Marketing Cloud

Leveraging Online Consumer Data

to Increase Performance
Salesforce Confidential
Audience Studio: Leveraging Online Consumer Data to Increase Email Performance
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Data Currency
Building a valuable Data Asset
Keys to Building a Durable Proprietary Data Asset

Unify 1st, 2nd & 3rd party data sources at scale for rich full-funnel
Data Unification segmentation. Organize data into a taxonomy in the marketer’s language.

Connect to a persistent consumer identity across known and unknown

Identity data sources, including multiple devices. Does not depend on cookies.

Make marketing data efficiently addressable across all paid and owned
Addressability marketing channels at high speed and fidelity, across the customer journey.

Adhere to the rights of consumers and data owners.

Data Governance Equip marketers to comply with all relevant legislation.
The Architecture
DMP v CRM
DMP CRM

ID Device (De-identified) E-mail Address (Identified)

Record Origin Observed Interaction Declared Transaction

Target Segment Person

Volume of Records High Lower

Source Interactions on all online properties, Transactional databases, CRM or

rd 2nd- and 3rd- party lists
2nd- and 3 -party lists

Interest Signal Strength Lower High

Challenge Is Complicated By Different Identities
Today’s marketing solutions don’t reconcile known + unknown data

POS MAID

POSTAL TEXT DEVICE ID SOCIAL

MOBILE # EMAIL COOKIE HEM

KNOWN UNKNOWN
Unify the Consumer Journey
Deliver omnichannel journeys & personalize every touchpoint

POS MAID

POSTAL TEXT DEVICE ID SOCIAL

MOBILE # EMAIL COOKIE HEM

Journey Builder Audience Studio

MC>DMP
Use Cases
Omnichannel Advertising fueled by PII & Non-PII Data

Cross Channel Activation

● Advertising activation for marketing cloud multi-channel journeys.
● Channels expand from Email, SMS & Mobile Push to also include Walled Gardens (Ad
Studio) + Display Advertising & Video (DMP).
● DMP extends your message across digital advertising.

Example: A CPG customer launching a new product and can now advertise across email, sms
and digital advertising
 Unify Known and Unknown Consumer Profiles

Known Contacts Cookies & Devices

Advanced Targeting & Suppression

MC has PII based data that allows you to suppress messaging to selected audiences and
create more accurate targeting of the right audience.

● Your CRM data has information like who is buying burgers, hot dogs, ice cream. Your
DMP doesn't.
● Therefore, your CRM data can be passed through to DMP in order to make your digital
advertising target the right people.

Example: Do not show an ice cream display ad to a Cafe customer (as it will down-sell them)
This consumer was going to buy a $3 muffin, now you’ve sold them a cheap ice-cream cone.

*Subject to approval by the seller

Lookalikes

Find lookalikes of your ideal customers across the digital landscape

The DMP can create lookalikes from either 1st, 2nd* or 3rd party data
● Similarity Scale 0-100%, you decide!
● Low-High Reach options

The Audience Studio Lookalike tool allows you to reach and convert users that have a similar
profile to a specific segment of your valuable customers in Marketing Cloud.
You can then create a new segment of those additional, similar users and talk to them across
publisher websites.

*Subject to approval by the seller

Data Driven Insights Makes Messaging Better

Better Targeting for Higher Engagement

5x Up to 5x lift in opens & clicks, bringing

more people back to your digital properties

More Personalization to Increase Conversion

4x Up to 4x increase in conversion from email,

driving increased direct campaign revenue
Cross Channel Consent Management

Brands need to understand where data has been collected, and how it can be used
Brands require a data governance framework that allows them to ensure that they are
meeting legal requirements. This includes:
● Legislation such as GDPR
● Contractual agreements with data providers
● Privacy policies in use for customers and prospects.
If a current customer and has opted out of retargeting campaigns, you need to ensure that
they won't be retargeted on multi-channel campaigns.
This is made possible through the technical controls of the DMP for digital display and video,
and flowing through to email, sms and mobile push via Salesforce platform.
Establish Consumer-First Consent Relationships
Deliver Increasingly Relevant Experiences
Marketing Cloud>>DMP
The Integration
Marketing Cloud > Advertising Studio > Audience Studio
DMP>>Marketing Cloud
The Integration
Integration Overview

Marketing Cloud
Data to DMP

Email &
User Matching
Journey Builder
& Consent
Integration
Data Flow Diagram
How does the integration work?
Two options

The Marketing Cloud Email Connector for Audience Studio:

● The Marketing Cloud Email Connector for Audience Studio automatically imports open and click data from Email
Studio and Journey Builder.
● Users can apply sophisticated segmentation for email engagement data with your other Audience Studio first-party
data and send the segment back to Journey Builder as an entry source. Having this enhanced data in Audience
Studio improves your campaign targeting in email, SMS, push, Facebook, Google, sales, and service.

