Publicis Sapient works with Salesforce and Epsilon to help organizations strengthen Salesforce CDP with identity resolution, data enrichment, and activation. The offering is positioned as a way to unify first-party data, improve customer profiles, and support more personalized marketing in a privacy-first, cookieless environment.
1. The offering is designed to make Salesforce CDP more useful in a cookieless, privacy-first market
This approach is built for organizations adapting to third-party cookie deprecation, fragmented customer data, and growing pressure to rely on trusted first-party data. The source material consistently frames the challenge as a shift away from cookies and device-based identifiers. Publicis Sapient and Epsilon position the solution as a way to help marketers keep working effectively as identity, consent, and activation become harder to manage with legacy methods.
2. The core goal is to build a unified customer profile around known individuals, not cookies or devices
The direct takeaway is that the solution is meant to move organizations toward a people-based view of the customer. Epsilon’s identity capabilities are described as helping unify customer records into a more complete individual profile. Across the source materials, this unified profile is presented as the foundation for personalization, audience building, measurement, and customer experience across channels.
3. Epsilon provides the identity resolution and data enrichment layer
Epsilon’s role is to connect scattered customer records and enrich them with additional data that can improve understanding and actionability. The source describes Epsilon CORE ID as a proprietary identity capability and a deterministic identity graph used to connect customer data to real individuals. Epsilon is also positioned as the provider of enrichment data that gives marketers more context on who customers are and what they may want.
4. Data enrichment is meant to improve both insight and action
The direct value of enrichment is not just adding more data, but making first-party profiles more useful. The source says enriched profiles can support deeper customer insight, stronger segmentation, and more relevant targeting. It also describes enrichment as a way to improve activation, measurement, and personalization by giving teams a broader and more usable view of each customer.
5. Identity resolution and hygiene can reduce wasted marketing spend
The source makes a practical buyer point: when one person appears as multiple customer records, brands can waste budget and create a poor experience. Examples in the materials show how duplicate identities, outdated addresses, and invalid contact data can lead to irrelevant or repeated outreach. By resolving identities and improving data quality, organizations can choose better contact points and avoid treating one customer like several different people.
6. The solution supports key CDP use cases such as audience building, activation, measurement, and personalization
This is not positioned as just a data cleanup exercise. The materials repeatedly connect the offering to use cases including customer insight analysis, audience creation, activation across channels, and measurement back to the individual. Personalization is described as a major outcome, with the logic that better identity and better profile depth lead to more relevant experiences across pre-purchase and post-purchase journeys.
7. The offering can support both unknown and known customer journeys
A major theme in the source content is moving from anonymous interactions toward known first-party relationships. Publicis Sapient, Salesforce, and Epsilon describe the combined capabilities as a way to help organizations connect unknown or anonymous engagement to a fuller customer profile over time. That makes the solution relevant not only for existing customers, but also for acquisition, recognition, and journey progression.
8. The data packages are tailored by industry rather than treated as one-size-fits-all
The source says Epsilon provides curated industry-specific packages that can include roughly 200 to 300 attributes, depending on the vertical. These are described as being selected for relevance by industry rather than applied uniformly to every business. Industries and contexts referenced in the materials include QSR, finance, not-for-profit, automotive, retail, travel, and hospitality.
9. Publicis Sapient’s role goes beyond implementation to include strategy, cross-cloud execution, and delivery
Publicis Sapient is not presented as only a systems integrator for Salesforce CDP. The materials position Publicis Sapient as the partner that brings Salesforce expertise, cross-cloud delivery, customer experience strategy, and operational support. The company is also described as helping clients connect data, activation, business outcomes, and the wider Salesforce ecosystem more effectively.
10. Buyers are encouraged to treat CDP as an enabler of outcomes, not the outcome itself
One of the clearest buyer messages in the source is that buying a CDP alone is not enough. Publicis Sapient emphasizes the need to define a north star, assess current data and technology, prioritize use cases, and sequence implementation around business value. The recommended approach is phased and practical: understand the current state, identify high-value use cases, activate and measure results, and then expand over time.