makes campaigns successful. Find the messages that resonate by tracking the metrics that matter most to your organization, and make sure that your predictions come from the latest information available.
Automate and Take Action
Armed with the knowledge of what your campaigns should be doing, efficient and scalable automation gives you the power to act on actually doing it with the resources you have available. Whether that’s handling emails or using Einstein to quickly create segments based on your prompts, effective automation can drive maximum value for teams of any size.
Ground AI in Trusted Data
AI can be a powerful tool for marketers, but it can also be nerve-wracking putting your brand on the line if you aren’t sure how your AI is making its decisions. Data 360 grounds artificial intelligence insights in trusted information and helps you do things like manage campaigns at scale and generate promotional content. While it can be overwhelming to track and respond to multiple campaigns at once, AI can streamline campaign management by automating scheduling, content creation, and performance analytics, ensuring cohesive and effective marketing efforts.
The Data 360 Difference
Marketers are no strangers to using data to drive performance. But typically, half the challenge is making sure that the information you’re using is the best available. Accuracy, timeliness, and even subjective preference are all crucial parts of connecting with a customer base.
The advantage you get with Data 360 is that all your sources of information are unified. No matter how many campaigns you’re balancing at once, the rulesets you create in Data 360 help you make sure you understand your customers, what they need, and where you have opportunities to keep them engaged—without overwhelming them.
What makes the magic is your rulesets. When you set up Data 360, you decide what information should be prioritized in unified fields. For example, you could make sure that the unified view of a customer always uses their most recent address, even if the address fields in two records for that customer are different. These rules can be set for all the data points that matter for your business, allowing you to tailor how Data 360 resolves differences across your data sources based on what makes the most sense for your team. Without Data 360, the information your customers share can sit apart in different data sources, leading to redundant work, more friction, and the risk of missed opportunities. By bringing your data together and defining how it relates with your rulesets, you set yourself up for success at any stage of marketing.
Resources