As we have said above, the main feature of Salesforce DMP is that it processes anonymous data from other sources (in addition to its own) and unifies it to complete the information we have. But... where does this data come from?
Salesforce has its own second-party data marketplace . This is called Data Studio and operates in the USA, Canada and EMEA. With this tool we can access a data market shared by companies that use Salesforce. These are segmented by topics and, with a simple search by interests, we can acquire data from others.
That is, Salesforce customers who wish to do so can sell data obtained through their own channels in this marketplace for others to use. Thus, first-hand data from some ( first party data ) becomes second-party data from others ( second party data) . Then, you just have to take it to Salesforce DMP and let it combine it with its own information to draw conclusions.
It is important to note that the data is anonymous and is only shared with trusted partners . As the owner of the data, you can decide who can access it and who cannot.
Using Data Studio therefore allows you to:
Create rich, optimized audiences with other people's data.
Monetize your own audiences.
Protect your information by deciding who you want to share it with.
One step further: Einstein for Salesforce DMP
Salesforce DMP Einstein Segmentation is another added kenya phone number data functionality to Salesforce DMP that applies machine learning to discover the different buyer personas that exist within an audience.
Einstein AI makes it possible to determine which personas best define a brand's audience. This way, companies can personalize their marketing campaigns and reach the key person with the exact message for them.
This technology uses Artificial Intelligence and machine learning to process data by applying automatic learning that eliminates biases that, for example, algorithms have.
As you can see, there are tools such as Salesforce DMP that allow you to expand the information about your audience to get to know them better and optimize your campaigns. Thanks to technology, you can personalize the messages with which you impact your users and multiply your conversion probabilities. Interesting, right?