Learn Use Cases and Best Practices for Advertising with Data Cloud
Learning Objectives
After completing this unit, you’ll be able to:
- Describe use cases for advertising with Data Cloud
- Define data privacy best practices when using Data Cloud for advertising.
Introduction
Now that you know what Data Cloud and first-party data are, let’s get more specific about what you can do with Data Cloud and first-party data connected to paid media platforms.
This unit focuses on advertising use cases for Data Cloud and best practices to keep in mind when using Data Cloud for advertising.
Use Cases
Data Cloud supports full-funnel marketing, which means it builds awareness, consideration, conversion, and loyalty simultaneously. Data Cloud is a comprehensive solution that considers every stage of a customer’s journey, from the first engagement with your company to a loyal customer. This approach drives growth for your customer base.
Here are a few use cases for Data Cloud Advertising. Take a look at the marketing stage that each use case addresses and the Data Cloud features that marketers use to achieve the use case.
Stage | Use Case | Features |
|---|---|---|
Awareness, Consideration | Find more of your best customers with lookalike audiences. | Ingestion, Identity Resolution, Calculated Insights, Bring Your Own Model (BYOM), Segmentation, Activation |
Find new customers through lookalike audiences. Lookalike audiences are a group of people who behave like another group of people, such as your best customers. This behavior could be interests, spending habits, or other traits they share with your best customers. Rather than casting a wide net, you can target your growth efforts to audiences who have the potential to become loyal customers. As you show your campaigns to these audiences, you build awareness in your company and encourage them to consider you for future purchases.
Stage | Use Case | Features |
|---|---|---|
Consideration, Conversion | Increase conversions and decrease costs with targeted ads. | Segmentation, Activation, Google Insights, Amazon Insights |
Target people who have engaged with your campaigns before, such as clicking an ad on Instagram. Show more ads targeted toward their interests to convert these potential customers into purchasing customers.
Stage | Use Case | Features |
|---|---|---|
Loyalty | Retarget audiences with upsell and cross-sell opportunities. | Segmentation, Activation, Conversions API |
Target existing customers with campaigns that encourage them to buy more products and build loyalty toward your company. Upsell and cross-sell are sales strategies that encourage customers to buy higher-end or related products based on the products they’re interested in.
Stage | Use Case | Features |
|---|---|---|
Loyalty | Predict and proactively prevent churn by suppressing certain audiences. | Segmentation, Activation |
Retain existing customers and improve customer satisfaction by repressing certain audiences. For example, suppress customers with open service cases from seeing an ad campaign.
To learn more about Data Cloud features and see them in action, check out the Get Hands-on with Data Cloud trail.
Best Practices for Data Privacy
Since you’re working with first-party data, you own all your data. That means you’re in control of keeping that data private and ensuring it’s ethically used. Maintain customer trust by keeping these best practices in mind.
- Obtain consent from customers to use their data.
- Clearly state your intentions with customer data.
- Give options to opt in or out of data use.
- Work with your legal teams to understand and be in compliance with all relevant regulations. Learn more in Learn Privacy and Data Protection Law.
- Maintain data provenance. This means knowing the history of your data, such as its origin and how it moved through systems.
Learn more in Marketing and Consumer Privacy.
Summary
In this unit, you explored some advertising use cases for Data Cloud. You also learned some best practices for data privacy.
In the next unit, learn how to build an advertising strategy and implement advertising capabilities using Data Cloud.