#075. All you need to know about Data Activation Apps for Salesforce Data Cloud

Hey Smart Marketers!

When we talk about Salesforce Data Cloud, we hear a lot about new Data Sources, Zero-Copy Partner Network, Data Enrichment… But there’s more than just pouring data IN Data Cloud…

What exactly do you know about getting this unified data OUT?

When you activate your customer data…

I believe that Activation is where the ROI for Customer Data Platforms lies.

There are multiple ways to activate data with Salesforce Data Cloud:

  • activate data to other Salesforce clouds (SFMC Engagement or Personalization, SFCC, or “core” clouds.)
  • activate to partner Ad networks through Ad Audiences (Meta, Google 360, Amazon Ads)
  • activate to appexchange partners.

This last point is our topic today. So let’s jump in!

There are different categories of Data Activation apps, we’ll explain each category and give one or 2 examples of use-cases.

1.   Demand Side Platforms (DSPs)

What is a DSP? A Demand Side Platform (DSP) is a software used by advertisers to purchase digital advertising inventory automatically across multiple sources.

Value Proposition: Enables automated, data-driven ad buying across various channels.

Economic Model: Typically operates on a pay-per-click (PPC) or cost-per-thousand impressions (CPM) basis.

Example Apps: StackAdapt, The Trade Desk

Integration with Data Cloud: DSPs like StackAdapt and The Trade Desk can match audiences from Data Cloud and enrich customer profiles for precise targeting and personalized advertising campaigns.

Ideal Customer Profile: Marketers aiming to reach a wide audience across various channels efficiently.

Use Case: Matching Customers with StackAdapt to create look-alike targets on the open internet.

Personal Point-Of-View: When you match your first-party data with these solutions you should keep in mind that you need consent first. Also, a company like TheTradeDesk will use your data to enrich their UID2.0 profiles which personally I consider as non-GDPR compliant as you get enriched data coming from other publishers and the customer has never explicitly given consent for this.

2.   CRM On-Boarding

What is a CRM On-Boarding? CRM Onboarding is the process of bringing offline customer relationship management (CRM) data into online advertising platforms to create unified customer profiles.

Value Proposition: Integrates offline CRM data with online marketing platforms for a unified customer view.

Economic Model: Often based on the volume of data onboarded or a subscription fee.

Example Apps: Liveramp

Integration with Data Cloud: CRM onboarding apps can use Data Cloud as the source to onboard CRM data to online platforms, ensuring consistent customer profiles.

Ideal Customer Profile: Businesses looking to integrate offline CRM data with online marketing platforms.

Use Case: Using last purchase in store to target customers online.

Personal Point-Of-View: This concept is sunsetting and vendors are moving to Data Collaboration.

3.   Data Collaboration Platforms (former DMPs)

What is a Data Collaboration Platform? A Data Collaboration Platform facilitates the sharing and collaboration of data among various parties while “ensuring privacy and compliance”, particularly important with the deprecation of third-party cookies.

Value Proposition: Facilitates data collaboration and sharing while respecting privacy and identity management, crucial as DMPs fade and third-party cookies disappear.

Economic Model: Subscription-based, often with added costs for data usage.

Example Apps: Lotame

Integration with Data Cloud: Lotame integrates with Salesforce Data Cloud to enhance data collaboration, segmentation, and data marketplace transactions.

Ideal Customer Profile: Companies needing detailed audience segmentation and data-driven decision-making.

Use Case: 2 non competing retailers sharing data to refine their segments for digital advertising.

Personal Point-Of-View: As for DSPs, I don’t consider Data Collaboration as ensuring Privacy… in some way, they managed Compliance (for now) but Customers never gave consent for this. (and please don’t tell me that a hidden list of 2.654 partners is enough to consider you gathered proper consent.)

4.   Retargeting

What is Retargeting? Retargeting is a form of online advertising that targets users who have previously visited a website but did not complete a desired action, such as making a purchase.

Value Proposition: Re-engages visitors who did not convert, increasing conversion rates.

Economic Model: Often operates on a cost-per-click (CPC) or CPM basis.

Example Apps: Criteo

Integration with Data Cloud: Retargeting apps can pull audience data from Salesforce Data Cloud to create highly personalized retargeting campaigns.

Ideal Customer Profile: E-commerce businesses wanting to re-engage visitors who didn’t convert.

Use Case: An online fashion retailer leverages Criteo to show personalized ads to customers who abandoned their shopping carts, encouraging them to complete their purchase.

Personal Point-Of-View: These apps are great for high intent signals. You must complete with apps to target seasonal or occasional customers though.

A word about Data Marketplaces

A Data Marketplace is a platform where buyers and sellers can exchange data. Companies can purchase high-quality data to enhance their own datasets or sell their data to others.

A company like Lotame offers a Data Marketplace. Again, no matter what you say, you’re not selling (or buying) aggregated data. It’s personal data. Anonymized, yet: you can use it to target the person. For now, you can do this and remain compliant with several laws (local or international) … but I’d recommend you keep track of these “open doors” in case regulations evolve.

See you next month!

Other ways I can help you:

Stand out in SFMC's jungle

Every week, get tips about Salesforce Marketing Cloud.


Smarter, together