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Learning Objectives

After completing this unit, you’ll be able to:

  • Describe a data management platform (DMP).
  • Explain why Audience Studio is important for advertising.
  • List the sources Audience Studio uses to capture data.

D-M-P, Easy as 1-2-3



In this module, we refer to:
  • Salesforce customers as businesses.
  • Salesforce customers’ customers as consumers.

We’re in the Fourth Industrial Revolution, and people are more connected than ever before.  Every customer is connected - with smart, always-on devices and real time interactions.  Customers expect your business to be just as smart, always-on, and as connected as they are.

The Fourth Industrial Revolution is creating a divide between companies and their customers.  Many businesses lack the capabilities to deliver the personalized, connected experience that their customers want — Audience Studio can help.

A little more than a decade ago, advertising happened primarily on TV and radio. It has expanded since then, and the advertising landscape has changed as a result. Today, businesses use digital advertising to reach more consumers in more places, which means they have lots of data to collect and organize. These businesses always want to improve the ways they find and use data, so they can connect with their consumers better than ever before.

Some businesses do this with a data management platform (DMP). A DMP:

  • Collects, stores, manages, and analyzes pseudonymous consumer data from many digital sources. Pseudonymous data is connected to a pseudonym that represents a person but does not directly identify them, like a cookie or device ID.
  • Organizes consumer profiles into data-based categories called audience segments—for example: women over 35 who buy running shoes on mobile apps.
  • Exchanges information with customer relationship management (CRM) platforms—like Salesforce—to help businesses understand audience segments even better.
  • Measures advertising results so businesses can improve how they target specific audience segments.
  • Sits at the heart of the marketing hub, personalizing digital advertising across many channels, like browsers, websites, applications, and more.

Businesses that use DMPs see their marketing ROI grow because this data helps their advertising reach:

  • The right consumers
  • In the right places
  • At the right times

We’re talking awesome data resources. The kinds that require super-smart skills -- like those of Sarah, a mathematician who loves cats:

Sarah the mathematician stands on a ladder, solving a complex math problem on a huge chalkboard. Pickles the cat watches from another ladder.

...only businesses don’t have to do all the math themselves—they just need a great DMP.

Consumer Obsession = Data Obsession

Now that you know what a DMP is, let’s talk about Audience Studio. Audience Studio is part of the digital advertising and data section of Marketing Cloud. It takes marketing to new heights by capturing, unifying, and activating data to strengthen consumer relationships across every touchpoint.

Hold up. What’s a touchpoint?



Touchpoint = Any encounter where businesses and consumers exchange information,
provide services, or handle transactions.

And consumer touchpoints are everywhere.

Consumer data is all around. Sarah the mathematician walks down a beach, holding her phone and carrying a coffee cup and a shopping bag. Symbols for all of the touchpoints she uses float around her: browsers, social media, apps, TV, GPS, and email.

Connecting with all kinds of touchpoints is one thing that makes Audience Studio so special. Salesforce customers are obsessed with consumers and their experiences. Being consumer-obsessed means collecting and analyzing data to get to know consumers better. That’s why, when it comes to marketing, our customers are also data-obsessed.  We think it’s exciting that our DMP gathers more data from more devices and places than other DMPs.

Audience Studio gathers data from:

  • Web and mobile sites
  • Email
  • Apps
  • Digital media—like news websites and blogs
  • CRM—like Salesforce
  • E-commerce and point of sale (POS)—register systems like Clover, Square, SuitePOS for Salesforce, and more
  • Emerging marketing channels—over-the-top television (OTT), like Smart TV and Roku
  • Beacon and location devices—GPS, wearable technology, the Internet of Things (IoT)

In short, Audience Studio:

  • Uses data from all kinds of touchpoints to get more accurate views of key consumers—noting their behaviors, interests, and locations.
  • Connects with key consumers through relevant digital advertising, wherever they go.

Remember how we said businesses that use DMPs see their marketing ROI grow because of all the data they have access to? With Audience Studio, businesses see even more results—because we use more and different kinds of data and resources.

DMPs connect with: 
Audience Studio connects with: 
And this is awesome because:
The right consumers...
More consumers....
We reach consumers more directly and build more personalized journeys.
In the right places...
Through more touchpoints...
We locate and adjust for new or previously unknown audience segments in more places.
At the right times.
Throughout the consumer journey...
We use data science to capture and analyze complete customer journeys, so we reach key consumers when they’re most likely to engage.

With greater control of all kinds of data, gathered in one place, businesses use relevant information to power smarter experiences for their consumers. 

Next, let’s take a closer look at what’s inside Audience Studio.


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