The Low Down on Marketing Cloud Exposed

Finally, the email service your customer uses must accept your email and not route it to the spam folder (or worse, block your messages entirely and report your activities). The text messaging service crafted to cut through the noise, so you can connect with customers anytime, anywhere. By setting up a tracking extract activity and a file transfer activity you can export Marketing Cloud CSV data to your system through an FTP tool. I’ve been meaning for some time to write a post about the small business sector of the marketing automation industry, because I really see it as very distinct from marketing automation for mid-size and large businesses. A pay-as-you-go model helps businesses to save on up-front hardware and operating system costs. SaaS applications do not need any of the extensive hardware, wherein businesses need to outsource the support to use the software in-house. You could argue this makes HubSpot a player in the super-hot Account Based Marketing category, although they didn’t use the term. It reflects the fact that most of Datorama’s clients use it to analyze aggregated marketing data, not to manage customer-level details. To help your clients achieve this goal, furnish your email marketing app with all sorts of transactional emails, such as abandoned cart notifications which are believed to cause 10,7% of all orders to be recovered, order notifications allowing to modify the purchase, or product recommendations responding to shoppers’ preferences.

The reality is that almost every marketing system must import data into its own database, rather than connecting to a shared central data store. But pushing data into a persistent database isn’t enough. Conversely, a system like Mulesoft can push data into a persistent database as easily as it can push it to any other destination, so it can build some version of a persistent database. There’s no practical way the applications can work without them. Outside of those exceptions, a subset of CDP data will usually be loaded into the primary data store of the customer-facing applications (email, DMP, Web personalization, etc.). I’ll admit I’ve often drawn the picture as if there would be a direct connection between the CDP database and other applications. The Datorama announcement was followed a week later by news that Salesforce Ventures had led a $23.8 million investment in the SessionM CDP, which had announced an expanded Salesforce integration just one month earlier SessionM builds its own database but its main strength is real-time personalization and loyalty. This is a distinct contrast with the CDP approach, which is to load data from source systems into a separate, unified, persistent database. It will also raise consumers’ awareness of their data and their rights, which should lead to better quality customer information as consumers feel more confident that data they provide will be handled properly.

Most CDPs can access external data in place, reducing the amount of data to be moved and allowing the system to use current versions of highly volatile information such as weather, stock prices, or product inventories. This Adobe study found that 28% of consumers are not comfortable sharing any information with brands and 26% say that too-creepy personalization is their biggest annoyance with brand content. Those are exactly what GDPR needs. GDPR is also good for CDPs in broader ways. The ways we learn, play, interact and shop have all been drastically changed by online environments. The flaws in all these approaches have been so obvious that the question among people who understand the issues has been why the companies haven’t addressed them: after all, the problems must be as obvious to their product strategists as everyone else and the attention gained by CDP makes the gaps in their product offerings even more glaring. Even more important, I’m unaware of any meaningful ability in Mulesoft to unify customer identities, even using relatively basic approaches such as identity stitching.

If you’re wondering where Mulesoft fits, it may play a role in some of the data aggregation, indexing, reformatting, and exposing steps; I’m not clear how much of that is available in Datorama. Datorama is much larger than most other CDP vendors: it ranked third (behind Tealium and IgnitionOne) in the CDP Institute’s most recent industry report, based on number of employees found in LinkedIn. Conversely, GDPR-induced constraints on acquiring external data should make a company’s own data that much more valuable. Mulesoft and similar products work with well-defined inputs and outputs, while CDPs often can accept and store data that hasn’t been mapped to a specific schema. By searching and sorting date fields present in the Salesforce CRM, you can track customer interaction in real-time. It’s more likely that Salesforce will continue to argue that ExactTarget should be the central customer database, something that’s been their position so far even though every ExactTarget user I’ve ever spoken with has said it doesn’t work. The company doesn’t release revenue figures but, assuming the 360 employees currently shown on LinkedIn generate $150,000 each, it would have a run rate of $54 million.

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