All right, good day everybody. Thanks so much for joining today. My name is Don Dew. I'm the head of our Salesforce Solutions Team at Publisys Sapient. I'll be your MC today. And joining me on today's call are Chris O'Hara, Vice President of Product Marketing at Salesforce and co-author of the book, Customer Data Platforms. Dana Moroz, who is the Senior Vice President of Product Management at Epsilon. And she is the owner of the CDP Essentials Package that we'll talk about later today. And then Matt Ryan, the Director of Product Delivery, who's gonna give us a demo of a platform that will help us see how we can bring our first party data to life in a new cookie-less world.
And so throughout the conversation today, please feel free to add any questions through the Q&A pane. The content portion is expected to last about 45 minutes, but we're gonna stay around afterwards to the top of the hour to go through any additional Q&A. So feel free to put those questions in there and then hang out afterwards if we don't get to them all within the first 45 minutes.
So to set the context here, if you're not familiar with Publisys and our Salesforce relationship, we have a $2 billion CRM business in North America. So it's very substantial. It's the largest of the various agency groups. We're ranked by many of the analyst groups that are out there for our deep capabilities in digital transformation, customer experience, CRM, and data-related services. And so we look to bring all these together. We've been delivering on customer data platforms for 10 years, but now we have an opportunity to work with Salesforce as they bring the user-friendly, low-code, extensible value proposition that they have to the market, which is super exciting. And so using that as an enabling tool, it's gonna allow us to augment those CRM offerings and to deliver our core services to our clients faster and more efficiently. And so the takeaway from all that is that when it really comes to finding and growing your customers, we can work with you and with Salesforce to create the strategies and the technologies and to operate the tools and optimize the processes that you need to be successful in this environment.
So let's set up where we are today. Thanks. So right now, in order to acquire new customers, we rely on data management platforms. Many of you out there may have a DMP in play. We feed those DMPs with our first-party data, those data that we've gathered from customers that we've received consent for, that we know about these customers. And the DMP helps us use or go out and find and identify those people that we know about and others that are like them online. And then what we do is we advertise, we drive responses to own channels, and we use some of the information that we learn from this process and we learn from the feedback to drive some level of personalization. But all this is fed and all this is enabled by that ever elusive and ever more talked about third-party cookie. And so as the third-party cookies is on the way of being no longer honored by our browsers, and some of you are probably seeing this today, that many of the key functions that make DMPs work are going to become irrelevant. And so that's going to drive a shift in this ecosystem. Marketers and advertisers are going to need to cultivate different ways to get to identifying their customers and to personalizing their content. So Chris now is going to take over, and he's going to walk us through sort of what this change is starting to look like and how customers are starting to adapt in some of those key considerations.
Cool. Thanks, Don. I appreciate it. Hey, everyone. Chris O'Hara. So I lead global product marketing for Salesforce and came up through the world of DMP with Crux, which Salesforce acquired and obviously been thinking a lot about the rise of CDP and how we sort of replace a lot of the capabilities Don was alluding to. So I want to talk first, you could advance the slide, about kind of what the opportunity is and what's going on. Now, it probably won't shock or come as a surprise to anyone on this call that cookies are going away, at least third-party cookies. Still okay with consent, drop a first-party cookie on a user. But as we know, in 2023, Google and other browsers will really start restricting our ability to leverage third-party cookies, which were generally the way most of us were doing things like lookalike modeling and data enrichment. So we're kind of in this new first-party world. We have to get a lot better at managing our first-party data at scale. And you could advance to the next one. And then this is obviously it's coming very, very, very quickly. So when you think about the data we all have under management, you know, third-party data is still going to be available at scale, but not necessarily in broad marketplaces attached to cookies. First-party data becomes more important than ever. That's why we see a lot of companies moving to create more first-party data relationships with their customers. Companies, especially in the CPG space, who are usually at arm's length from their customers, with a retailer in the middle, are starting to, you know, sell more directly and try to provide more content and value to customers so they can collect and grow their first-party data asset. But I think really in the middle, the big opportunity, and especially why we're so excited at Salesforce for the Epsilon People Cloud relationship, is second-party data is going to be ascendant, right? How do you learn more about your customers? How do you do lookalike modeling? How do you expose your own ID to a broader world through bridge keys? How do you do data quality, right? How do you learn more and basically keep yourself from the observational bias that comes with just, you know, knowing what you know about your customers? It's through second-party data and third, of course, but building the capability to map your data to that of your partner and unlock value. So that's kind of the strategic imperative.
