Morning, everyone. Welcome in. We'll give everyone a few minutes to join us, and then we'll kick off in a minute or so. Morning, everyone. Welcome in. We're just waiting for a few more people to trickle in. I see the number kind of creeping up slowly, so I want to give everyone a chance to get settled in, join the audio, and we'll kick off probably around three minutes past the top of the hour. I think we'll give everyone just one more minute, Dawn, and then I'll hand it over to you. All right, so I can at least kick us off briefly. So first and foremost, thank you everyone for joining us today. I know a few people are still trickling in, but want to say first and foremost, a major thank you for all of your interest in this topic. We know that this is definitely top of mind for quite a few of you right now, and we're hoping that today kind of sparks some inspiration, brings you a lot of really insightful information, and then that you walk away from here really feeling inspired to move forward on your journey through CDPs and Genie and personalization. So we're really excited to deliver some content to you this morning. A few kind of call-outs. We do have a Q&A section at the end, but you are welcome at any time to drop a question into the chat. We have some of our team members who are going to be answering those questions in real time, as well as flagging some of those questions for the end of the session. If you do need anything during the session, feel free to message myself or my colleague, Tricia. We can help with anything in the back end that you may need support with, and then we will jump into Q&A at the end with Dawn and Amy obviously answering those questions for you. So I think now is probably a great time to hand it over to Dawn to kick us off. Dawn?
All right, thanks, Danica. We are going to dive into a really exciting topic today. There's a whole bunch of content and want to leave some time for questions. So first of all, thank you very much for joining. My name is Dawn Du. I lead the solutions team here at Publicis Sapient for our Salesforce practice, and with me is Amy Kitcher, who leads our MarTech competency, and we'll be going back and forth today on the content. What we've prepared is it's titled What You Need to Know About CDPs, Genie, and Customer 360. And so this is fusing some concepts that have been generic around CDP and some concepts that Salesforce has used for a long time around Customer 360 with what's being enabled by the new offering called Genie. And there's a lot of nuance to it, but the history here is quite meaningful, and we're going to get into a bit of that, and we're going to build up into some of the rationale behind it, how you think about platform design in this context, the actual mechanisms that make all this go, and then we'll move into things that you can do to get started. One of the things that our customers tell us is that it can be an overwhelming topic at times, and distilling it into things like figuring out what do we do first and what's the most valuable thing to go do can be a challenge. So we'll get into some of that. So to start with, real quick, who is Publicis Sapient? So Publicis Sapient is a basically we're a system integrator. We're a digital transformation company that resides within the Publicis Group. So the Publicis Group is a large media conglomerate. We are somewhere in the range of 23,000 people globally that deal with digital business transformation, and Salesforce is one of our strategic platforms. So we've been a Salesforce partner for years. We're a top 10 Salesforce partner. We've been in the CDP space in the trenches since Salesforce CDP was released. We do a lot of Congress Cloud work, and we sit on the advisory boards for a number of these products that string together to drive customer experience. Getting into this now, let's start with what's happening in the market, because there's three major things that are coming together, and it's a collision. It's a collision of these different factors, and it's changing what used to be a minor organizational gap. It could be data in silos, right? And it's exposing those gaps as a huge fracture and gulf, and that's separating brands from their customers, because it's becoming more and more obvious as a customer when you're experiencing or connecting with a brand that perhaps the digital channel doesn't have the same information about me as a customer as, let's say, the sales channel or an in-store channel. So these gaps are symptomatic of a larger issue, but they're being taxed by what's happening in the market space right now. And so the first of these three external factors that's taxing this is customer expectations. And we've seen, if you've been following this ecosystem for a while, we've seen that expectations have simply changed. A lot of that is being shaped about how we engage with some very sophisticated technology interactions from companies like Google or Facebook or Amazon, Netflix, all those. And so the expectation on offers being personalized has gone up. The expectations on interaction across the business has gone up, and so has the expectation on an organization to behave in a responsible fashion, to tell the truth and to market that and to market truthfully. The second external factor that's coming in here is privacy and data handling regulations. And so if you've been watching GDPR for many years now in the EU, now we have CCPA in California. We have things that are happening that Apple's taking on on