Salesforce DMP Arrives to Transform the Flywheel of Marketing Technologies
Krux is rebranded as Salesforce DMP. New DMP aims to offer a data management layer that feeds on AI and brings tangible value to marketing efforts
Salesforce announced the acquisition of Krux in November 2016. Krux joined Salesforce Ohana six months ago, and now it has been officially rebranded as Salesforce DMP. The announcement was made at the recently concluded Data Matters event at The Venetian, Las Vegas. Salesforce DMP made its presence felt at one of the most sought-after Martech events for the community of brand marketers, publishers, agencies, partners, and employees.
— Marc Benioff (@Benioff) May 17, 2017
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Idea behind Salesforce DMP
The Primordial Soup of Customer Experience within Marketing Clouds
As per the blog by Krux Co-founder and CEO Tom Chavez that appeared on Salesforce, Salesforce DMP is built for the community of Data Trailblazers. It will enable participants to conceive new thoughts and ideas around technology and its applications.
“Krux always included the concept of ‘people data’. We understood that browsers and mobile devices don’t buy things, people do.” Tom Chavez, Co-Founder and CEO at Krux
According to a 2016 Forrester prediction, DMPs would have touched a revenue of $896 million, growing at 38% CAR. By announcing Salesforce DMP, the world’s leading marketing cloud aims at extending audience segmentation and targeting abilities across all existing digital marketing channels. Add to it the power of Salesforce Einstein, and voila! Salesforce Marketing Cloud will process trillions of consumer data to reveal never-seen marketing insights with highest ROI opportunities for CMOs.
The Journey from Krux to Salesforce DMP
Krux was founded in 2010 as a DMP and delivery platform for personalized marketing experiences. Headquartered in San Francisco, the cloud-based DMP served as a platform for brands to collect omnichannel data from digital interactions across devices. The data is used to understand their customers, allowing marketers to create personalized experiences.
Tom Chavez elaborates on how Krux made rapid progress as a DMP for personalized experiences. Tom says, “We initially focused our product on publishers because they needed to own the data that drove their business. Back then, third-party data (typically collected from web cookies) was state of the art. However, we knew that first-party data (customers’ email addresses and purchase histories) was where the puck was headed, so we doubled down on it.”
Salesforce DMP Unifies Disparate Customer Data with Marketing Automation and Clouds
In December 2016, Salesforce announced the projected blueprint for the future of Krux. The company announced new innovations to Salesforce Marketing Cloud following the acquisition of the DMP. New innovations included a fresh dashboard powered by then Artificial Intelligence newbie- Salesforce Einstein. Based on the concept of The Connected Customer, a DMP that integrates with existing legacy CRMs and email marketing platforms is a marketer’s perfect ally.
Salesforce DMP has been designed to ingest and analyze diverse customer data mined from multiple devices, CRMs, email marketing campaigns, social media networks, B2B commerce and POS touch points. Krux’s legacy will continue with Salesforce DMP even as it brings data ownership to both B2C and B2B customers.
The Marriage of Salesforce DMP with Marketing Cloud and Einstein
By adding Salesforce DMP within Salesforce community, the marketers would able to mine through unique opportunities offered by CRM and DMP capabilities. As marketers learn more about customer journey and making experiences better, Salesforce DMP will empower marketers to use data like never before—not just for making marketing better, but also more informative, using the power of Artificial Intelligence (AI).
The unique feature of Salesforce DMP is the Einstein Segmentation. This allows marketers to use machine learning capabilities to discover the multiple distinct personas that exist within their audience.
Salesforce DMP with Einstein AI unifies consumer data from both first and third-party sources, enabling marketers to algorithmically determine the “personas” that best define a brand’s audience.
Customer Experience Initiative that Fits Every Business, Every Marketing Model
Using Salesforce DMP, companies can personalize marketing and reach each key persona with a message that is going to resonate, rather than blasting a one-size-fits-all retargeting message to everyone that happened to land on a particular web page. Overall, DMP from Salesforce aims to offer a data management layer that feeds on AI and brings tangible value to marketing efforts.
As Chavez puts it —
“When I am asked, what is the future of DMPs, I say that DMPs will become completely integrated into larger technology stacks offering a layer of data management (for both known and unknown data) for the “right person.” This orchestration layer consists of connected execution systems that seek to answer the “right message, right time” quandary. It also includes an artificial intelligence (AI) layer, which is the “brains” of the operation trying to determine how to stitch billions of individual data points together in real time.”
Future Road Map for Salesforce DMP
Salesforce DMP interacts with more than 3 billion browsers and devices, supports more than 200 billion data collection events, processes more than 5 billion CRM records, and orchestrates more than 200 billion personalized consumer experiences.
Chavez adds, “We’ve made tremendous progress in the last six months, continuing to innovate around empowering marketers to connect with customers in entirely new ways.”
I see the future of DMP lies in moving beyond just being a marketing enabler. They should fit in seamlessly within Content Management Systems, CRMs, email marketing and social media. Overall, DMPs should provide an intelligence layer that drove richer and more personalized brand experiences across all channels.