So really, if you think about it, we're moving from the old world, which is very cookie-dependent, to a new world in which, you know, browser APIs really regulate, you know, how we can interact digitally with customers. Obviously, from a third-party to a very first-party-focused world. You know, we're seeing the rise of walled gardens. Everyone with, you know, lots of data at scale, Google, Apple, Amazon, you know, Kroger, you name it, has built up a walled garden around their own proprietary data, so we need to have to figure out ways to kind of connect to those gardens, get aggregate-level insights about our customers. And I think we've really gone from a world where at least the consumer thought he had some control over privacy and consent, to one in which the browsers are really enforcing privacy. So these are not sort of non-trivial changes that are huge, and at least all the big marketers and advertisers I've been talking to over the last couple of years, you know, are trying to transition into this new world.
What is the sort of thesis we can draw from everything I just said? I think basically success comes from the ability to collect as much data about customers that you can in a privacy-specific way. So you need to change your way of thinking. Obviously, a lot of people are running towards the CDP category. Just for context, Salesforce CDP is the fastest-growing product we've ever built at Salesforce, you know, which is amazing. So it just speaks to the need to have a net new data infrastructure to be able to do data collection, but connecting, right? You can't just let data sit alone. You've got to connect it to various endpoints. You have to connect to the systems of data you want to bring in, right, to enrich your understanding of consumers. But of course, you want to connect to the systems and endpoints that consumers touch, right? So activation is really huge, not just activation in marketing and advertising, but thinking about beyond marketing use cases, activating data in commerce systems, in the store, at the POS terminal, right, in field service, at the call center, et cetera. So, you know, companies are really thinking about this framework in terms of, you know, driving growth, reducing churn, which is all about, you know, delivering customer experience.
Yeah, so, I mean, just really put simply the problem CDPs are trying to solve, the problem we are trying to solve alongside our partner Epsilon, is that of a lot of siloed and disaggregated data, right? The average brand has 12 data sources. I think that's growing or doubling over the next two years, according to different research. But the key is not just to rally around the customer, but to rally around customer data. So if the customer, we truly put the customer in the center of everything we do. We want to, of course, aggregate all our different identities across service, sales, commerce, social, et cetera, right? Solve the identity problem, but we also want to enrich our view of the customer by knowing, you know, with Samantha here, what she's bought in e-commerce. What's the last email she interacted with? What's her social sentiment? What's her lifetime value? What's her propensity to accept the next best offer or action we're putting in front of her? So that's really where the rubber meets the road. This is why you need a CDP, and we're really grateful this is happening, and we're really grateful we have a CDP. But it's basically the notion of can you provision that unified profile, that single source of truth? This slide around the right offer or provide relevant content for your customers when they engage. And we can offer both of these capabilities in real time to support site personalization frameworks that are already in place on the site. So let's look at what happens when you get identity right, and you can fully leverage your CDP across both a MarTech and an AdTech ecosystem. Some of the use cases and outcomes that you can enable with strong identity and strong data enrichment. First, having real, more accurate audiences, which leads to smarter targeting, and really is what helps brands drive efficient growth through their acquisition or their cross-sell efforts, as an example. The ability to measure and optimize your marketing through analysis and the insights you can gain through aligned data, understanding a path to purchase, and how the right combination of media, email, and site visitation will drive a conversion. Better activation reach and scale through enhanced data hygiene. No brand wants to send a loyal consumer an offer, an acquisition offer, or a new customer offer. So lastly, what we would love to enable here is a better consumer experience overall. When you combine and link online and offline data, you can really drive the most comprehensive next best action or content or offer models to your consumers. So, okay, enough of me talking at this point. I think it's important that you can watch this really quick video that we have and get a better understanding of the value of our identity and data when it's tucked into Salesforce.
Every person is a person with their own interests and preferences, and usually just one name and address. Sometimes that's not all that clear in your CDP. Some of your best customers might look like seven customers. So you send out seven messages, making your customers feel like you don't really get them. So you lose sales and lower their lifetime value, all while draining your marketing budget. This all gets cleaned up with Epsilon CDP Essentials. It takes your customer data and attaches it to our views of millions of people, clear, accurate views we've been building and optimizing for decades. Seven Dorothys unite into the one real Dorothy. So you can reach her directly with emails, digital ads, and other messages, all while respecting her privacy preferences today and for years to come. Once your customer's data is cleaned up, you'll instantly discover new ways to reach them and new interests and behaviors you couldn't see before, insights you can use right away. You've just discovered that Dorothy loves dogs, breakfast meat, romance novels, and clipping coupons. Now your next message can be tailor-made for her and your message after that, building experiences that will keep your customers coming back, using clearer customer views and exclusive insights from the industry leader in outcome-based marketing.
Hopefully this video really helped everyone understand why the solution and a unified view of the customer is important to your success in the Customer Data Platform. So now Matt is actually going to take us through a quick live demonstration of a solution through an actual client use case. So take it away, Matt.