their own. So there's now sets of new requirements that are coming in externally on data handling and data privacy and then data security that are causing more challenges in how we manage our own data. And again, it's just another fracture inside the organization, especially when data is distributed amongst many different parts of the business. And then the third part is the deprecation of the third-party cookie. Now, some of this is privacy-based, and some of this is the tech companies that we use as channels to drive advertising have established such huge walled gardens of data that they are starting to close it down a bit, and it's going to require us as advertisers to go to them to get more direct access to that channel. And to go to them, as opposed to using a third-party cookie, which would have enabled cross-site tracking in the past, we can't do that. So now we have to go to that walled garden, and in order to get the most out of that walled garden, we need to know the most we can about our customer. And so that means the first-party data that we're collecting in order to take to those environments, in order to create a segment, in order to advertise, needs to be a richer set of data. So those are the three things that we see coming together and causing a convergence that's just taking little fractures and fissures in our organizations, and it's exposing them big. Now, if we can bring that together and we use these three opportunities to address those issues, all three of these problems start to get managed, and not only do they get managed and you're dealing with external factors that have to be dealt with, but as we do this, we're going to get better with first-party data, and better first-party data, and better leverage of that data means better outcomes for our business. And it's substantial, because this is how we drive experience. And we know, and I'll show you in a moment, the brands that treat their own data as an asset are going to enable experiences. Those brands are going to benefit disproportionately in the market. And the data that we're seeing right now, the first on the left, is a study that has been done by McKinsey, and what they found is that companies are going to generate 40% more revenue if they're excellent at creating personalized experiences, as opposed to, let's say, the average company in their cohort. That is a huge land grab of money. And then there's this data that's on the right. This is data that we did in a study with some of our clients around like, hey, what happens if we just do nothing about this cookie deprecation? We continue to advertise as normal. The expectation here is that in some of these cases, we would be losing 23% of marketing-attributed revenue to the business. And 80% of that can be recovered through better leverage of data. And then not only are you getting better leverage of data on that 80% of that recovery, you can add the 40% of the personalization on top of it. And so what you get is a media program that is not only more personalized, but it's also far more effective. And it cuts down noise that we might be creating for people who are not necessarily attributed to your brand today. And that is also good because that can leave a negative brand impression. So how this is accomplished is often done with a customer data platform. And this is, again, about bringing the data together in order to make use of the data to drive experience. And experience can be taken in many different ways, but that's I think the best way to think about what a CDP does or even better, what the CDP enables you to do. Because once you get that data together, then you can drive the experiences forward. At this point, I'm going to pass this to Amy because she's going to walk us further down into how the CDP works as a concept and then connect it back to Salesforce C360 and what's happening with Genie and how that is going to help enable experiences across the Salesforce ecosystem.
Thanks, Don. So yeah, we're going to baseline what is a CDP. We're going to talk about what does it mean when we talk about Genie. And then you're going to hear this over and over again, what are they meant to do, which is the most important part, which is enable these data-driven experiences. So for everyoneAt each layer, what Salesforce tools might you need to bring those pieces to life, and real-time customer data flowing throughout all of it via those capabilities of Genie? There are a lot of different ways based on maturity of your ecosystem, what outcomes or goals you want. There's a variety of different ways to cut and add and subtract these tool sets to deliver our CDP solution. It might all be built on Salesforce CDP and marketing cloud personalization. We might be able to incorporate MuleSoft. If sales and services in the picture, then we can start building out into that. So there's really a lot of different paths to get there, but the Salesforce suite of tools is what enables each of these one through fives. On to the next one. And it's grounded in connected data and a scalable architecture. So a little bit in the weeds here, but you can see how that single source of truth, that customer 360, is getting built in the center and across all of the Salesforce tools. So all of their little icons of marketing service sales, MuleSoft, Tableau, all kind of come together to form this customer 360. And again, like I said, Genie itself is not a single tool. I kind of started highlighting in purple where Genie capabilities would