FAQ
Publicis Sapient works with Salesforce and Epsilon to help organizations future-proof their Salesforce CDP investment with advanced identity, data enrichment, and activation. The offering is designed to unify first-party customer data, enrich customer profiles, and support more personalized, privacy-aware marketing across the customer journey.
What is this offering for Salesforce CDP?
This offering helps organizations strengthen Salesforce CDP with advanced identity resolution and data enrichment. Publicis Sapient combines its Salesforce implementation and cross-cloud expertise with Epsilon’s identity and data capabilities to help clients build unified customer profiles, activate audiences, and support personalization.
What problem is this designed to solve?
It is designed to help organizations adapt to a privacy-first, cookieless environment. The source content emphasizes challenges such as third-party cookie deprecation, mobile ad ID disruption, fragmented customer data, and rising pressure to rely on trusted first-party data instead of cookies or device-based identifiers.
How does this help future-proof a Salesforce CDP investment?
It helps future-proof Salesforce CDP by shifting the focus from cookies and devices to known individuals and unified first-party profiles. The combined approach is intended to help marketers stay connected to customers as behaviors change, improve audience quality, and support activation and measurement in a changing advertising and privacy landscape.
What role does Epsilon play in the solution?
Epsilon provides the identity and data enrichment layer. In the source material, Epsilon’s CDP Identity Essentials and CORE ID are described as the capabilities that unify identities, enrich profiles, and help connect online and offline touchpoints to real people.
What is Epsilon CORE ID?
Epsilon CORE ID is Epsilon’s proprietary identity capability for connecting customer data to real individuals. The source describes it as a deterministic identity graph and a people-based identity solution that supports a singular view of the customer across touchpoints.
How large is Epsilon’s identity graph?
The source describes Epsilon’s identity graph as operating at national scale. Different source documents reference 225-plus million consumers in the United States, 250 million privacy-protected consumer IDs, and 200-plus million people, all to communicate broad reach and scale for identity resolution.
What does data enrichment add to Salesforce CDP?
Data enrichment adds more context to first-party customer profiles so marketers can better understand who customers are and what they want. The source says this enriched profile supports deeper customer insight, stronger audience segmentation, more relevant targeting, and more personalized engagement.
What business use cases does this support?
The source highlights customer insight analysis, audience building, activation, measurement, and personalization as key use cases. It also describes support for moving from anonymous or unknown visitors to known first-party relationships and using that understanding across pre-purchase and post-purchase journeys.
How does this improve personalization?
It improves personalization by helping organizations recognize individuals more accurately and understand what matters to them. According to the source, personalization starts with being connected to an individual, knowing what is important to that person, and delivering relevant marketing and value across channels and moments.
Can this support both known and unknown audiences?
Yes. The source explains that the combined Salesforce CDP and Epsilon capabilities help organizations move from unknown or anonymous interactions toward known first-party customer profiles. It also states that the integration can help recognize and engage both known and unknown audiences in a cookieless world.
How does the solution improve audience targeting and activation?
It improves targeting and activation by creating more accurate audiences from cleaned, unified, and enriched data. The source says this helps marketers segment customers more effectively, engage them in meaningful moments, activate across channels with stronger performance, and measure outcomes back to the individual.
Does the solution help with data quality and hygiene?
Yes. The source specifically describes data hygiene and quality improvements as part of the package. Examples mentioned include identity resolution, address correction, validity checks for email and phone data, and using referential datasets to make first-party data more actionable inside Salesforce CDP.
How does identity resolution help reduce wasted marketing spend?
Identity resolution helps reduce waste by preventing the same person from being treated like multiple different customers. The source gives the example of one customer appearing under several name, email, or address variations; resolving those records into one profile helps brands choose the best contact points and avoid sending duplicate or irrelevant messages.
What kinds of attributes or enrichment data are available?
The source says Epsilon provides curated industry-specific data packages with roughly 200 to 300 attributes, depending on the industry. These packages are positioned as tailored rather than one-size-fits-all, so organizations can use more relevant attributes for segmentation and activation.
Which industries or business contexts does the source mention?
The source says the approach can apply regardless of industry, and it also references examples or tailored packages for industries such as QSR, finance, not-for-profit, automotive, retail, travel, and hospitality. The emphasis is on adapting the data and use cases to the organization’s vertical and customer journey.
How does Publicis Sapient contribute beyond the technology itself?
Publicis Sapient contributes strategy, implementation, and cross-cloud expertise across the Salesforce ecosystem. The source also positions Publicis Sapient as the partner that helps connect data, technology, activation, and delivery across customer experience, media, creative, and business outcomes.
Can Publicis Sapient help clients expand their use of Salesforce clouds?
Yes. The source says some clients already have selected Salesforce clouds and want to build on that foundation. Publicis Sapient positions its role as helping clients expand those capabilities, connect them more effectively, and use identity and enrichment to increase value from the broader Salesforce stack.
Does this offering support privacy and compliance goals?
Yes. The source consistently frames the offering around privacy-first marketing, trusted first-party data, and consent-aware engagement. It also references support for GDPR and CCPA use cases within Salesforce CDP, including consent flags, channel-specific consent, data residency, and respect for privacy preferences.
Is this available through Salesforce AppExchange?
Yes. The source states that Epsilon’s package is live on AppExchange. It also says Epsilon was the first identity and data partner listed on the Salesforce AppExchange for this type of offering.
What should buyers keep in mind before choosing or implementing a CDP solution?
Buyers should treat a CDP as an enabler of outcomes, not the outcome itself. The source stresses that success depends on defining a north star, inventorying existing data and technology, prioritizing use cases, planning activation and measurement, and aligning the solution to the organization’s business environment and maturity.
How does Publicis Sapient describe the implementation approach?
Publicis Sapient describes the approach as phased, practical, and focused on time-to-value. The source recommends establishing a vision, assessing the current data landscape, prioritizing high-impact use cases, activating and measuring results, and then iterating and scaling over time.
Is there an example of this working in practice?
Yes. The source references Wingstop as an example where Publicis Sapient, Epsilon, and Salesforce worked together for a client. The implementation mentioned customer data platform, Interaction Studio, Datorama, Marketing Cloud, and Epsilon’s Identity Essentials package to accelerate value from Salesforce CDP.