Awesome, thanks, Dana. So my name is Matt Ryan. I am on the product management team, and today we're going to walk you through a demo. And we're talking about a luxury car vehicle brand, and where they're at in the current roadmap is they've recently stood up CDP, and they are integrated with Salesforce Marketing Cloud and the rest of the Salesforce suite. But what they're really struggling with is kind of identity management and data enrichment. So what we're hoping comes across within this demo is how CDP Essentials can help support Salesforce CDP to really enable those use cases. So we're looking at the main screen right now, and the first thing that you'll see is this little dashboard. And this comes to kind of provide some insight into relative quality and hygiene of the data. So as everyone's aware, first party data is messy. And in order to make the most of it, we can't just load it in. We need to make sure that it is high quality and actually actionable. So through this dashboard, you'll see that all the records that are included in the CDP Essentials package are sent down to Epsilon for processing for that data and identity enrichment that Dana had just mentioned. So we will see here some basic things from a recent run where we process 665 records that were profiled within Salesforce CDP. We actually recognize those as 444 individuals and 379 households. And you're able to see some other metrics such as country distribution, where these records exist, anything we're able to do to actually clean up some of that data. So any change of address, any primary address correction, last line correction, et cetera. But I wanted to kind of show this because we're not just kind of taking the data, assigning the ID and sending it back into the system. We're also using our referential dataset to make that data better, right? So making that data better, two main purposes there. You can A, unlock some additional own channels. So we've got some address improvements here that are taking 6% of addresses that were previously unmailable and actually made them mailable. But then you can also use that hygiene data to increase your matches for many data enrichment perspective. So we've got a whole host of data available on these reports, what's mailable, what kind of issues you had with your addresses. If you go back up, you can see kind of the distribution for how many of my emails and phones are valid or invalid. So you can get a better idea of actually what's actionable from that perspective. But this is kind of where we say our data can help make your data better by not just assigning that identity, but also performing some rigorous hygiene on it to actually make it actionable within Salesforce CDP.
So we ran through the process, we got the data in the system. This is where we are going to talk a little bit about the data streams and what's coming back from Epsilon. So as Dana mentioned, we have kind of these curated industry-specific packages that are gonna have between 200 and 300 different attributes that you can use based upon the industry that you're in. We don't wanna kind of take a one-size-fits-all and make the assumption that every single vertical or industry needs the same dataset. So we worked with our data team who's been doing this for decades on decades to figure out what are the most relevant attributes that people within QSR or finance or not-for-profit might actually need to take action on the data. So depending on what industry you're in, we would turn on the data stream. In this case, you can turn on auto so that you can leverage the benefit of all those demographic and auto-specific attributes that you might want to be using.
So we got the data in the system and now our next step is to talk a little bit about the international offerings. So I'm gonna piggyback on that Dottie example that we had talked about within that video, but it's not uncommon for your best customer to look like seven customers. They could be a longstanding customer of the brand and they can appear at different points in their life. So we have Dorothy and we have Dorothy Amos, we have Dorothy Glinken Amos and Dorothy Amos. We have Dottie, we got nicknames. And on paper, these might not look like the same person. There's some different phone numbers, different addresses, variations in the email and name, but we're able to recognize that as a single person and not seven different customers and assign this ID that you can then use to unify the profiles within Salesforce CDP. So why is this important? Instead of treating Dorothy or Dottie as seven different people, you can leverage our ID to unify the profile and then pick the best email, the best address, the best phone number that you think that you are most likely to connect with her with. So you're not wasting your budget and bombarding Dorothy with all of these things at some addresses or emails that she may no longer be active with.
So we've got the data in the system, we got identity resolved, and now it's time to actually build out an audience. So in our example, we had mentioned that they are a Salesforce CDP, they just got up and running, and we got some basic data on this customer. We see that this group is relatively engaged with an email. They have at least four opens in the last 14 days. Their preference is the email channel and they have come into the system relatively recently within the last six months. But this is a step where we can actually create a segment leveraging those enriched data attributes to actually figure out what makes them tick. So our example here was a car campaign to piggyback on the start of the football season. So we are going to look in here and see if we can find some of our football enthusiasts. So we're able to find that and this is a propensity, so we're going to say anyone that's greater than 50 here. And we're also going to say, all right, we're looking to actually find people that might be interested in a truck. So who are interested in truck? Potentially boat owners. So if we wanted to bring in boat owners here as well and say the likelihood that they own a boat is 50, they're going to need something to actually tow that boat. We have that covered here. But then if we also wanted to layer in things such as other sports enthusiasts that may require a truck. So let's say if you're a big hunter, you might need some where to put all of that hunting gear and we can build out kind of these robust segments leveraging the insight that we have on some of these different customers. So instead of just reaching out to an email to gauge person, we can refine that audience to make sure that this message is getting to someone that actually is interested and is ultimately going to resonate with.