live throughout some technical architecture. And it is now the connective tissue that kind of brings this all together. And we'll show now that we have this ecosystem of tool sets of outcomes of Genie bringing it all together. What now can we do? Experiences are going to be delivered across a range of business use cases. And if you remember the other slide where there's some cool blues, now like nearly the entire slide of use cases is lit up. Specifically like sales enablement, service design, commerce, like clouds that previously were harder to connect to or make sense of or bring real time data into, like those are the places that Genie is solving for us now. Let's go to the next one. And just another cleaner view of what you can start thinking about on each of these clouds. So I focused on marketing cloud in the middle because as the generally available piece of Genie capability, marketing cloud is where it started, right? Salesforce CDP is where it started. They focused heavily on the marketing use cases with the vision to expand as we are now with Genie. So if we look at like sales cloud, you know, CDP data in sales cloud will now help Einstein next best action get even smarter. Service clouds, your service reps now have access to real time data from my behaviors on the website or, you know, previous behaviors with an email or offline data that's now being piped in that you have access to. Commerce cloud and industry cloud, same thing. That very rich behavioral holistic data that Salesforce CDP has been collecting is now democratized across our Salesforce ecosystem. I want to throw out MuleSoft is going to be like a super critical part of how we're connecting real time data through, you know, even without API integrations. It's going to be probably like the underpinning of how Genie is moving data from place to place. And then Tableau, DataRama, the visualization tools like a critical component of that number five of the CDP layer cake, because ultimately we need to know if we're succeeding. So we need to know what works, what doesn't work. So we can, you know, we can change and test, learn and get even better on the next round. The next one. All right. So what does this look like in real life? We actually have just rolled out a few very large global projects that bring together everything that we were just discussing today. One huge global pharmaceutical, they have 10 brands, they are on two separate systems, there was no source of truth, there was no customer 360. And there was a lot of inefficiency in the way the brands were going to market with all these different tool sets. So this organization went all in on Salesforce, and we were able to bring together multi clouds, MuleSoft, we were able to do like that real time vision of Genie data where it needs to be when you need it, and bring it together into a what has now been launched successful system where all the brands are in line, they're optimized, they're automated, and the organization is starting to build really rich customer 360s with all of their first party data. The next one, I'm going to highlight like the business outcomes. So from this one, the like really want to focus on that real time data access, both through like out of the box functionality within the Salesforce ecosystem, web SDKs, MuleSoft API integrations, we were able to like actually use real time data to inform use cases. And then, and we'll talk about this in the next one too, a harmonized data architecture. So this one's critical to how CDP Genie, Genie's data lake house all comes together is that it's massive amounts of data, it needs to be scale and scalable and extensible. So a lot of thought goes into the data architecture, even before like you decide on a tool or before you start, you know, hands on keyboard, understanding the data, the data architecture, whatever data science you might need is really critical to success. And that's how we started with this one. Next, all right, our second, what does this look like in real life was a large quick service restaurant. And they really bought into the transformational idea of bringing everything into a connected Salesforce system. We did this at the last client I was just talking about. But one of the coolest parts of this one was the use of a new app exchange offering, developed co-developed Epsilon, Sapient Salesforce. It is the Epsilon Identity Essentials app exchange package. So what this does is it brings enriched, optimized, and in some cases, cross device unified data into Salesforce CDP. So it kind of makes like your first party data even better, richer, and allowed us to make even more compelling experiences that were then delivered for this client. Go to the next one. And my favorite part of this, like the business outcome I really want to highlight on this one is the real time automations and insights. Because like we've talked about measurement and the importance that has to your customer 360, this actually helped the business anticipate supply demand across regions and launch new products. So there was no like, what should we measure? Let's measure email clicks or something like that. There was real business value that was delivered out of this holistic system and the ability to create these experiences across C360. And I think I'm going to pass it back to Don, who's going to tell us how we start doing all that. It can feel overwhelming. It's actually not. There's some good first steps and with a long-term vision, you're well on your way.
