Most Consumer Data Lives in Silos at various touchpoints like Social, Search, Mobile, CRM, POS, and Online.
The problem is that most organizations have not connected these touchpoints in an actionable way.
So the what DMP does is
- It collects and store data like online behaviour, offline purchases etc
- Unify Data to a Single User and make rich customer profile.
- And finally, Segment into Audiences like All the men lives in New York and loves online games.
Salesforce DMP captures signals from all sources and devices, and translate them into a unified view of the individual. But it only ingests non-Personally Identifiable Information (non-PII). Well… that’s a good thing. Isn’t it?
So the question is
If a DMP doesn’t use personally identifiable information, then how can it help me communicate with my consumers?
The answer to that it is an excellent and awesome tool for Marketers because it can use non-logged in data for insights and activation.
To belittle technical, It uses a Cookie ID (called a Krux Universal ID ‘KUID’) to track user behaviour across known sites across the internet.
The DMP system keeps processing data and updating algorithms to map the same users’ behaviour against a single KUID continuously. For example, If I have been onto a website on my laptop using Safari, and also been onto the same webpage using Chrome. The DMP will start to update the algorithm and look at data points such as screen brightness and IP etc. to try and figure out how likely it is that I am the same person.
In DMP terms, We call this: Cross-Device Identity Management or CDIM for short.
So in a nutshell, A DMP can capture valuable behavioural, interest and intent-based insights which are useful for advanced segmentation & targeting… Even though a user hasn’t logged in!
Click to Know more about Audience Studio, formerly Salesforce DMP.