So we're live with phase one of our package and that phase one is mostly around a name-based identity and data enrichment. But soon we're going to be layering additional capabilities here such as those intent-based data signals that Dana had mentioned, site and impression visit information, all that can be used combined with the demographic data that weWe'll work with you on creating a view for what that looks like in the go-forward plan. This is a fairly high-level view, and I would say that most of us should plan to do more data design and definition, but the idea of the virtual lab is to put you on the starting block with a logical and serviceable plan going forward. At the same time that we're going through the virtual lab process, we can also work with you on doing a data match test. What that does is it takes a look at the data that you have and a subset of that data, and it returns scoring from the Epsilon datasets in terms of both data hygiene as well as core ID and digital match. These match rates can be extraordinarily high with a good set of data coming in. This is basically the ability to go and find your customers, correct their addresses, correct the data that may be old or that we don't know about it today and augment that data, but then find them online and be able to remarket to them through that core ID. By bringing that together, we'll be able to give you a really good picture of what the art of the possible is here, and then a use case maturity approach that's going to be more incremental and logical in a way that we want to drive value for you as soon as possible, but also give you incremental value and the opportunity to make adjustments to the program as you roll out use cases in a staggered fashion. There's a bit that goes into it, but these have been really well received, and it really helps demystify, I think, the fog of getting started.
That's the end of the core content here. If there's something in here that has triggered a thought or an interest in having a deeper conversation, we've given you two email addresses here. Danica has offered to be the first point of connect. You can also, at the same time as you're emailing Danica, you can email the other address here, this Partnerships Tiger team at Epsilon. It gets to a group of people that are prepared to help filter this out and work with you on figuring out what's the best path going forward. We've got a group of people that are ready and prepared to start these conversations with you. We'll take a pause there. The next slide is really like, here we are. We're at the end. 11.45 on the mark, and we can dive into some questions here. Okay. All right. Hey, I'm going to put the first one out there. There's a question around consent and CDP and GDPR compliance, especially around GDPR and CCPA. Chris, is that something that you'd feel comfortable taking? It's a little more towards the product side.
Yeah, sure, Don. We have basically provisioned our CDP to be fully compliant with both GDPR and CCPA. We have data residency. We've configured through our Hyperforce service the ability to land data in the region it's intended for. We have the ability to collect and enforce consent flags and assign channel-specific consent to our profile. Obviously, as we integrate into the core ID for shared customers, we're able to respect the Epsilon gathered consent on their end and apply it to the various channels within Salesforce that need the user data. The short answer is yes. I would invite you, if you have very specific use case, to email me or one of the team members just so we can work through the use case and discover more, but should be pretty much good to go for most basic use cases.
Thanks, Chris. The next question, Dana, I think maybe this one's best for you. Is the cookieless future that we've been talking about today, does that play out equally in Europe?
Certainly, the deprecation of third-party cookies is taking place worldwide within the framework. I would also indicate, as we extend and look internationally for developing our digital identity through Epsilon, we're always considering the privacy and compliance or regulatory within each market as well, which is actually why there's a very deliberate rollout of the markets within CDP Essentials and within PeopleCloud in general. Certainly, within the UK, we've established, just to Chris's point, a compliance engine and a workflow to enable compliance with the requirements within the UK. That has been considered as part of that offering. We're looking into the privacy and compliance around France. I think Germany's on the list as well. Those will take place.
The third question here, this is an awesome question. Does core ID replace subscriber key in Marketing Cloud, or does it work alongside it for the activation and the engagement? I'll front that one and say that it's the latter of the two. It doesn't replace subscriber key. It works alongside it. At this point right now, there's no additional questions. We'll give it another moment here. If anyone's got something that's on the tip of their fingers they want to get out, please do. Otherwise, we're towards the end of our times together.
All right. Is there a comprehensive list of activation points that could be used with this solution? Out of the box, your activation points are going to be the same activation points as you get with Salesforce CDP. I think what Matt and Dana had both alluded to is that in the future, our intent is to build media activation points into the solution. It's going to inherit all of the rules of Salesforce CDP. Then down the line, we expect to see additional capabilities brought into the tool set.
That's right. That's right. Immediately, what we're working on in terms of activation points from a media perspective would be like a trade desk, Verizon, establishing connectivity within Epsilon's digital media solutions. Then the last one will be live ramp.
Yeah. Also, keep in mind, as we build out our own bespoke partnerships through the AppExchange, the ability to enrich your data with Epsilon and then further activate to any AppExchange partner we support will be there for you as well. That's exciting.
All right. Hey, to the panel, thank you to everyone who joined. Thank you for your time today, and that was valuable. I wish you a great day.
Thank you. Thanks, everyone.