Salesforce DMP, what is it and how does it work?

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In its commitment to bring data to the centre of any decision in the modern business world, Salesforce offers multiple solutions for this purpose. Among them is Salesforce Audience Studio, formerly Salesforce DMP. In the previous article we discussed DMPs or Data Management Platforms. Let's look at this tool within the Salesforce ecosystem.

What is Salesforce DMP?
Salesforce DMP, or Audience Studio, is a platform that collects, stores, organizes, and centralizes data from different sources, both internal and external. It works in real time, unifying user data collected from multiple sources into a unique profile for each customer. It then analyzes this information to gain a deep understanding of each individual’s behaviors and preferences.

This way, your company's marketing team can create highly specific audience segments for developing hyper-personalized campaigns. Since they already know customers' tastes and preferences, it becomes much easier to attract their attention and close the sales process. In other words, Audience Studio gives companies the opportunity to offer more personalized and, therefore, valuable customer experiences.

Salesforce Audience Studio - Consumer Rights Management
Fountain:Salesforce.com
How does it work?
Salesforce has its own data marketplace, Data Studio, which operates nepal whatsapp lead in the United States, Canada, and EMEA. This marketplace, exclusive to companies that use CRM, segments data based on topics and also allows the acquisition of data from third parties by performing a simple search. Basically, companies that wish to do so can sell user data acquired through their communication channels for use by other companies with similar audiences. In this way, first-party data becomes second-party data for other companies.

It is important to clarify that:

No company is obliged to sell your data unless you wish. In addition to doing so, you can choose which data you want to share and who can have access to it.
All data shared on the marketplace is anonymous. First-party data with personal details cannot be sold or bought. It is a closed marketplace. Only companies using Audience Studio can share or acquire data. For this very reason, data shared only comes from trusted partners.
Once the data is collected, it is combined using the magic of Einstein, or artificial intelligence. This creates a constantly dynamic tool that, while transforming user data into knowledge, launches a search for personalized content. In this way, it optimizes the experience of each client and maximizes the ROI rate of each marketing campaign.
Salesforce Audience Studio - Insights
Fountain:Salesforce.com
What to do with Salesforce DMP?
Well, obviously, Salesforce DMP has several functionalities. For the sake of summary, they can be summarized as follows:

Create complete profiles of your customers: capture, store and unify customer data from any source, achieving a deeper understanding of their tastes and behaviors.
Deliver more personalized customer experiences: Audience Studio lets you create more precise audience segments using AI. This way, you can send them hyper-personalized messages on their favorite channel and at the right time.
Discover new insights: By using artificial intelligence, you can discover new audiences based on their interests. It can also reveal trends and patterns in users that you hadn't seen before. It also allows you to deeply analyze the customer journey at every point of encounter with your company and reveal weaknesses and strengths.
Manage Consent: Audience Studio allows you to manage and customize multiple consent policies across different regulatory environments to meet diverse trends, regulations, and audiences around the world.
Salesforce Audience Studio - Segment Summary
Fountain:Salesforce.com
Future of Salesforce Audience Studio
As with all DMPs, the future of Audience Studio has become somewhat uncertain. Much of the user data collected by DMPs is derived from cookie tracking across the web. This means that most people don't know what they're doing with their data, or what it's being used for. As a result, many browsers (Firefox, Safari, Edge) have taken a stand for their users' privacy and implemented the elimination of the use of cookies. Even Google has made statements that it is signing up to this elimination. In addition to this disappearance, other technological trends are allowing for stricter privacy controls, including the regulations imposed by the European Data Protection Legislation.

There is currently a lot of speculation about whether Salesforce might stop selling and pull the plug on its DMP. A spokesperson for the CRM made the announcement via email in mid-2021. However, Salesforce would not be left without tools for data management. Its customer data platform, Marketing Cloud CDP , is a super attractive alternative. Also based on a data-driven and customer-centric approach, it is a powerful tool for all areas involved in the sales cycle of a product: marketing, sales, support. It can even be useful for executives themselves.