There are two options to ingest segments from Audience Studio into Messaging
1. Journey Builder Audiences
2. Automation Studio

What are the commercial limitations (do you pay per audience, contact volume)?
● There is an add-on license for the integration.
● The utilization items (DCEs, activation partners) follow the overall DMP contract.
● The necessary Audience Studio tracking pixels will increase the volume of DCE's consumed, so it's worth reviewing
your current allocation to ensure there's enough room in your agreement to support your email comms.
Journey Builder External Audiences Feature
Overview

● Journey Builder audiences will be configured against your EID (Enterprise Business Unit Id).

● Audiences will then be shared down to lower-level business units as needed.

● The initial version of External Audiences allows you to connect a single Audience Studio org to a single Marketing
Cloud account. The ability to link multiple Audience Studio orgs to a single Marketing Cloud account will be
included in the upcoming Marketing Cloud release if not before.

● This iteration of the External Audiences system allows for Journeys in Journey Builder to be started using External
Audiences. Research into options to allow the use of External Audiences in Decision Splits throughout the Journey
canvas is ongoing.

● The External Audiences system imports data from Salesforce Audience Studio once every 24 hour period at a set
time each day. It is a full overwrite. This time is based on when the linking is completed between your Salesforce
Marketing Cloud and Salesforce Audience Studio accounts. The Refresh time will be displayed in the Data Source
detail summary screen that shows all synced Audiences.
Journey Builder External Audiences Feature
Set Up and Config

● Once the feature has been procured, you will need to Submit a Ticket via the Audience Studio console, to request
that support to configure the connector -- setup generally takes a few business days to complete.

● After the connector is configured, email open and click data from Email Studio and Journey Builder interactions are
automatically generated and imported daily into Audience Studio.

● The email data is imported as a new set of hashed email addresses (as device IDs). The data is available as media
attributes (within Audience Studio's segment builder) to define segments from email open and click action. That
data is available within campaign performance reports to provide a better understanding of email success, along
with your other campaign tactics.
 Journey Builder External Audiences Feature
Step-by-Step for Audience Studio as entry audiences

The integration of Audience Studio and Email helps Marketers deliver end-to-end consumer experiences across
advertising and email. Built on the foundation of user matching and consent, we gather information against anonymous
devices and relate it back to known email contacts driven by consumer preference and trust, which ultimately helps
augment the understanding of consumers in highly interesting ways.

● Consent for Re-Identification

Using anonymously captured behavioral information and tying back to a known individual is known as
re-identification. Prior to implementing the audiences functionality, you need to gather and capture consent for
reidentification within the Audience Studio consent management framework.

● User Matching
Our integration uses pixels in email content along with identified website interactions (login, purchase, form
completion) to join email contacts to Audience Studio devices via a SHA-256 Hashed Email address, allowing you to
use your entire deterministic identity graph to support activation to Marketing Cloud.
Data Flow Diagram
 Establish Bidirectional User Matching
DMP User Match Pixels in Email Content

SHA256 HEM Email + Subscriber ID

Contacts DMP Tracking Pixel Cookies & Devices

available in templates
and email editor KruxID HEM Email Sub ID

Email Email Match Table

NOTE: Pixel only works on emails opened on web email client

Subscribers from Marketing Cloud to DMP
Synchronize Segments & combine with 2nd/3rd Party Data for Lookalikes

Match on SHA256 HEM Email

Audiences Cookies & Devices

KruxID HEM Email Sub ID

API 24
Hours

(100M Contacts)

Activate via Ad Studio Email Match Table

 DMP Segments to Marketing Cloud
Re-identify DMP Consumers in Marketing Cloud Data Extensions or Journeys

Data Extensions Cookies & Devices

Batch Overnight

Match on Subscriber ID

Automate refresh on a nightly basis

Journey Trigger using Automation Studio
Segment Activation Partner
Expand the Customer Journey
Harness the power of Journey Builder. Test, pace, respond to customer behavior

Salesforce Audience Studio

Send
Send
Display
Email
NAME
Audience Studio Segment

DESCRIPTION
Determine value of multi-touch Preferred Wait 2 Days Convert?
campaign
Channel
ENTRY AUDIENCE
5+ ad Impressions,visited site, Send Send
didn’t convert
Mobile Facebook
FREQUENCY Push Paid Ad
Weekly
Incorporate DMP audiences into a journey
REPEAT EVERY
1 week ● Add any 1st party segment into a journey to reach via email, mobile or social

View Event Results ● Requires permission for re-identification

Exercise
10 Minutes
Individual Exercise

View ‘DMP Editions 2018’ document from the workshop Quip.

Licence
Which licence includes the MC<>DMP sku ‘Data Activation - Email’?

Find the article titled ‘Salesforce Marketing Cloud Implementation Guide”

Integration in the knowledge centre.
Which licence or sku is required to Import Email Data from Marketing Cloud
.
What is an example of why you would use Ad Studio & Advertising to send
Use Case those audiences to Audience Studio?

Find the article titled ‘Premier Support Configuration Services” in the

Implementation knowledge centre. Which licences will include Data-Activation - Email Config
by Premier Support Services?