Capturing and processing data with Audience Studio
We choose to introduce Audience Studio first as it’s a hub of marketing data that will be further leveraged by
other marketing tools. It captures and stores data from all customer touchpoints (e.g., emails, live chat,
phone calls, social media) giving your marketing team insights into the audience. From there, they can segment
customers based on a variety of attributes and personalize communication by customizing marketing activities to interests and needs of particular segments. This data-driven approach is likely to pay off with more engaged customers and, therefore, higher revenue.
Gathering insights about customer communication with Interaction Studio
Interaction Studio serves to capture every customer interaction with your brand across all touchpoints in real time. Its power is in delivering the data right when it can be used to the best advantage. With the Studio, marketers get suggested the best action or journey adapted to how a customer’s interaction with a company is unfolding at a given moment. For example, they will be able to personalize product recommendations during an online shopping journey of a customer based on the products the latter has browsed.
Salesforce offers Data Studio – a data-sharing solution that creates a safe environment for data owners and purchasers to connect directly and exchange the information. Basically, Data Studio is a marketplace of second-party data. This means that marketers have a unique opportunity to discover new audiences and include them in marketing activities. Let’s say, a sports retailer could purchase a database of subscribers to an online workout resource and launch a campaign offering them sportswear.
The Datorama marketing intelligence platform allows you to centralize all the marketing data, apply AI to draw valuable insights across it and continually polish a marketing strategy based on the results from previous campaigns. Your team engages in strategic planning and creative thinking rather than gets bogged down in routine data collection.
By integrating Google Analytics 360 and Salesforce Marketing Cloud, you start using web analytics data for your marketing goals and gain full visibility into how your marketing moves impact customer engagement. Now, you can not only rely on sales preferences to re-engage with customers but generate marketing ideas and create targeted audiences based on their behavior on the website.