For sure. And that's, I think, what we want to reinforce here is that like there's a lot that has to come together here is the orchestration of your people, the process, the technology, and the data in order to bring all of this together. And like you could say that with about every other technology deployment that there is, but this puts the pressure on that need at a higher level in order to perform and to get into like those higher revenue streams that we're talking about, that the better outcomes for your media, the better outcomes for your marketing and your selling investments. So what we hear a lot comes into these big questions is about, hey, like we've got a lot of technology in play, right? Before we add more technology, are we getting the most out of what we've already got? How do we build the stakeholder alignment? How do we get value? And how do we do it in like under 18 months or 24 months or whatever it is to put all this stuff out there? So I'll actually go for, I'll stretch a little bit and say most organizations we work with today would like to see incremental value somewhere in the three to five month time frame. It's getting tight. And then how do we build campaigns to take advantage of all this tech? So there's a whole bunch of things that have to come together. And the process is fairly similar no matter the approach. And so the first part is you got to know where you're at. And then the second part is going to be about looking for that near term value and building a platform that is using customer led design. We need to think about it iteratively. And the third part is about cross-functional teams and building a speed capability. We'll get into that in just a moment. So something very easy that you can do that helps to frame up the conversation that you have or want to have with colleagues, with vendor partners, with agency partners is like a maturity map. And we can make this a really complicated activity. And behind the scenes and what you're seeing here, we've got grids and the ability to kind of like go deep. But you don't need to even go deep to start. You can answer a handful of really simple questions by clicking that QR code or with your phone. And then we can get you on like a scale of one to five. And at least that gives you a sense of where you're at today. And what's even more important is identifying where you want to go. So I think it's easy to say, hey, we all want to be in the top right. But there's some businesses that don't need to, that the investment would be so high and the return would not be where maybe they would be better off at a three and a half. And that's not the case exclusively. But those are things that we need to think about. The second is that we need to be designing these platforms with a customer and user experience in mind. So it's no good. Like this is to bring all that data together if the experience that we're delivering it on is incomplete or awkward. And so one of the things that we do is we have a customer and employee centered design process. We can build a platform and start delivering value in 90 days, like I mentioned earlier, while maintaining a focus onAnd then people are, you know, identified and segmented, and they can take that segment information in and we can append the records, the unified profiles in CDP, with a much more rich segment. And to the question about collapsing multiple devices, this is where it gets really meaty. Because if you come to the website, and you come in on a browser, and let's say you log in, you identify yourself, we know who you are. But if you then come back to the website later on a mobile device, and you don't log in, we don't necessarily know who you are. This is where CDP Essentials can come in. It's that cross-device identity management that can connect the two, and we can create that experience, and we can enhance that experience right then in real time. So it's a huge value accelerator when you're looking at moving from, you know, more of a third-party or an unleveraged first-party data program into something that becomes highly leveraged and highly impactful. So before we get into questions, Amy, is there something you wanted to add?
I'd love to add one more thing about CDP Identity Essentials, and it's a real-world use case with CDP and with Marketing Cloud Personalization in one of those client stories. And that is, in coordination with Marketing Cloud Personalization, we are able to bring in attributes about a user that's visited the website in real time immediately before that person's even converted, before they've become known. So they're still an anonymous person, but from their device ID, we can bring in attributes that we know about them already that gets added to that customer 360, and then once that person, once I convert, say, it gets unified with all the other first-party data you know about me. So that was a really powerful way to bring both the Salesforce tool and the Epsilon tool together to drive, like, immediate experiences and use cases for someone before you even knew who they were.
That's awesome. So where does all this go? Where do we take this next? If you're in one of these categories on the left, if you're identifying as a customer prospect or someone who thinks it's like, hey, we need CDP, but we're having trouble getting started, or potentially, like, we need to maximize the potential that we have from our current CDP and technology investments, or even, like, big meaty question right now is, uh-oh, like, we still have a DMP and the value of that is about to go off a cliff. Now what do we do? What do we do next? And we'll keep coming back to this idea of the virtual lab, of the workshop, because there are so many moving parts in play that we want to be able to help distill it and make this an actionable and achievable transition for everyone, right? So I left a QR code here on the screen. You can click on that and learn more, and I also put a cross-reference here to the maturity model, the self-assessment. You can reach out to me, and you can reach out to Amy at any time using the addresses that are there below, and that is it. We will move into some questions.
Hey, Don, I had a question out there. Sorry, I've got to get in. It's probably along the lines of what we've been discussing, but how would you suggest an organization go about beginning to look at a CDP and determine if it's a fit, especially if they have separate disparate data sources, legacy systems, looked at CDPs before, but it's always seemed like too heavy of a lift?
So I'm a big believer in starting with outcomes and use cases, and when we understand the outcome that we're trying to drive towards, we can work back and ladder up into that. And in order to do that, understanding the use cases and prioritizing the use cases will then help you take a look at the technology, and where you're starting on the maturity matrix will also tell you what's the first step that I might actually need to take. And so while it might be easy to dive into buying a CDP or buying the database, and that's probably needed for the vast majority of organizations that are out there, this is going to be a requisite at some point, I think what we need to do is look at those use cases and stack order the use cases in terms of how fast can we get to value with them, and then what technology interactions do we need in order to do that? And then what we can do is come back and decide, do we need the technology now? Do we need the technology in six months? What are the other things that need to happen first? And we can stack that into play.
Wonderful. Thank you, Don. So we are seeing quite a few questions coming through, so thank you guys all for engaging. We'll try and address as many as possible. To address a few that we've received specifically on the Epsilon capabilities, if you are interested in exploring more of the Epsilon capabilities specific to the CDP Essentials product, we can absolutely connect you with our colleagues at the Epsilon side so that you can really get the most involved answer and make sure that everything is really tailored to you, and we can make those connections for you if you'd like to reach out to me. I'm happy to introduce you to my counterparts. We work really closely with them, so I'm sure they would love to join you in a conversation. I think another question, though, that might be really interesting since we have quite a diverse audience is, are there certain industries or verticals that are typically more ready for CDP adoption than others?
I'm going to take a firm stance that no. It really depends. Like, there are certain industries that are far more mature within the CDP space, and they have different needs and they have different problems to solve. And then there are some, and we've seen, you know, the entire spectrum of this. We've seen a complete greenfield where the objectives and outcomes are slightly less mature, but it kind of goes back to that maturity model. Like, where does your organization sit on it? Because wherever you are, there's a step to get to the next place. You know, I think it's probably pretty obvious that, like, you know, retail is an enormous consumer of experiences, customer experiences, and so, of course, they're a sweet spot for CDP and for Genie and for, you know, an organization like this. But we've seen a huge uptick in health and life sciences where there are very different ways they go to market for their different audiences, and so being able to segment those is critical, but also being able to understand that I might be a patient, but I'm also a doctor, and you still need to treat me as a whole human being instead of, like, two different identities. And that's where, like, that is the customer 360 where CDP plays. Dawn, did you have any other thoughts on industries?
We see retail, I think, invested in some of this technology earlier, but the investments, you know, five years ago, let's say, may be sort of incomplete by today's standard, or perhaps, you know, we're seeing that things are more efficient to do differently. We're also seeing places where, like, data lakes have been brought together, kind of like, Amy, you said, enterprise data lake versus a marketing CDP, where the data lakes are put together, and we'll see tech saying, well, we've got all that, we can do all that, and the answer is, yeah, but it's not necessarily easy, and in many environments, I think you're going to find that you'll have two CDPs, and there's plenty of room in the enterprise for that.
Great. I think this question kind of actually tails pretty seamlessly into this, but what are some of the challenges organizations are facing when trying to solve for the personalization using CDP that you guys have seen firsthand with some of our clients?
I'm going to say that one again, Danica, I'm looking for it.
Yeah, you asked that question, we're getting a pile of questions, and they're great. And just for everyone to know, like, we are kind of getting inundated with questions, which we really appreciate. It means that there's a lot going on around this topic, and so we're trying to juggle all of them, so maybe, Don, Amy, are there any that are popping out to you that we have about 10 minutes left here that we can address in real time that might resonate the most with the audience?
I've got one. How do you think customers are going to buy Salesforce Genie? Is it a single product that they can buy, a layer that sits on top, or it will become more modular integrations with the different experience clouds?
I'm going to say it's a combination of that. It is not a single product that you can buy unless you consider it Salesforce CDP. So that is the database of what Genie is going to enable. So it does start with the Salesforce CDP tool, and like we discussed earlier, and extending that data across your other tool sets within the Salesforce ecosystem, and in some cases without, outside of that. So I think when you're thinking about a purchase, is it a single SKU? No, and this is part of when we talk about our virtual lab, it really helps all of us, us at Sapient, our clients, Salesforce, understand that when we're talking about outcomes, we're putting together a vision of this outcome with the technology to enable it, right? We're not just buying a database to stick data in, because that does nobody any good. What we want are those goals, that kind of North Star vision, and so what we can help do is understand, okay, here's what you want to do long term, here are the tools that we would suggest you need to enable that, and maybe a combination of things you already have, we might make recommendations on new pieces of technology that you can kind of mature into, and then roadmap the technical sequencing of